Italian products carry a reputation that few countries can match. People like to buy Italian. There is a global appetite for “Made-in-Italy.” Italy is known the world over for its design, craftsmanship, food, manufacturing and flair, but many great Italian companies and brands remain unknown outside of Italy.

The question isn’t if Italian brands can succeed internationally, it’s how they can take the leap. Whether you’re a family-run ice-cream store in Puglia or a Milan-based startup, this is a good time to take your brand global.

Spoiler: you don’t have to be Barilla or Armani to go global. Some of the most inspiring international stories we hear come from smaller, agile Italian brands that found smart ways to scale without losing their identity.

There’s a global appetite for Made in Italy: There’s an increasing global demand for authentic Italian products, from fashion to food to design. The “Made in Italy” stamp is recognized as a mark of excellence, and people around the world are eager to invest in high-quality, well-crafted Italian goods.

The rise of e-commerce and digital marketing has leveled the playing field. Thanks to digital transformation, today, it’s easier than ever for small companies to reach international audiences without requiring substantial upfront investments. Whether you’re selling from a website or using social media, the world is at your fingertips.

Italy has a strong export position, it’s the 8th largest exporter globally, much of it comes from the big players. But there’s an infrastructure in place and a lot of room for small-to-medium enterprises (SMEs) to carve out their space and grow. Over 80% of global purchasing power is outside the EU meaning that tapping into international markets for growth opportunities makes sense. Why limit yourself when the demand is out there just waiting to be met?

Recent supportive trade agreements, such as the EU-Japan Economic Partnership and CETA with Canada, have made it easier for Italian businesses to export goods and services abroad. Fewer tariffs and smoother regulations are helping open doors to international markets.

With the development of powerful language tools like machine and AI translation and accessible professional human reviewers and localization experts, language is no longer a barrier. You can communicate with your buyers and clients across the globe in their native language, breaking down barriers that once seemed insurmountable.

It’s not just the household names. Lots of smaller Italian brands, start ups and family run business are taking the world by storm, too. Here are some examples of how Italian businesses are successfully navigating international markets and growing:

Golden Goose: The artisanal luxury Italian sneaker brand pairs high-quality craftsmanship with street-style appeal. InQ1 2025 they reported a +12% in net revenues reaching €164.5 million. Their impressive success spreads across global markets. In 2024 EMEA accounted for 48%, the Americas for 40% and the Asia-Pacifice (APAC) region for 12%.

GCDS (Giuliano Calza Design Studio): the Italian streetwear brand founded only 10 years ago in 2015, achieved €25 million in revenue in 2023, marking a 20% increase from the previous year. The brand’s unique blend of streetwear and Italian high fashion has resonated globally, especially in Asia and the U.S.

Acetificio Andrea Milano: The family-owned, Naples-based, vinegar producer is growing internationally by capitalizing on global health trends. 70% of their sales come from exports that are expected to hit 50m this year.

Barberia Colla: A historic, Milan-based barber shop brand, Barberia Colla is expanding its iconic Italian grooming products and services worldwide. By maintaining a strong commitment to tradition while embracing the latest in grooming techniques, Barberia Colla offers a personal, authentic Italian experience that’s found fans across the globe.

Caffè Pascucci: A family-owned coffee roaster from Italy, Caffè Pascucci is making it big on the global stage. The company has built a loyal following by focusing on premium quality coffee and its commitment to sustainability. With products now available in over 30 countries, Caffè Pascucci is a perfect example of how Italian craftsmanship and attention to detail can fuel international growth.

Internationalization is possible. There are several resources available to help businesses navigate global markets and make the most of the opportunities at hand.

The Italian Trade Agency (ICE) offers a variety of services to support Italian companies in their efforts to expand abroad. This includes marketing assistance, trade missions, and connecting with distributors or local partners.

SACE (Servizi Assicurativi per il Commercio Estero) provides insurance and financial support for Italian companies looking to enter international markets and minimize risks.

Beyond trade agencies, many digital platforms provide support to Italian brands looking to go global. For instance, digital marketing agencies specializing in international expansion can help create multilingual websites, run targeted campaigns, and use SEO and social media strategies to attract customers from around the world.

Collaborating with local distributors, agents, or partners in target markets can help Italian brands gain a foothold in new regions. Many international markets are more receptive to local connections, as they help overcome cultural and market-entry barriers.

The Regione Lombardia and other local entities sometimes offer funding for companies that want to sell their products and services globally.

The world is more interconnected than ever before. Now is the perfect time for Italian businesses of all sizes to grow through internationalizing. From the power of digital tools to the demand for high-quality, authentic products, growth opportunities are there. As long as you stay true to your roots and embrace innovation, there’s no reason your brand can’t succeed overseas.

So, whether you’re making hand-crafted pasta, designing the latest tech gadget, or building furniture, the world is waiting. Your heritage, your craftsmanship, your passion are the things that set Italian products and services apart. And with the right strategies in place, there’s no limit to your global growth.