The brand plans to expand across Latin America and into strategic markets in the Northern Hemisphere.
Pampili, a benchmark in Brazilian children’s footwear and accessories for girls, has just opened its first international franchise in Quito, Ecuador. The opening marks a significant milestone in the global strategy of the company, 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).
According to Silvana Silveira, Head of International Business at Pampili, the company’s participation in the Franchising Brasil missions was fundamental to “building the necessary confidence to begin the brand’s international expansion.” She adds that “the meetings offered practical insight into the challenges and opportunities of operating abroad and, most importantly, enabled valuable exchanges with other Brazilian companies that were either already in the process of internationalization or just beginning that journey.”
The decision to begin the expansion in Ecuador resulted from the strong presence the company already had in the country, as well as a solid partnership with a local operator who possessed deep market knowledge. “The synergy with this partner paved the way for us to test our store model outside of Brazil with greater confidence,” Silvana explains.
The market entry process required careful adaptation to the profile of the Ecuadorian consumer. “From there, we developed a product mix tailored to Quito’s cold climate,” highlighted the executive. In addition, care was taken to translate communication materials, offer bilingual support, and structure a commercial calendar specific to the country. “We seek to balance our core essence with local specificities, respecting the culture and building an authentic connection with Ecuadorian girls and families,” she stated.
Among the main challenges, Silvana highlights the importance of understanding local consumers in order to build more effective communication. She also notes that “another challenge is establishing a reliable network of partners in Ecuador who can support our in-country operations, whether it’s store construction, as in the case of those who assisted with furniture, or other day-to-day needs that may arise.”
Nevertheless, the expansion plans do not stop in Quito. Pampili intends to gradually expand its presence to other Ecuadorian cities and then into new markets in Latin America. “Our next step is to evaluate performance and the lessons it brings, so we can replicate the model in other Latin American countries and, in the future, expand into more mature markets in the Northern Hemisphere,” Silveira anticipates.
She advises Brazilian franchisors seeking international expansion to preserve their brand essence while simultaneously considering and respecting cultural differences. “Invest in local campaigns, products, and initiatives, as well as in the digital space, building an authentic connection with your target audience.”
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.