Scaling Success
Expansion and franchising offer exciting opportunities for ambitious businesses looking to reach new markets, strengthen their brands and unlock sustainable growth. From finding the right franchise partners to navigating new territories and maintaining consistency, businesses must balance opportunity with careful planning. Here, RLI explore the brands and world-renowned names that are leading the way in expansion and franchising.
For businesses with ambitious growth plans, expansion and franchising can open the door to exciting new opportunities. Whether extending an established brand into new territories, opening additional locations or developing a franchise network, the potential to reach new customers and build long-term success is significant. However, sustainable growth requires more than a winning concept; it demands careful planning, the right partnerships and a clear vision for the future.
Franchising continues to offer an attractive route for brands looking to grow while working alongside motivated franchisees who bring local knowledge, investment and entrepreneurial drive. For those considering franchise ownership, meanwhile, becoming part of an established network can provide the foundations, support and brand recognition needed to launch a business with greater confidence.
Yet expansion is not without its challenges. Maintaining consistent standards, protecting brand reputation, identifying the right locations and ensuring franchisees receive the necessary training and ongoing support are all essential considerations. As markets evolve and customer expectations change, businesses must also remain adaptable, embracing innovation while staying true to the values that underpin their success.
In this feature, we take a look at a number of companies who are using these methods as part of their ongoing international expansion.
Examples of Expansion & Franchising
Global lifestyle retailer Miniso has brought one of its store formats to a new market for the first time. The company has opened its first Super Miniso store outside of China at Square One Shopping Centre in Mississauga, the largest shopping centre in Ontario, Canada. Designed for urban consumers, Miniso says the Super Miniso format is positioned as a “landmark lifestyle destination” that brings together a curated and balanced blend of IP collectibles and lifestyle products. Super Miniso uses themed displays and extended experience spaces to bring products, characters and cultural interests together. Rather than separating IP products from everyday products, Miniso says the store creates a more connected journey between discovery and daily life.
Perhaps the greatest example of a company utilising franchised locations in McDonald’s as it continues to grow globally. The company is currently undertaking its fastest growth period by aiming to open 10,000 new restaurants globally by 2027, expanding to a total of 50,000 locations by 2028 and boosting its digital presence by growing its active loyalty user base to 250 million and loyalty sales to $45bn. This ambitious expansion, which includes substantial capital expenditures, will feature significant growth in key international markets like China and is supported by technological advancements like AI and automated restaurants to increase efficiency and customer engagement. The most prominent “landmark” McDonald’s event of 2026 was the opening of the world’s largest McDonald’s at Disneyland Paris.
A direct-to-consumer brand is getting new owners who plan to accelerate its growth. Randa Apparel & Accessories (Randa) has entered into a definitive agreement to acquire the UNTUCKit brand and operations. Founded online in 2010, UNTUCKit built its brand on men’s shirts designed to be worn untucked and has since expanded into an array of other categories including polos, pants, shorts, jeans, sweaters, jackets, shoes and more, along with select womenswear. The company’s footprint includes more than 70 retail stores nationwide along with a “substantial” e-commerce business. Macy’s is among its wholesale partners. The transaction brings together UNTUCKit’s strong direct relationship with consumers and Randa’s financial strength and global reach to support the brand’s next phase of growth.
Tech giant Google has this year extended its nationwide expansion to San Diego, stepping up its brick-and-mortar competition with some of its biggest rivals. The Mountain View, California-based search engine provider and device maker opened its tenth US retail store, designed to showcase its Pixel phones, Fitbit watches and Nest smart-home devices. It’s located at Fashion Valley, San Diego’s largest regional mall.
In addition to its US expansion, this year also saw the launch of Google’s first store outside of the US, with a launch in Omotesando, Tokyo, Japan in August which features an interactive AI playground and a repair and support centre. Additionally, the store will serve as a pick-up point for orders made from Google’s online store in Japan. Google has also explored expanding its physical retail presence into key international markets like New Delhi and Mumbai to grow its footprint outside the US.
Back in August, Borsalino opened its first permanent boutique in Greater China at Plaza 66 in Shanghai, marking an important milestone in the Maison’s international development and strengthening its presence in one of the world’s most dynamic and strategic luxury markets. Located within Plaza 66, one of Shanghai’s most prestigious international luxury shopping destinations, the new boutique interprets Borsalino’s aesthetic codes through clean lines, refined materials and a sophisticated atmosphere. With the opening at Plaza 66, Shanghai officially joins Borsalino’s international retail landscape, continuing a journey that began in Alessandria in 1857 and today reaches new places, cultures and generations, guided by Italian savoir-faire and style.
The luxury fragrance house Amouage has expanded its retail and regional footprint across Asia through a major partnership with Luxasia and new standalone boutique openings. Amouage extended its partnership with omni-distribution platform Luxasia to scale up its presence in markets including Australia, India, Indonesia, New Zealand and the Philippines. The brand officially entered the Indian market on 8 April, opening its first boutique at the Mall of Asia in Bangalore as part of their new collaboration. In addition, in August they opened their first boutique in Indonesia at Plaza Indonesia, establishing the House’s first standalone presence in one of Southeast Asia’s most dynamic luxury markets.
Italian luxury furniture brand Minotti has aggressively expanded its footprint across Asia, with a primary focus on the Chinese market and Southeast Asia through strategic single-brand flagships and concept stores. Its Bangalore flagship was launched as part of a targeted expansion strategy and the project was developed in collaboration with Amber Home Interiors – a partner selected for its shared vision and extensive network within the design industry – with the aim of fostering new synergies in the country. Located in the upscale HSR Layout, the 380sq m showroom spans two levels and a dedicated outdoor terrace.
