MARCH 2026BUSINESSMANAGEMENTREVIEW.COM8By Brian Gregory, Senior International Franchise Development Manager, CeX Webuy.comFORGETTING EVERYTHING: THE TRICK TO SUCCESSFUL INTERNATIONAL EXPANSIONHaving worked in the retail industry for over 30 years and the franchise industry for 10, one of the hardest challenges I have faced has been learning to forget. There can be no doubt that international expansion is exciting and a real testament to the strength of the brand and operating model. However, it is also one of the most difficult business development activities the organisation can undertake. After expanding our business internationally several times, it has become apparent that the reality is that most of the experience and knowledge gained by the organisation and key staff while growing the business domestically is not only often redundant but also dangerous. Making assumptions can be catastrophic to the new foreign entity and the business at large. To this end, doing the homework and sharing the information with stakeholders and decision-makers throughout the organisation is essential. The business's first forays into international markets should be researched properly; finding a market similar to your own will make things easier and put less stress on the business's resources and people. Market selection should initially be driven by factors such as disposable income levels, population density and cultural affinity for the products or services. Of course, it is not only the market and market forces that will be different in a new territory but also the following key areas. The LawThe business must comply with any local laws and legislation which will differ from the ones it currently operates under. Therefore, it is essential to take professional advice on Brian Gregory
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