The coffee and bakery chain Granier is accelerating its international expansion. The company, originally from Vilanova i la Geltrú, which currently has 56 establishments abroad, has set itself the goal of practically doubling that figure by 2026, when it wants to have a hundred locations outside the Spanish market.
Granier's strategy, founded by Juan Pedro Conde in 2010, involves strengthening foreign markets where it is already present, and also exploring entry into new countries. Currently, it has establishments in Venezuela, Dominican Republic, Andorra, Costa Rica, United States, Panama, and United Kingdom, in addition to Spain.
With 31 establishments, the Venezuelan market is the most powerful for Granier, which is also focusing on the United Kingdom: it plans to go from two establishments to 15 by 2026. Regarding openings in new markets, the company is exploring its entry into countries such as Ivory Coast, Dubai, Ghana, Italy, Morocco, Mauritania, Mexico, Paraguay, and Senegal.
"Entering the international market has been one of the most important and satisfying challenges. Our international audience has a medium-high purchasing power, which allows us to strengthen the brand in each new market we reach," according to Michel Conde, the brand's expansion director.
Along with its commitment to internationalization, the company will also prioritize diversification and innovation in its product menu and quality. The chain, with a turnover of close to 50 million euros and 2,000 employees, will also focus on renewing and strengthening its brand identity, which will include modernizing the 270 stores it has in Spain.