Franchises for renovations with a Catalan seal are extending worldwide with more than 100 stores

BarcelonaAnyone who has done a renovation knows the headaches it causes. Calls with more than one operator – the electrician can't now, the plumber will come tomorrow, the painter doesn't answer – and little control over when the works will actually finish. Aware of this, Francisco Morán, a businessman with many years of experience in the real estate sector, decided to launch Aquí Tu Reforma in 2019.

"Despite being a huge sector, the world of renovations was completely unstructured and atomized, with many small companies. It reminded us of the real estate market in the 90s when companies like Tecnocasa or Engel & Völkers did not exist. It was neither professionalized nor digitized, and, moreover, there was no brand. All this conveyed mistrust to the end customer, and we saw an opportunity to provide a better service," explains the general director of Aquí Tu Reforma, Fernando Lacambra.

The company, based in Barcelona, operates through a franchise system. "8% of works in Spain continue to be abandoned because the renovator goes bankrupt or takes on a more interesting job. The negative perception of the sector comes from here. To provide transparency, trust, and good customer service, there is a physical store to go to if something has not been done well," indicates Lacambra. The founder of Aquí Tu Reforma had learned from this model when he created Equivalenza, a chain with more than 700 stores worldwide dedicated to the sale of low-cost perfumes.

In the real estate sector, Morán has promoted companies such as Compropiso, specialized in buying flats without seeing them for their subsequent renovation and sale, or Homes.ag, a real estate agency without offices. All are grouped under Homes Experience Group, a holding company also founded by Morán to create real estate companies.

A background that served him to "detect that behind a sale and purchase there is a renovation". Especially in a real estate market like the Spanish one, which is aging and where buying a new flat is increasingly expensive. "If a family grows and cannot buy, they have to renovate," points out Lacambra. In Catalonia alone, according to data provided by Aquí Tu Reforma, 300,000 renovations are carried out each year. To avoid the stress of not knowing how the work is progressing, the company provides its clients with a mobile application to see in which phase of the works they are.

Become strong in Italy and land in France

As of now, the company has a total of 64 franchised stores and expects to open more than 40 this year, mainly in Spain and Portugal. Here Tu Reforma will thus exceed a hundred establishments this 2026. The latest company of a serial entrepreneur like Morán is also present in Italy, Mexico, Chile, and Colombia, and expects to accelerate its presence in Italy and land in new markets such as Brazil, Peru, and France. In Catalonia, it has nine franchises, four of them in Barcelona, but also in Castelldefels, Granollers, Terrassa, Vilanova i la Geltrú, and Lleida.

"It's a very scalable business with very high margins," points out Lacambra, to the detriment, according to him, of other franchise models like restaurants. "There's no stock and no sales ceiling," he remarks. Among the franchisee profile of Aquí Tu Reforma, there are professionals who used to do renovations, but also entrepreneurs who are new to this sector. They are the ones responsible for managing the workers who need to be subcontracted to carry out the work.

Advantages that they hope will convince more franchisees. "We have to achieve more penetration. The sector is enormous: renovations move 23 billion euros in Spain. And still everything is very much word-of-mouth and not so much about hiring a brand like ours, which has a very small market share, below 1%," indicates Lacambra.

In search of financing

Here Tu Reforma began to register profits in 2024, although it does not communicate the magnitude of the earnings. With a staff of 30 employees, it invoiced around six million euros in 2025. The budget for the renovations it carries out, preferably comprehensive, can range from 35,000 euros to 150,000 euros.

So far, they have been financed through rounds, through which they have raised up to seven million euros. "Our goal is to continue growing and we are looking for new resources," explains the general director. Some of the investors who have bet on this Catalan company include Iberdrola, Roca, Encomenda, Banc Sabadell, and the investment fund Seaya Ventures. Founded by Morán and Enric Aparici, Aquí Tu Reforma was born with an initial capital of 80,000 euros, in addition to starting with the co-founder of Housfy, Albert Bosch, as a minority investor.