A powerful partnership

First published on Global Franchise Magazine

Discover how two franchising associations are working together to make life easier for their members.

Founded in 2012, “IREF Italia-Federazione delle Reti Europee di Partenariato e Franchising”, started its activity in 2013.

From the very the beginning, the association proposed innovative typology of “ associative participation“ guiding the users attention to focus on determinate topics that aim to improve laws that regulate franchising, through technical and legal analysis of jurisdictional proceedings issued by courts and unfavourable to major brands and by conveying the possibility to work as a “commercial network” with different contractual instruments from franchising, but equally effective (trademark license, network partnership , concession sales , distribution, etc.).

Important change has been inspired by the “IREF-Fédération des Réseaux Européens de Partenariat et de Franchise” activity, an historical French association founded in 1981 which joined IREF Italia, defines an epic transition and major change in the associative panorama, expanding the scenery that was, until then, only territorial.

This is a unique associative project, which focuses globalisation and Europeanism as resources for the utilization of new energies, focalizing on the market with a wide angle view, not only regarding products, but placing the attention on ideas, experience, professional services and interchange.

Two models

Both Associations place themselves under the aegis of the two terms in their determination: “Networking Partnership” and “Franchising”. In France both distribution model are governed by the same legislation called Loi Doubin, which holds the contractual instruments mainly in the Nation. In Italy Franchising regulations are determined by Law n.129 / 2004, but on the other hand the Networking Partnership is not well known and hasn’t a specific regulation. For this matter, IREF Italia has created the “Il Paternariato IREF” (available in both French and Italian language) which contains analysis and direct comparison with Franchising.

Clear Certification

The activity of IREF Italia is focused in introducing more and more professionalism in the Franchising and Commercial Network scenery through initiatives and tools available to its Associates and targeted accordingly to the referenced market. Therefore, thanks to the French experience, IREF Italia in collaboration with Bureau Veritas has introduced in Italy the “Certificazione delle Reti Commerciali” (“Certification of the Commercial Network”).

This Certification is one of the most innovative services ever made available to commercial networks (not only franchising) aiming to determine which elements need to be made available for members. Thanks to this exclusive collaboration between IREF Italia and Bureau Veritas, all forms of commercial network can now receive appropriate certification reserved to the methodology of implementation of their network – enabling them to stand out and rise compared to the direct and indirect competitors on the market. It’s highly enriching, innovative and above all professional innovation, and certain to increase a network competitive advantage; all stakeholders will be able to appreciate that this is a “real certificate”, issued by a third party – concretely providing how IREF Italia credits the operator with absolute transparence and professionalism. Further information can be found on the dedicated Bureau Veritas website, and by downloading the brochure.

Effective initiative

These activities and these tools are part of the many initiatives that IREF Italia has introduced and continues to introduce, yo provide its members with appropriate tools necessary to deal with a market that fluctuates between high professionalism and great superficiality – and not always honorable intentions, enabling them to stand out amongst countless start-up initiatives launched by potential franchisor and avoid the risk of failure caused by lack of professionalism and organization.

Foreign networks that want to operate in Italy should make themselvs aware of Law – n. 129/2004, as well as some other measurements that are covered in Regulation n.204, established on September 2nd 2005. The Italian and English versions of Law 129/2004 and Regulation n.204/2005 are available to download from the IREF Italia website.

To find out more, please contact DESITA CEO Norman Cescut, also National and International Coordinator of Iref Italia.

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