Romanian companies with international expansion plans took part in Madrid Market Immersion in Spain on September 22–25, 2026, part of the Beyond Borders program launched by Endeavor Romania and Romanian Business Leaders, which Banca Transilvania has recently joined.

Institutions and programs that support the growth of Romanian businesses in Spain 

Throughout the program, entrepreneurs had access to international expansion experts, as well as representatives of the Spanish business community and of the Romanian business diaspora, to help them understand the specifics of the local market.

The program was hosted by Mihnea Crăciun, Managing Director, Endeavor Romania, and Tiberiu Moisă, Deputy CEO, Corporate & SME, Banca Transilvania. They spoke about how the Endeavor global network and BT can help companies enter new markets.

• The agenda included meetings with representatives of ICEX (ICEX España Exportación e Inversiones), the Spanish government agency specialized in attracting foreign investment and advancing international trade through the Invest in Spain program.
  
  
• Mihaela Moes, Independent International Business Developer, outlined the key steps to building a business in Spain, offering a practical perspective as well — from assessing market potential and identifying the right partners to commercial validation through pilot projects and attracting customers.
  
  

• The program’s guests also included representatives of Romania’s diplomatic service, Raluca Mihăilă, Chargé d’affaires a.i. of the Embassy of Romania in Spain, and Sandra Gătejeanu Gheorghe, Consul General of Romania in Barcelona. They emphasized that the Romanian diaspora is a highly relevant source for strengthening economic ties between the two countries and for Romanian companies looking to expand in Spain.

Success stories of Romanian entrepreneurship in Spain 

• 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 on an international market.

• Entrepreneurs also learned more about the story of the Romanian start-up Pluria, directly from its representatives based 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 serves companies and provides access to a network of over 1,000 spaces across 150 cities in 20 countries — for coworking, meetings and events — via an app.

What Romanian entrepreneurs, participants in Madrid Market Immersion, say

Daniel Donici, co-founder of Artesana, a Romanian brand of artisanal dairy products:

“The four days spent in Madrid were dedicated to a question that has been on my mind more and more lately: how do you turn a strong local business into one that matters internationally? For Artesana, the timing couldn’t be better. After years of focusing on building the brand in Romania, internationalization is no longer just a nice idea on a strategy slide. It’s the next chapter we want to build seriously. And these days have reconfirmed something for me: crossing borders isn’t just about finding distributors and putting products on a truck or on a 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 can’t afford to lose along the way. I’m leaving 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 of Pluria:

“We have a dual perspective on internationalization. On the one hand, we’ve already taken the step: 80% of Pluria’s business comes from outside Romania, largely from Latin America. On the other hand, every new market shows us how much we still have to learn. International expansion remains a leap into the unknown. No market study, no report read from the comfort of your desk, and not even the advice of those who’ve done it before can truly prepare you. You don’t know what you don’t know, and many of the things that determine your success are cultural. That’s why I welcome initiatives like Beyond Borders: they put you directly 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 opportunities and directions identified.