From "this works in our home market" to a rollout-ready international franchise formula. We help franchisors prepare their concept, legal structure, and operations for cross-border growth.
For international franchise brands
We develop and scale franchise formulas internationally. Whether you're building a franchise in your own market, expanding across borders, or entering the Netherlands, we help you get the formula, the structure, and the partner right.
Three challenges we help international franchise brands solve
Most international franchise expansion failures come down to one of three mistakes.
- Rolling out a domestic concept without adapting to local culture.
- Choosing the wrong partner or master franchisee.
- Scaling before the formula is operationally watertight.
Our work focuses on getting those three right, across Europe, the Middle East, Asia, and the Netherlands.
Koelewijn & Partners has been advising franchisors since 1988, and has supported more than 40% of all Dutch franchise organisations through some stage of their growth.
Wherever you operate
Franchise development is our craft, and geography is not the limit. We work with brands in three situations:
- Building or scaling in your own market. Develop your franchise formula, or strengthen and grow your existing one, anywhere in the world. We're based in the Netherlands, but our scope is much broader.
- Expanding across borders. Take your formula into new countries or a wider region.
- Entering the Netherlands. International brands using the Netherlands as their gateway into Europe.
How we work
Three services anchor our international practice. Together they cover the full journey from "this works at home" to a rollout-ready cross-border formula: an international expansion masterclass, master franchising and area development, and operational readiness to scale.
International expansion masterclass
Master franchising & area development
Master franchise agreements give you scale without proportional overhead. We advise on partner selection, territory rights, fee structures, and the operational handover that determines long-term success.
Operational readiness to scale
Before crossing borders, your franchise needs to be operationally watertight at home. Our Franchise Discovery and Performance Scan get the formula investment-ready and replication-proof.
Bringing your franchise to the Netherlands
The Netherlands is one of Europe's most accessible entry markets. It is a compact, affluent test market with around 95% English proficiency, dense logistics, and a mature franchise sector. For many international brands it is the logical first step into continental Europe.
Three things decide a successful entry: the right entry model (master franchise, area development or direct franchise), a vetted local partner, and Dutch Franchise Act compliance. We help with all three. As the Dutch member of IFCN and FPI, we are the local partner that international consultants refer their clients to.
How we help you enter the Dutch market:
- Dutch market-entry strategy. Concept fit, entry model and roadmap. Often without setting up a Dutch entity.
- Master franchisee recruitment. Finding and vetting your local partner.
- Dutch Franchise Act compliance. Making your agreement, disclosure and manual compliant.
Schedule a discovery call about entering the Dutch market.
International franchise cases
Recent cross-border engagements:
- Mulliri Vjeter: preparing the Albanian coffee brand for international franchise rollout, from Tirana to Dubai.
- NZA New Zealand Auckland: professionalising the fashion franchise formula for cross-border expansion.
- La Place: repositioning the restaurant formula for international rollout after the Jumbo acquisition.
- An international consultancy: a franchisability assessment for a multi-country professional services group.
Learn before you expand
Two starting points if you are early in your international thinking:
- International expansion with franchising: the how and why. The strategic case for franchising as an internationalisation model.
- Direct franchising, master franchise, or area development? Choosing the right structure for your market.
Why brands work with us
Koelewijn & Partners has supported more than 40% of all Dutch franchise organisations at some point in their growth. We bring that experience to brands expanding internationally. For brands entering the Netherlands, it makes us your local market authority. We are active members of:
- FPI, Franchise Pool International
- IFCN, International Franchise Consultants Network
- NFV, Nederlandse Franchise Vereniging
Through these networks we collaborate with vetted franchise specialists in markets around the world. You get local expertise wherever you need it. More about Koelewijn & Partners