Brand goal to end 2023 with revenues of R$ 1.2 billion and 150 new stores
The return of the Chilli Beans Mob Cruise was certainly spicy. After a three-year hiatus and an investment of BRL 10 million, the event on the high seas brought together art, music and culture in an immersive experience in the brand’s DNA, made up of daring, respect and diversity.
Traditionally thematic, the 2023 Superdose, an event that presents the collections that will be launched throughout the year, brought ‘Futura’ as the theme, which was the basis of the entire visual identity of the presentation that featured a play of lights, revolving stage, dancers and clothes that glowed with LEDs. There, the public could see firsthand the models that will be sold by the stores.
“It’s really crazy because, when you have an open heart, very special things happen. The ship has a different business and her return was exactly the way we imagined”, said Caito Maia, CEO and founder of Chilli Beans.
With the goal of closing 2023 with revenues of BRL 1.2 billion and 150 new stores, the brand will have a range of products that navigate between the geek and the fashionista and fans will be rewarded with collections from Marvel, Disney, Game Of Thrones, Dragon Ball, NBA, Halloween and Rolling Stones.
“Fifteen years ago, we realized that if we kept selling sunglasses we were going to die. Everyone sells sunglasses, so we specialized in telling stories through the product. When things started to look cool, brands started looking. We have a whole calendar of geek releases, for example. An audience that we brought in and that is very loyal”, said Caito.
In addition, Chilli Beans also teamed up with artists and influencers and presented the collections with Xam and Bianca Andrade. Focused on valuing the native peoples of Brazil, the brand will also launch a collection featuring the Yawanaw people.
The ship as a brand experience
With a record number of sponsors, totaling 25, a number that represents a 150% increase in sponsorship revenue compared to 2019, Caito celebrated the achievement and stated that he wants to double that percentage next year.
“This year we had a record of sponsorships and, next year, there is already a bank that wants to be with us on the ship. This is happening in a very nice way. We are managing to show the market that this is an open event, of entrepreneurship and experience, and the brands are coming after us. This year we had 150% more sponsorship compared to the last Chilli Beans Mob Cruise and, next year, I want to double it”, said the founder of the brand.
Among the brands that joined Chilli Beans for the ship, three were the main ones, namely Mercado Livre, Essilor and Link Retail.
In terms of finances, Caito said that the ship’s accounts are now closed and balanced, but that the biggest gain from the experience is not something that can be quantified, since what the brand gains the most from the event is branding.
“I could never convince my financial director to build the ship, because what you gain here in terms of branding, branding, experience, you can’t quantify it. But, after a lot of taking a beating from my finances, this year we managed to balance the accounts. It is important to tell the businessmen that the exercise in brand investment is what makes the difference. The return is not immediate, it is in the long term. Today, the ship already closes the account and, in addition, we still make an investment of brand that is very important to us”, said Caito.
Chilli Man: o Caito rockstar
Speaking of Caito, the rockstar attitude set the Costa Favolosa auditorium on fire and drove the public, made up of franchisees, managers, supervisors and salespeople, to delight at every appearance by the founder of the brand.
Clearly comfortable under the spotlight, the CEO of Chilli Beans serves as a motivator for employees, extolling the work of shopkeepers at every minute and their importance to the success of the brand.
During SuperDose, when Caito shone on the event’s stages and filled the transatlantic’s theater, it became clear what the presence of the brand’s founder does to employees.
With screams, cries and a resounding applause, SuperDose ended showing that Caito has a role in that space. Far beyond owner and founder, he is seen there as an opportunity and a source of motivation.