Internationalisation through franchising: the Parfois case study

Purpose – Both franchising and internationalisation are important subjects of study, but in the existent literature little attention has been given to these two topics combined. The purpose of this paper is to analyse the internationalisation through franchising, using as a case study the internationalisation process of Parfois, a specialised retail brand based in northern Portugal, and operating in the fashion accessories business. Design/methodology/approach – A case study approach was adopted based on information collected from various sources, including the company's website, the World Bank database, some news reports about Parfois, and also from interviews with those responsible for the internationalisation of Parfois. Findings – The authors have identified a clear pattern in the internationalisation process: the firm is willing to open its own stores in the European market, where it feels comfortable, allowing franchisees to assume the investment risk in other world regions, with particular relevance for the Middle East and Eastern Europe. Originality/value – In the international competitive market, it is important for other retail brands to understand how a relatively small retail brand, based in a depressed European zone, is able to expand worldwide. Furthermore, the lack of existing literature about internationalisation through franchising in specialised retailing companies adds value to this study.