Romanian companies with plans for international expansion participated in the Madrid Market Immersion program, held between September 22–25, 2026 in Spain. The program is part of the Beyond Borders initiative, launched by Endeavor Romania and Romanian Business Leaders, which Banca Transilvania recently joined.

Institutions and programs supporting the development of Romanian businesses in Spain 

Throughout the program, the entrepreneurs had access to experts in international expansion, as well as representatives of the Spanish business community and the Romanian business diaspora, to gain insight into the specifics of the local market.

The program was hosted by Mihnea Crăciun, Managing Director of Endeavor Romania, and Tiberiu Moisă, Deputy CEO for Corporate & SME at Banca Transilvania. Their remarks focused on how the global Endeavor network and BT can help companies access new markets.

• The agenda included meetings with representatives from ICEX (ICEX España Exportación e Inversiones), a Spanish government agency specializing in attracting foreign investment and promoting international trade through the Invest in Spain program.
  
  
• Mihaela Moes, an independent international business developer, presented the key steps in developing a business in Spain, offering 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 representatives of the Romanian diplomatic corp, including Raluca Mihăilă, Chargé d’Affaires a.i. of the Romanian Embassy in Spain, and Sandra Gătejeanu Gheorghe, General Consul of Romania in Barcelona, who emphasized that the Romanian diaspora is a highly relevant resource for strengthening economic relations between the two countries, as well as for Romanian companies seeking to expand into 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 has built its presence in Spain and became one of the most successful Romanian companies in an international market.

• The entrepreneurs learned more about the story of the Romanian startup Pluria directly from its representatives 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 caters to companies and provides access to a network of over 1,000 premises in 150 cities across 20 countries—for coworking, meetings, and events—via an app.

What Romanian entrepreneurs participating in the Madrid Market Immersion have to say

Daniel Donici, co-founder of Artesana:

“The four days I spent in Madrid were devoted to a question that has been on my mind more and more lately: how do you transform a strong local business into one with international relevance? 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’s the next chapter we’re serious about building. And these past few days have reaffirmed something for me: crossing borders isn’t just about finding distributors and loading products onto a truck or a plane. It’s about understanding other markets, other consumers, and other cultures. It means building relationships. It means learning from those who’ve already paved the way and, perhaps most importantly, it means knowing very clearly what you need to adapt and what you shouldn’t 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 leap: 80% of Pluria’s business comes from outside Romania, mostly from Latin America. On the other hand, every new market shows us just 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 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 factors that determine your success are cultural. That’s why I welcome initiatives like Beyond Borders: they put you right in the field and show you the real challenges and opportunities. After all, Pluria exists because some things simply can’t be done remotely. Entering a new market is one of them.”

Once the program in Spain is complete, participants will receive mentoring and follow-up sessions structured around the opportunities and directions identified.