With house prices rising and affordability rates increasingly high, changing homes has become an impossible dream for many people living in Portugal. “Buying a home is becoming increasingly difficult, and for many families the most realistic solution is to remodel what they already have,” confirms Paulo Neto Leite, Head of the Master Franchise of AQUI a tua Remodelação, in an interview with idealista/news.
In a market marked by a shortage of new housing and an ageing housing stock, the Spanish brand positions itself as a solution to transform second-hand homes in a simple, safe and efficient way. Paulo Neto Leite believes the company will “lead the sector as the most trusted renovation brand in the country, with a strong physical presence and a solid franchising network.”
Specialising in property renovation and rehabilitation, AQUI a tua Remodelação arrived in Portugal in 2025, opening its first “concept store” at Colombo Shopping Centre, followed by stores in Coimbra and Figueira da Foz. Recently, it inaugurated its fourth store in Portugal, this time in Saldanha, Lisbon, which has become the largest unit in the network worldwide.
As 2025 comes to an end, the outlook is promising: the Portuguese market is increasingly receptive to structured, high-standard renovation services, and the brand is beginning to consolidate its national presence with ambitious expansion plans.
The executive talks about the strategy used to win over clients, combining international experience, technical rigour and operational innovation, while also analysing the challenges and opportunities anticipated for the Portuguese market in the coming years.
“Portugal wants to renovate and needs trust and clear processes.”
Client profile and types of projects
Renovation
Source: Aqui a tua Remodelação
The Portuguese housing stock is largely old: around 60% of properties were built before the 1980s. This creates a natural demand for structured, high-quality renovations.
Projects are designed by architects and executed by engineers. In a sector where there is a great deal of uncertainty and mistrust from clients, the company eliminates this concern. “The client knows the price, deadline, materials, team and warranty before moving forward.” This approach reduces informality and increases predictability.
As for clients, the company identifies three main groups:
  • Families who want to adapt their home to real life;
  • Couples buying their first home;
  • Families undergoing change due to the birth of children or retirement.
Transparency and rigour win over the market
Construction works
Freepik
The brand’s financial performance in its first months of operation reveals that the Portuguese market is responding very positively. In its first three months in Portugal, AQUI a tua Remodelação reached €1 million in renovation projects, exceeding initial expectations.
“The initial pace showed that the market was more alert and more in need of professional services than we had anticipated for larger-scale works, the so-called full renovations,” says Paulo Neto Leite.
However, rising material and labour costs have been felt, but the company remains focused on optimising projects within the client’s budget, balancing quality and costs. “We can carry out the same bathroom, with the same dimensions, for between €7,500 and €20,000, depending on the finishes and materials chosen.”
The vision for the future
Construction works
Freepik
For 2026, the company estimates closing between €20 and €25 million in sold renovation projects, with potential annual growth of 15% to 20% through the opening of new stores and service expansion. As for trends, forecasts point to integrated and functional kitchens, complete bathrooms and turnkey full renovations, with a focus on energy efficiency and durability.
The franchising model: criteria and challenges
Aqui a tua Remodelação
Project in Almada
Source: Aqui a tua Remodelação
Following the opening of four stores in Portugal, the brand’s plan is to reach 15 concept stores and 100 franchises nationwide. But not just any candidate is accepted into the company’s ecosystem.
“We do not accept profiles that are merely interested in owning a business. We look for entrepreneurs connected to renovation and construction or management profiles oriented towards growth, who understand closed processes and want to accelerate results from day one,” explains Paulo Neto Leite.
Expansion management also requires close attention to team training, quality control and logistics. The executive reinforces that the brand is transforming the sector, starting with simple things such as clean worksites and strict compliance with deadlines. “It is this rigour, this resilience and the humility to acknowledge mistakes to clients that will deliver the necessary results,” he concludes.