On the first day of Digitalks Expo 2024, Chilli Beans founder Caito Maia took the stage to share his experiences and strategies in building an iconic and innovative brand. With his characteristic irreverence and entrepreneurial spirit, Maia led the lecture addressing the importance of authenticity, reinvention in retail and adaptation to new technologies. In addition to sharing remarkable stories from his career, he highlighted how Chilli Beans remains relevant and competitive in the global market.
Building an authentic brand
Caito Maia began his speech by recalling the beginning of his career and how Chilli Beans was born from a simple idea, but with great potential for growth. “I was on a beach and noticed that people were wearing colored glasses not only to protect themselves from the sun, but as a fashion trend,” he explained. Based on this observation, he bought 300 pairs of glasses from a street vendor, brought them to Brazil, and began selling them. “I didn’t even know what tax was, but everything sold,” he said, highlighting the importance of identifying market opportunities and having the courage to innovate.
One of Chilli Beans’ major milestones was the creation of kiosks in shopping malls, a sales format that, according to Caito, revolutionized the retail market in Brazil. “When you see a bunch of kiosks in shopping malls today, we were the ones who invented it. At the time, kiosks only sold cheese bread and coffee,” he said.
The challenge of reinvention in the market
Caito also brought up a central theme for the talk: the need to always be ahead of the curve, innovating and seeking new sales channels. He revealed that Chilli Beans continues to expand its operations, not only in Brazil, but internationally, and that the brand is constantly testing new formats, such as sustainable containers made from plastic collected from the ocean. “We can’t open stores in cities with less than 50,000 inhabitants, so we invented this sustainable container,” he explained, highlighting the brand’s efforts to explore new market possibilities in a sustainable way.
Regarding the growth in online sales, Caito was emphatic: “Online sales were 3% before the pandemic, but today they represent 20%.” He emphasized the importance of integrating the digital experience with the physical one, noting that 30% of Chilli Beans’ sales in physical stores are generated through online channels.
Sustainability and new consumption channels
Sustainability was another topic addressed during the lecture. Maia announced that, starting in 2025, Chilli Beans will become the largest sustainable eyewear brand in the world, with the production of two million units. “We are very concerned about sustainability,” he said, highlighting the company’s commitment to acting consciously in the market.
Furthermore, the entrepreneur shared that the brand is investing in new ways to reach consumers, such as entering parks and smaller cities through kiosks and containers. “There are 1,200 parks in Brazil. People go running, and we are there selling glasses. There will always be a new channel in front of you,” he highlighted.
Diversity and inclusion as pillars of the brand
Another point of the presentation was Chilli Beans’ commitment to inclusion and diversity. “When working at Chilli Beans, your sexual orientation, religion or color doesn’t matter. We respect people as they are,” he emphasized. Caito shared the story of a trans woman who, shortly before the talk, contacted him looking for a job opportunity, highlighting the brand’s social role in opening doors and fighting prejudice.
Global achievements and the power of storytelling
During his talk, Caito also celebrated Chilli Beans’ international expansion, which now has 22 countries and 25 stores in the Middle East. He shared a curious story from a visit to Kuwait, where a store manager wearing a burqa revealed that she had a Chilli Beans tattoo on her leg, showing how much the brand means to its consumers.
Furthermore, Maia highlighted the power of storytelling as a crucial tool for building strong brands. “Every influencer, every company has a story. Tell your story to the customer, it makes all the difference,” he said, giving an example of an action involving the song ‘Faroeste Caboclo’, by the band Legião Urbana, which inspired the design of one of Chilli Beans’ products.
The Future of Chilli Beans
At the end of the presentation, Caito Maia shared ambitious plans for the company’s future, including the production of a feature film about the history of Chilli Beans, scheduled to premiere in 2027. “It is an honor to see our trajectory being transformed into a film,” he said.
He also highlighted the growing use of artificial intelligence in the brand’s campaigns and its continued expansion into new international markets. “Chilli Beans is a brand that never stops. We are always looking for new challenges and new ways to connect with our consumers,” he concluded.
Caito Maia ended his participation with his trademark charisma and irreverence, leaving a clear message to the entrepreneurs present: “If you don’t reinvent yourselves, you will be left behind. Have the courage to be different.”
