Founded in the countryside of São Paulo state, the Brazilian self-service laundry network already operates in all regions of Portugal.
Lavateria, a Brazilian network specializing in self-service laundries and a participant in Franchising Brasil — the internationalization program of the Brazilian Association of Franchising (ABF) in partnership with the Brazilian Trade and Investment Promotion Agency (ApexBrasil) — continues to consolidate its international presence. The brand now has 10 units in strategic locations across Portugal and has set its sights on entering the Spanish market next.
According to Rafael Del Ré, International Operations Manager at Lavateria, participation in international missions promoted by the program proved to be a key factor in their internationalization process. He noted that events like Franchise Expo Paris enabled connections with potential investors and allowed for the validation of the brand’s franchise model in different European markets, particularly on the Iberian Peninsula. “This institutional support and access to information on the Portuguese market were important to our consolidation and strengthened our brand in the country,” he highlights.
According to Rafael, Lavateria’s entry process into Portugal involved market research to adapt operational processes and communication to the profile of the Portuguese consumer, “and also to that of the tourist, since we have high demand from travelers who value practicality, efficiency, sustainability, and comfort.” In addition, he highlights that the biggest challenges were cultural adaptation, the user-friendliness of the equipment, the sustainability standards required by European legislation, and earning trust in a sector still dominated by family-run laundries.
However, the brand’s internationalization process is just beginning. The franchise network aims to reach 50 units in Portugal by year-end and is already targeting Spain as its next expansion market, prioritizing strategic cities like Seville and Madrid. Del Ré states that the plan stands on three pillars: selecting urban and tourist locations, attracting multi-unit investors, and maintaining an accessible model. Furthermore, he does not rule out participating in franchise expos in Europe, which remains an essential part of their strategy for networking and prospecting for new partners.
The Lavateria business model established in Portugal stands out for the key differentiators it offers customers: comfort and convenience. Air-conditioned locations, comfortable armchairs, free Wi-Fi, multiple payment systems, and automated detergent dispensing make for a more pleasant user experience. “Customers have reported satisfaction with the convenience and the ‘fresh scent’ of their clothes, which strengthens loyalty and positive word-of-mouth,” Rafael points out
For other Brazilian franchisors wishing to follow the path of internationalization, Rafael Del Ré advises investing in market research and the flexibility to make adaptations. “Participate in international missions, seek local partnerships to accelerate your understanding of regulatory and cultural matters, and prioritize competitive differentiators and operational agility. Persistence, flexibility, and dedication to creating a relevant offering for each new market are indispensable,” he 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.