Cavavin in the UK: how the French wine franchise is turning international growth into a strategic advantage

During a live interview hosted by Florence Bray (LSA), Olivier Mermuys, CEO of Cavavin and President of the French Franchise Federation, shared practical insights on how brands can successfully scale abroad.

For Cavavin, a French wine retail franchise network, international development is already delivering measurable results, with the UK emerging as a key strategic market.

International expansion: from strategic intent to growth driver

Cavavin’s international journey began in 2016, when Olivier Mermuys joined the company with a clear vision: growth would come from beyond France. The rationale is straightforward. France represents around 1% of global GDP, making international markets essential for scaling a franchise network.

Today, the figures speak for themselves:

• 20% of total revenue generated internationally
• Presence in around 10 countries
• 25 stores out of 160 located outside France
• A long-term ambition of 50% of revenue from international markets

International expansion is not only a growth driver, it also provides economic balance across regions.

The UK: a high-potential, high-demand market

Among Cavavin’s international markets, the UK stands out for both its maturity and its ability to challenge the brand.

Consumer behaviour differs significantly from France:

• Strong interest in single-varietal wines
• High sensitivity to branding and innovation
• A well-established culture of tasting before purchasing

To succeed, Cavavin adapts its execution locally:

• Product ranges are refined
• Customer experience is enhanced
• Operations are redesigned

Post-Brexit, logistics have been restructured. A lead UK partner now centralises imports and redistributes products to franchisees, simplifying customs and administrative processes.

Cavavin currently operates 9 stores in the UK, with clear expansion potential.

A flexible and pragmatic franchise model

Rather than applying a single expansion model, Cavavin adapts to each market:

• **Brand licensing agreements ** in some countries
• Multi-unit agreements in others
• Local distribution-led structures, as in the UK

This flexibility enables the brand to navigate regulatory and operational constraints effectively.

What it takes to succeed internationally

Based on decades of experience, Olivier Mermuys highlights several key principles:

1. Select the right market

Brands must assess legal frameworks, consumer habits and product relevance before entering a country.

2. Prepare extensively

International expansion requires solid groundwork, including market research, business planning and access to financial support mechanisms.

3. Dedicate resources

A full-time international lead is essential to ensure responsiveness and coordination.

4. Align internal teams

Expansion impacts all departments. Teams must be prepared, involved and aligned from the outset.

5. Choose partners wisely

Success depends on trust and long-term collaboration, not just profiles on paper.

Adaptation as a competitive edge

Adaptation is at the core of Cavavin’s strategy. The concept remains consistent, but execution evolves depending on the market.

In the UK, this translates into a stronger focus on experience-driven retail, where tasting and discovery play a central role.

As Olivier Mermuys explains, this approach is rooted in method rather than instinct:

It’s not about courage, it’s about asking the right questions upfront. Once you do that, it becomes logic.

This mindset allows Cavavin to reduce risk while accelerating growth.

Practical advice for UK franchise candidates

For entrepreneurs looking to join Cavavin in the UK, several key lessons emerge:

• Adapt to local consumer expectations
• Embrace a customer-centric, experiential approach
• Leverage the support and structure of the network
• Build a long-term partnership mindset

Franchise success relies on trust, alignment and execution.

A disciplined growth strategy

Cavavin follows a structured roadmap to ensure sustainable and scalable growth:

• Strengthen existing markets
• Enter one major new country per year
• Maintain focus to avoid overextension
• A model built for long-term international success

Cavavin’s expansion strategy demonstrates that international growth is not a leap into the unknown, but a structured process driven by data, preparation and adaptability. With solid fundamentals and a strong foothold in the UK, the brand is positioning itself as a scalable franchise model in the global wine retail market.