In 2023, Franchising Brasil — a sector internationalization program carried out through a partnership between the Brazilian Trade and Investment Promotion Agency (ApexBrasil) and the Brazilian Franchising Association (ABF) — held a trade mission to Panama, which included 7 companies. Among them was Hope, which during the trip created commercial ties in the country and now has a Panamanian franchisee.
Under the leadership of Joana Krämer Wichmann, Consultant in Management, Expansion and Sales of the International Market, the brand has conquered international markets, proving that quality and tradition can break down borders with a history of over 60 years. According to Joana, the HOPE Group has been exporting its products for decades, but only began exporting franchises in 2018.
“After a round of business with importers at the ABF fair in 2018, we found a potential interested partner, which resulted in opening our international franchise in Asunción, Paraguay. Today, this same operator has 3 HOPE Group stores, and plans to open the fourth operation in 2025”, she says.
The decision to expand came from meeting the ideal partners, since they need to understand Hope’s DNA as a brand in order to replicate locally what is done in Brazil. Even so, Joana recognizes that expanding is not easy, “from implementing the unit, training international franchisors according to our standards, in another language. Launching the brand. Understanding the tastes and customs of local consumers”. In addition, she believes that the biggest challenge is being able to demonstrate the greatness of the brand.
Panama came onto Hope’s radar after the Franchising Brasil mission. For Joana, the mission was extremely important to create a connection with the Panamanian market. “We visited several shopping malls, did some excellent networking, and closed a deal with a local distributor, resulting in the opening of the first shop-in-shop at Multiplaza in November 2024.” The reception was so positive that the brand plans to open two more locations by July of this year, in the Town Center and Alta Plaza shopping malls.
For Brazilian brands considering internationalization, Joana advises understanding the strengths and differences offered: “Brazil is quite protectionist and many international brands do not enter our country and do not compete with us. When you go abroad, the whole world competes with you. That is why it is important to have something strong in your product/brand to differentiate yourself from international competition”, she states, and adds the importance of studying not only the competition, but also trade barriers and local legislation.
Hope Lingerie remains focused on expanding across Latin and Central America, with the brand open to new retail partners who share the brand’s vision.
About Franchising Brasil
Franchising Brasil is a project that aims to support the internationalization strategy of Brazilian franchise networks and their commercial promotion in the main international markets. The initiative is a partnership between ABF and ApexBrasil, which works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy through commercial promotion actions. To participate, simply download and fill out the membership form available on the website and send it to internacional@abf.com.br.
About ABF
The Brazilian Franchising Association (ABF) is a non-profit organization founded in 1987 that officially represents the Brazilian franchising system. The sector will have an annual revenue of over R$270 billion in 2024, with over 197,000 operations and around 3,300 franchise brands spread throughout Brazil. Furthermore, Brazilian franchising accounts for over 2.2% of the GDP and directly employs over 1.7 million people. Currently, with over 1,700 members and covering the entire national territory through its Rio de Janeiro chapter and regional chapters (Central-West, São Paulo countryside, Minas Gerais, Northeast and South), the organization brings together franchisors, franchisees, lawyers, consultants and other suppliers and stakeholders in the sector. Although it is not a regulatory body, the purpose of the ABF is to promote Brazilian franchising, nationally and internationally, so that it remains prosperous, sustainable, innovative, inclusive, honest and ethical. The Association is dedicated to improving the Brazilian franchise system by training people in various in-person and online courses, encouraging innovation, disseminating best practices, representing the various public bodies and publicizing the sector’s results.
About ApexBrasil
The Brazilian Trade and Investment Promotion Agency (ApexBrasil) works to promote Brazilian products and services abroad and attract foreign investment to strategic sectors of the Brazilian economy. To achieve its objectives, ApexBrasil carries out diversified trade promotion actions aimed at promoting exports and valuing Brazilian products and services abroad, such as prospective and commercial missions, business rounds, support for the participation of Brazilian companies in major international fairs, visits of foreign buyers and opinion makers to learn about the Brazilian production structure, among other business platforms that also aim to strengthen the Brazil brand. The Agency also works in a coordinated manner with public and private actors to attract foreign direct investment (FDI) to Brazil, focusing on strategic sectors for developing the competitiveness of Brazilian companies and the country.