In the age of hybrid work and fast-paced international growth, Braze — the customer engagement platform — has quietly turned flexible office spaces into a strategic asset. For the New York-based tech company, coworking isn’t just a stopgap; it’s a deliberate, repeatable model for launching in new markets and scaling teams effectively.
From London to Bucharest and Singapore to Berlin, Braze has adopted a consistent three-stage playbook: begin in a coworking hub, graduate to a managed flexible office, and, once local maturity is reached, secure a fully-branded, long-term headquarters.
When Braze enters a new geography, it typically places a small team of 3 to 5 people in a premium coworking environment — providers like WeWork, Mindspace, or JustCo. The goal at this early stage is recruitment and agility. “A handful of people in a private office can feel empty,” said Dan Head, Braze’s former SVP and General Manager, in a 2017 interview. “Coworking offers a ready-made community that helps attract talent and build early momentum.”
As teams grow beyond a dozen members, Braze transitions into managed flexible offices, often in spaces such as those provided by Business Cube in London. These environments offer the autonomy to customize branding and host clients, while still outsourcing logistics like cleaning, security, and tech infrastructure.
When the local presence surpasses 25–30 employees, Braze typically commits to a permanent, dedicated space. In London, this meant moving from Shoreditch coworking desks to a 4.800 m2 headquarters in 2022. In Bucharest, the same evolution unfolded. After entering Romania via coworking in 2024, Braze inaugurated a 2,200 m² office in Oregon Park in early 2026.
Founded in New York in 2011, Braze provides a platform for brands to engage with customers in real-time across mobile, web, email, and more. With tools built around personalization and data-driven engagement, the company serves global names like HBO, Burger King, and Sephora.
Braze now employs over 1,700 people and maintains a growing international footprint, including offices in London, Tokyo, Paris, Singapore, Berlin, and Bucharest. Coworking spaces remain central to their operational flexibility, with providers like JustCo supporting their teams in Asia.
Even as Braze graduates to traditional leases in mature markets, coworking spaces continue to play a role — particularly for events and ecosystem engagement. In Berlin, the company hosted a recent “Brunch & Learn” session at Fora, highlighting how shared environments can serve as both launchpads and platforms for brand presence and outreach.
In a commercial real estate landscape that’s still adapting to post-pandemic trends, Braze’s methodical use of coworking spaces provides a compelling model. By treating office strategy as a growth enabler — not a constraint — the company continues to match flexibility with execution, market after market.
Pic source: Braze Romania LinkedIn