World-renowned Swedish home-furnishing brand IKEA has moved beyond its traditional out-of-town warehouse stores, opening smaller urban locations, planning studios and order points. It reported 66 new sales locations worldwide in FY2025 and is continuing to explore new markets. One of the latest developments is a smaller IKEA store, piloted in the UK, US and Poland during recent months. These local IKEA stores, with focus on everyday convenience, are designed to open quickly and cost significantly less than other IKEA stores – making it easier to bring IKEA closer to more people.
Earlier this year, the first lululemon stores in Greece opened through its franchise partnership with Arion Retail Group. The first store locaton opened on Saturday, 23 May at Akadimias 17 & Voukourestiou in Kolonaki, central Athens. A second store location opened on Friday, 12 June at the Golden Hall shopping mall. The opening of these stores represents an important step in lululemon’s continued expansion across Europe, introducing the brand’s innovative athletic and lifestyle products, alongside community-led experiences rooted in movement and wellbeing, to new guests in Greece. The opening of the first lululemon stores in Greece reflects the company’s continued focus on strategic international growth and marks the brand’s third new market entry of the year, following Poland and Hungary in March 2026.
UNIQLO, the global Japanese casualwear retailer, is continuing a major global and UK store expansion plan, backed by record financial growth from parent company Fast Retailing. The brand recently unveiled its eighth store in Spain, with an opening at the Triángulo Princesa shopping complex in Madrid, occupying a 18,300sq ft sales floor. Meanwhile in the UK, it has recently launched a 9,472sq ft store at Cambridge Grand Arcade and has a slate of openings scheduled for the end of the year and next, including the newly launched, second Manchester store at the Trafford Centre which launched on 15 October. Spanning 1,440sq m, the new store showcases the brand’s signature LifeWear collections for men, women and children, reinforcing its ambitious UK expansion strategy.
The Turkish fashion brand Lufian continues to actively expand its retail and digital footprint across Europe and the Middle East. The brand has now opened its first physical flagship store in Germany in Munich across 470sq m, targeting both local and diaspora audiences as part of a push into Germany, England and France. In total the brand operates around 200 stores globally, with roughly 150 in its home market and an additional 50 across 20 countries.
Late last year, PUMA opened the doors to its largest-ever European flagship store on Oxford Street in London, which will bring the best of the company’s products and immersive storytelling to consumers in one of the busiest shopping destinations in Europe. The new flagship store, located just seconds from Selfridges and Bond Street Tube Station, spans 24,000sq ft and features PUMA’s industry-leading innovations, such as running technology NITRO™, its football boots FUTURE, ULTRA and KING, as well as its current range of lifestyle products. The launch is part of PUMA’s new strategic priorities aimed at resetting the company and establishing it as a Top sports brand globally.
SKIMS is scaling its physical and international presence rapidly, backed by a $5bn valuation following a $225M funding round led by Goldman Sachs Alternatives. Co-founded by Kim Kardashian and Jens Grede, the brand is pivoting heavily from a digital-first model into a global omni-channel retail powerhouse. As part of its ongoing growth, the brand launched in July a physical site in London, with the 12,000sq ft flagship occupying the former Ted Baker site at 245-247 Regent Street. The store offers SKIMS’ full product range, including shapewear, underwear, loungewear, menswear and accessories, alongside seasonal collections and pieces from the NikeSKIMS collaboration.
The last 12 months has seen Primark expand its operations across the Middle East, after initially launching at The Avenues in Kuwait in October 2025. Since then it has opened in the UAE at The Dubai Mall in March, followed by additional locations at City Centre Mirdif and Mall of the Emirates, in Bahrain at City Centre Bahrain on 23 September and in Qatar at Doha Festival city on 29 October. The brand is set to unveil a second floor at its Mall of the Emirates store this month. Looking ahead, Primark’s expansion across the GCC is set to continue into 2027, with the first Primark in KSA set to open in March 2027. A new location in Kuwait at Aventura Mall and a second store in Qatar at Villaggio Mall are also set to open, further strengthening the brand’s presence across existing markets and bringing Primark to even more communities throughout the region.
In early September, the Apparel Group brand NEW YORKER celebrated the reopening of its store at Dubai Festival City following an extensive facelift. With a fresh new look and an enhanced shopping experience, NEW YORKER is back at Dubai Festival City, bringing customers the hottest fashion trends and highlights of the season. Based in Brunswick, Germany, NEW YORKER, a successful player in the young fashion business, this recent relaunch is part of its international expansion, which means the company now has over 1,300 stores in over 45 countries. The company has gone from strength to strength for more than 50 years, making it one of the world’s largest fashion brands that caters for trendy customers of all ages.
British luxury brand Victoria Beckham plans to expand its presence in the Middle East following a significant improvement in the business’s financial performance. The region has become the company’s second priority for international development after the US. Victoria Beckham Holdings, which encompasses both fashion and beauty divisions, has posted an annual operating profit for the first time in nearly two decades of operation. Against this backdrop, the company is preparing for the next phase of international growth, with a particular focus on markets with high demand for premium goods.
The multinational clothing and accessories retailer Gap Inc. has entered into a partnership with Chalhoub Group to bring the Gap, Banana Republic and Athleta brands to customers across the GCC, marking an exciting new chapter for the three iconic American brands in the region. Combining Gap Inc.’s global brand vision with Chalhoub Group’s regional expertise, the partnership will deliver a seamless omni-channel experience while creating new opportunities to connect customers with Gap, Banana Republic and Athleta through storytelling, experiences and partnerships that celebrate each brand’s unique identity. The partnership will introduce Gap, Banana Republic and Athleta through a phased omni-channel rollout, with online launches phased throughout the remainder of the year across the UAE, Saudi Arabia and Kuwait, followed by the opening of physical stores across the region next year.
