Krispy Kreme is set to enter the Netherlands through a new franchise agreement, continuing its international expansion strategy across Europe. The company has partnered with Jafa Holding BV to develop the market, with the first store expected to open in late 2026 and additional locations to follow as the brand builds its presence in the country.
The initial Dutch location will feature Krispy Kreme’s “Hot Light Theater Shop” concept, where doughnuts are made fresh on-site and sold directly to customers. The store is also expected to act as a production hub to support future expansion, forming the foundation for a phased rollout across the market.
Building Growth Through Franchise Partnerships
The Netherlands entry reflects Krispy Kreme’s broader approach to international growth, which relies heavily on franchise partnerships with local operators. This model allows the brand to expand into new markets while leveraging local expertise for development and operations.
The company has increasingly focused on a capital-light expansion strategy, using franchising as its main vehicle for global growth. Outside the United States, Krispy Kreme continues to build a mix of franchised and company-operated locations across multiple regions.
With the addition of the Netherlands, the brand strengthens its European footprint and adds another market to its international development pipeline. The move comes as Krispy Kreme continues to target new growth opportunities in key global markets through structured franchise agreements.
The agreement with Jafa Holding BV marks a further step in the company’s long-term plan to scale its presence internationally while maintaining its core retail experience across markets.
