The brand plans to reach ten stores in the country by 2030 and consolidate its presence in Latin America

Anjos Colchões & Sofás, a Brazilian brand and benchmark in comfort, well-being, and upholstery design, has just inaugurated its first international franchise in Chile. The opening marks a significant milestone in the global strategy of the company, a participant in Franchising Brasil — a program by the Brazilian Association of Franchising (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil).

According to Leonardo dos Anjos, director of Anjos Colchões Franchising, the company’s participation in Franchising Brasil was fundamental to the process, as it “helps open doors, provides greater understanding of the international landscape, and connects Brazilian brands with investors and entrepreneurs from other countries.” He adds that “these exchanges are invaluable because we learn from other networks, understand the challenges of different markets, and are able to adjust our franchise model based on the real-world experiences of other chains.”

The decision to begin expansion in Chile resulted from a strategic analysis that identified a mature and stable market in the country. “Chile was a highly strategic choice for us. It is a stable country with a strong economy and a consumer base that values quality, comfort, and design — exactly what is in Anjos’ DNA,” explains Leonardo.

Synergy with the local franchisee was also decisive in testing the store model outside Brazil with greater assurance. The director explains that the starting point was choosing the right franchisee: “This was the major differentiator. When we talk about international expansion, success begins with the partnership, with finding someone who understands the brand’s purpose and has a long-term vision.”

The market entry process involved careful adaptation to the profile of the Chilean public. “They are demanding; they value durability, functional design, and the in-store experience,” highlights the executive. Based on this understanding, the brand adjusted its product mix, prioritizing exclusive, more contemporary lines and solutions designed for urban spaces.

Furthermore, according to Leonardo, Chile is viewed as a strategic hub, as it is “an important gateway to other South American countries. Therefore, beyond being a new market, it represents a step toward consolidating the brand as a reference in comfort and well-being in Latin America.”

Among the main challenges, Leonardo highlights “bringing the Anjos DNA to Chile without losing our Brazilian essence. We had to understand their way of doing business while simultaneously showcasing our management style, which is closer and more human-centric.” He also cites practical challenges, such as logistics, importation, and tax issues, which were overcome with a prepared team and a strong technological foundation.

Even so, expansion plans do not stop in Chile. Anjos Colchões & Sofás intends to reach ten stores in the country by 2030, focusing on cities such as Santiago, Viña del Mar, and Concepción. The brand already has other countries on its radar, with Argentina, Ecuador, and Colombia among the main targets for growth. “Paraguay, in fact, is a great example. The franchisee began with one store and today operates five Anjos units, all very well structured and performing excellently. This is the type of partnership we seek: entrepreneurs with a long-term vision and a multi-unit mindset,” says Leonardo.

For Brazilian franchisors seeking internationalization, the director advises finding the right partner while preserving the brand’s essence. “There is no point in opening a store in another country if you don’t have someone there who is fully committed and shares your vision. We speak from experience, having had an issue abroad and unfortunately having to close a promising operation. The ideal partner makes the difference, especially in another country with a different culture.”

“Another critical factor is not losing the brand’s essence. What makes a Brazilian brand well-received abroad is our ability to create genuine connections and deliver authentic experiences. When this is combined with modern management, growth is the consequence,” Leonardo concludes.

About Franchising Brasil

Franchising Brasil is a project that aims to support the internationalization strategy of Brazilian franchise networks and their commercial promotion in key international markets. The initiative is a partnership between the ABF and ApexBrasil, which works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy through trade promotion initiatives. To participate, download and fill out the membership form available on the website and send it to internacional@abf.com.br.

About the ABF

Founded in 1987, the Brazilian Association of Franchising (ABF) is a non-profit entity that officially represents the Brazilian franchising system. Its mission is to defend, promote, and foster the sector, both nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive, and ethical. With more than 35 years of history, the ABF enjoys great prestige and an established reputation in the market. The association also serves as the headquarters of the Ibero-American Franchise Federation (FIAF), is a member of the International Franchise Association (IFA), leader of the World Franchise Council (WFC), and the organizer of the world’s largest franchise expo, the ABF Franchising Expo.

About ApexBrasil   

The Brazilian Trade and Investment Promotion Agency (ApexBrasil) promotes Brazilian products and services abroad and attracts foreign investments to strategic industries of the Brazilian economy. To reach its goals, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and trade missions, business roundtables, support for the participation of Brazilian companies in major international fairs, and visits by foreign buyers and influencers to learn about the Brazilian productive structure, among other business platforms that are also focused on strengthening “Brazil” as a brand. The agency also acts in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for the development of the competitiveness of Brazilian companies and the country.