Franchising is a business model disseminated globally. In Brazil, because of the great grip and reproduction in scale, the franchise system has significant participation in the economy. Nevertheless, franchising is not a simple process and has advantages and disadvantages for franchisor and franchisee. Especially in the retail sector, which has the final consumer the focus of their attention, franchise system management demands more franchisor s care. The subject of this research is the franchise as a business strategy for companies in the retail industry. We conducted a case study of AD Life Style, Rio company s retail segment of fashion and clothing that 20 years ago began its expansion through franchising, having now a network of 65 franchised stores with 25 operators in major Brazilian cities