El Corte Inglés may feel the same if Harrods or Printemps arrives. Mercadona may face competition, if Whole Foods Market opens. But these Spanish companies are all happy and sleeping soundly, because so far, great global brands have not penetrated Madrid. 

But why should international brands open shops in this city? What do they have that others don´t? The answers are in our midst. In these interesting times, we believe that the key to maintaining a competitive edge lies in a wisely considered expansion. Madrid is the ideal choice for most brands: exciting opportunities, receptive market, and a friendly business environment. Experts also confirm the steady economic growth of the country, the increase in value of the city´s prime retail pitches, and the favorable sales turnover in recent years. And let´s face it, Madrid´s most expensive streets - Preciados, Serrano and Gran Vía - all pale in comparison with the skyrocketing rents of Champs-Élysées in Paris, Bond Street in London, and Via Montenapoleone in Milan. 

True, there are international brands that have recently expanded retail operations in the country´s capital. Shoppers and visitors are greeted by Victoria´s Secret, Decathlon, Aeropostale, COS, Kenzo, Guess, Dockers, Pinko, and Tesla, all of which offer a total shopping experience for their customers. Giant brands such as Costco and Amazon have already positioned their flagship stores on the outskirts of Madrid to cater to the needs of countless Madrileños. The massive turnout on the inauguration of the first burger joint of Five Guys in all of Spain has generated a buzz from burger lovers and food enthusiasts, and will continue to do so as they introduce their own spin on the culinary scene. And foodies can now enjoy Wagamama, Carl´s Jr., Tim Hortons, Sinatra ya, etc.

Other foreign brands such as Kasanova, Banana Republic and Anthropologie are reported to be eyeing Madrid for their next retail address as part of their expansion plans.

However, if you think Madrid has everything, then look again!  Fashion connoisseurs would love to see Fendi, Givenchy, Tory Burch, Tom Ford, and Moschino in their walk-in closets. Premium brands such as Chloe, Paul Smith, Moncler, Tiger of Sweden, Whistles, and All Saints would lure fashionistas to take a peek at their chic boutiques. Asian brands such as SM, Bench, Jollibee and Anta may find a niche in the Spanish market. Popular brands such as Old Navy and American Eagle Outfitters can make consumers jaws drop in awe at what they have been missing.

On the gourmet scene, Germany´s restaurant chain Vapiano will be a delectable treat for food patrons, while coffee drinkers may yet discover their favorite cup of coffee courtesy of Gloria Jean´s and Seattle's Best. 

So what´s keeping other foreign brands from opening shops in Madrid? Is there really a market for their products? Does the combined force of Inditex brands such as Zara, Massimo Dutti, Uterqüe, Bershka, Stradivarius, Pull & Bear, Oysho, Lefties, and Zara Home scare potential fast fashion companies away from the Spanish market? The answer may lie in product differentiation between the aforementioned brands. Is it possible that certain brands test the market via El Corte Inglés Department Store, in which their products are displayed for prospective shoppers?      

Marketing Principle´s piece of advice is timeless-- study your clients. How do they position their products alongside their competitors? Is the price affordable to the consumers´ pockets? Needless to say, a lot of research questioning is needed, which requires off market solutions and strategic consultancy. 

Madrid can be an exciting opportunity for foreign brands but only if we make them realize the potential advantages this city can offer them. It is often only a matter of time before the brand giants expand their global footprint into major cities, and Madrid is certainly on every company´s list. The retail space consultant who can smell an incoming brand and offer the best flagship store is in for a bonanza.