Romanian companies with plans for international expansion took part, between September 22-25, 2026, in Spain, at Madrid Market Immersion, part of the Beyond Borders program, launched by Endeavor Romania and Romanian Business Leaders, which was recently joined by Banca Transylvania.
Institutions and programs supporting the development of Romanian businesses in Spain
During the program, entrepreneurs had access to experts in international expansion, as well as representatives from the Spanish business community and the Romanian business diaspora, to understand the specifics of the local market.
The hosts of the program were Mihnea Crăciun, Managing Director, Endeavor Romania, and Tiberiu Moisă, Deputy General Manager Corporate & SME, Banca Transilvania. Their messages focused on how the global Endeavor network and BT can support companies in accessing other markets.
- Agenda included meetings with representatives ICEX (ICEX Spain Export and Investment), Spanish government agency specialized in attracting foreign investment and international trade through the program Invest in Spain.
- Mihaela Moes, Independent International Business Developer, outlined the key milestones in developing a business in Spain, providing a practical perspective – from assessing market potential and identifying the right partners to commercial validation through pilot projects and attracting customers.
- Among the program’s guests were even representatives of Romanian diplomacy, Raluca Mihăilă, Chargé d'affaires a.i. of the Romanian Embassy in Spain, Sandra Gătejeanu Gheorghe, The Consul General of Romania in Barcelona, who emphasized the idea that the Romanian diaspora is a very relevant source for strengthening economic relations between the two countries, as well as for Romanian companies wishing to expand in Spain.
Success Stories of Romanian Entrepreneurship in Spain
- The participants had the opportunity to meet Dragoș Chivu, Chief Commercial Officer at Digi España, who spoke about how the company he represents built its presence in Spain and became one of the most successful Romanian companies in an international market.
- Entrepreneurs learned more details about the story of the Romanian start-up Pluria, directly from its representatives established in Spain, Gabriela Drăghia, CRO and co-founder, Andrei Crețu, CEO and co-founder and Adina Crețu, Community & Events Lead. Launched in 2020 in Romania, Spain, and Colombia, the business targets companies and offers access to a network of over 1,000 spaces in 150 cities across 20 countries – for coworking, meetings, and events, through an app.
What Romanian entrepreneurs participating in Madrid Market Immersion say
Daniel Donici, co-founder Artesana, Romanian artisanal dairy brand:
“The four days spent in Madrid were dedicated to a question that has been increasingly on my mind lately: how do you turn a strong local business into a relevant international one? For Artesana, the timing couldn’t have been better. After years of focusing on building the brand in Romania, international expansion is no longer just a nice idea on a strategy slide. It is the next chapter we want to build seriously. And these past days have reconfirmed something for me: crossing borders doesn’t just mean finding distributors and loading products onto a truck or plane. It means understanding other markets, other consumers, other cultures. Building relationships. Learning from those who have already made the journey. And, perhaps most importantly, knowing very clearly what you need to adapt and what you must not lose along the way. I leave Madrid with more ideas, more connections, and inevitably, even more questions. Which, for me, is usually a good sign!”
Andrei Crețu, CEO and co-founder Pluria:
„We have a dual perspective on internationalization. On one hand, we have already taken the step: 80% of Pluria’s business comes from outside Romania, mostly from Latin America. On the other hand, every new market shows us how much more we have to learn. International expansion remains a leap into the unknown. No market study, no report read from the comfort of your office, and not even advice from those who have done it before can truly prepare you. You don’t know what you don’t know, and many of the factors that determine your success are cultural. That’s why initiatives like Beyond Borders are welcome: they put you straight on the ground and show you the real challenges and opportunities. After all, Pluria exists because some things can’t be done remotely. Entering a new market is one of them.
Once the program in Spain is completed, participants benefit from mentoring and follow-up sessions structured around the identified opportunities and directions.
