‘The European market not just as a possibility, but a necessity for growth’
‘The European market not just as a possibility, but a necessity for growth’
Barcelona-based consultancy firm TopBrands is working closely with Welsh businesses to reignite trade relationships with the European Union, according to company representative Oriol Garcés, who spoke to Businessin Wales at the recent Wales Business Awards.
Garcés, who has extensive experience in export and business development, said the firm is focused on helping small and medium-sized enterprises (SMEs) in Wales navigate post-Brexit trade challenges and identify growth opportunities across the EU, with Catalonia serving as a key entry point.
“We’re here to help Welsh businesses expand, export, and get their food and products into the EU,” Garcés explained. “We see a lot of cultural and business similarities between Wales and Catalonia, particularly in the SME landscape.”
TopBrands sees strong alignment between the two regions: both are home to multi-generational, locally rooted companies that have seen domestic success and are looking to scale. While many Catalan firms have leveraged EU access to grow, Welsh businesses face new barriers following Brexit.
“There’s a perception among some Welsh companies that the EU is now distant or cut off. But we’ve found that many are beginning to see the European market not just as a possibility, but as a necessity for growth,” said Garcés.
Despite geopolitical uncertainty, he says there’s a renewed interest in diversifying trade beyond the UK, US, and other English-speaking markets.
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“Many companies are reconsidering Europe, not just as an option, but as something they must explore. Catalonia is proving to be a natural starting point, thanks to the cultural ties and mutual understanding.”
Garcés pointed to two sectors where Welsh SMEs are gaining traction:
Research-driven enterprises – Small businesses linked to universities and innovation centres that integrate R&D into product development are finding it easier to compete internationally.
Established producers – Companies in agritech, manufacturing, or food and drink sectors, especially those with a clear value proposition, are beginning to see opportunities to incrementally grow exports into European markets.
“The model is often simple: start small and expand steadily. A business might go from 0% to 30–40% of its revenue coming from overseas within a decade. That’s transformational.”
Reflecting on his experience at the Welsh Business Awards, Garcés said he was “shocked” by the quality and potential of many products he encountered, products with clear differentiation and EU-market appeal, yet little or no presence in Europe.
“These companies have real value propositions. The potential is there. What’s missing in some cases is simply the strategy, contacts, or confidence to make the move.”
Garcés and TopBrands hope to fill that gap by building relationships, opening market channels, and providing tailored consultancy to bridge Welsh innovation with European demand.
