L'Express (Alain Weill): launch of L'Express Franchise (formerly What The Franchise)

The French start-up What The Franchise, which connects brands offering franchises with candidates, has joined the L'Express group, led by Alain Weill, former boss of Altice France, the two companies announced on Wednesday, February 1. What The Franchise is therefore renamed L'Express Franchise, the founders Arthur de Choulot and Nicolas Guillemot became the CEOs.

In 2023, L'Express Franchise aims to work with 300 brands. This new activity for L'Express is part of the strategy of Alain Weill who took over the group in July 2019: its relaunch was a "starting point" for diversified projects (Satellifacts, September 23, 2021). "With L'Express Franchise, we are only redoing what has always existed in the press, putting our readers in touch with the best partners," explained the CEO, quoted in the press release which indicated that the magazine's audience has changed “with more working people and upper-middle class executives, likely to want to create a franchise tomorrow.”