Chilli Beans
Expansion of the Brazilian eyewear brand in Portugal and Europe.
Brand expansion · Lisbon, Portugal
Your brand's partner for international expansion.
We help consumer brands from anywhere in the world expand internationally, with brand representation, market entry advisory and partnerships in Portugal, across Europe and beyond.
20+ years in retail, franchising and international expansion
15+ years in travel retail
Direct access to leading retailers and trusted suppliers
Based in Portugal, connected worldwide
Where we work
Home base · Nationwide
Portugal
Our home base. We are here in person for meetings, negotiations, store visits and launch events.
EU · 27 markets
Rest of Europe
Portugal is a smart first market and a natural test ground before scaling across the EU.
United States · Brazil
Americas
Through our parent company 4-TR LLC and our network in Brazil, we connect brands across the Atlantic in both directions.
Gulf · Wider region
Middle East
Expansion support for brands looking at the Gulf and the wider region.
Any origin → Portugal → Europe
Europe → Brazil · US · Middle East
Approach
No copy and paste
A brand that works at home does not automatically work abroad. We start by understanding the market: who buys, at what price, through which channels, and what local competitors already do well.
We protect the brand's DNA and stay flexible on everything around it. We call it brand humility: the confidence to keep what makes you unique, and the openness to learn from a new market.
Mutual Dedication was founded by Gabriella Nogueira, with more than 20 years in retail, franchising and international expansion, including 15+ years in travel retail. Her experience spans Chilli Beans, Zara, Sawary Jeans, Carmim, Disney and Reddit, and she has shared it in talks at events such as the WTC Work Hub and as a guest speaker at universities.
Services
How we work with you
- On the groundMain service
Your brand's partner on the ground in Portugal
We are already here, so you don't have to relocate anyone. After an alignment session with your team, a dedicated key account represents your brand in Portugal for a set number of days each month.
- Partner and retail meetings
- Negotiation and deal closing
- Landlords and locations
- Liaison with your marketing team
- Activations and events
- Monthly report to HQ
- Advisory
Market entry advisory
Sessions to review your expansion project with a clear, honest view of what is possible in this market and what is not: opportunities, challenges, pricing, channels and partners. When you need market research or marketing execution, we bring in trusted specialists and coordinate them for you.
- Franchising
Franchise expansion
Adapting the franchise model to the new market, finding and selecting the right franchise partners, and supporting the first openings until the network runs on its own.
- Network
Connections and partnerships
Direct introductions to the leading retailers in Portugal, plus distributors, franchise partners, landlords and media, with support until the agreement is signed.
- Travel retail
Airports and travel retail
More than 15 years of experience in travel retail. We help brands get listed with duty free and airport operators, plan their presence at TFWA and other trade events, and build the commercial case that operators want to see.
Ways to engage
Strategy session
Monthly advisory
Days on the ground per month Success fee on signed deals
Brands we have worked with
Selected experience
Zara
Work with one of the world's leading fashion retailers.
Sawary Jeans
Work with the Brazilian denim brand.
Carmim
Experience with the Brazilian women's fashion brand.
Disney
Experience with one of the world's best-known entertainment brands.
Work with the global online community platform.
Who we help
Brands ready for their next market
We work best with consumer brands from any country that are already strong at home and ready for Portugal and Europe, and with brands that have just arrived and need someone local to open doors and make things happen.
- Beauty
Beauty & personal care
Heritage and new beauty brands moving into European retail, pharmacies and their own stores.
- Active
Sportswear & activewear
Performance and lifestyle apparel looking for flagship locations and wholesale partners.
- Food
Food & beverage concepts
Healthy food, juice and café concepts expanding through franchising and own stores.
- Fashion
Fashion & accessories
Apparel, denim, eyewear and accessories brands building a presence across Europe.
The group
Two companies, one network
United States
4-TR LLC
Parent company, co-founded by Gabriella. Our base for US brands and partners.
European Union
Mutual Dedication Lda
European subsidiary based in Lisbon, Portugal. Brand representation and expansion across Europe, with reach into Brazil and the Middle East.
Contact
Planning to enter Portugal? Let's talk.
Founder
Gabriella Nogueira
Office
Lisbon, Portugal