"The largest Brazilian chain of sunglasses and accessories". This is Chilli Beans, in a few words: provocative, spicy, involving. It is the spice brand. A brand that launches new sunglasses, new watches, new possibilities every week – that means you always have new ways to compose your outfit!
With over 450 exclusive selling points in Brazil, the United States, Portugal, Angola, Colombia and Kuwait, Chilli Beans is a diversified brand with a line of products that includes, besides sunglasses, watches and prescription eyeglasses frames. In addition, the brand supports a whole world of activities, sponsoring parties, shows, sports and social actions.
It is obvious that a brand like Chilli Beans invests in and promotes the most diverse events. Besides being a reference as a ticket selling point, Chilli Beans also supports large parties and promotes shows of notorious international atractions, such as LCD Soundsystem, Vive La Fête, New Young Pony Club, The Belgians, Passion Pit DJ set, The Cribs, The New Yorkers and also the top DJs Skasi, Tiësto and Fatboy Slim.
Unusual marketing strategies are imprinted in Chilli Beans' DNA. Balloon flights, the Cow Parade and guerrilla actions are part of the daily routine of the brand's divulgation. In 2010, the company sponsored the transmission of ex-Beatle Paul McCartney's show by Globo TV Network, as well as the hottest party in Big Brother Brazil 10.
Chilli Beans returned to the country's most watched house in 2010, inviting one of the brothers to visit the company's headquarters and see the process of creation of a collection.
Chilli Beans incentives projects such as "Skating at Febem – Maneuvering for the Good", coordinated by skater Sandro Soares, who teaches the sport bringing leisure, education and awareness for the youths of the CASA Foundation (formerly Febem), in São Paulo, as well as contributing for their reintegration in the society.
The brand also sponsors athletes competing in other sports such as downhill, surf, kite surf, le parkour and track & field.
Unusual marketing strategies are imprinted in Chilli Beans' DNA. Balloon flights, the Cow Parade and guerrilla actions are part of the daily routine of the brand's divulgation. In 2010, the company sponsored the transmission of ex-Beatle Paul McCartney's show by Globo TV Network, as well as the hottest party in Big Brother Brazil 10. Chilli Beans returned to the country's most watched house in 2010, inviting one of the brothers to visit the company's headquarters and see the process of creation of a collection.
Chilli Beans offers a Licensing Program to partners who want to take advantage of the strength of the brand in the creation of products and services, and who are aligned with its mission and values.
Chilli Beans' licensees have access to all the brand's advantages, also benefitting from its large experience in innovation and its knowledge of market insertion.
Get in touch with Chilli Beans to get to know more about the opportunities which might expand, diversify and "spice up" your business.
Chilli Beans started its activities in 1997, under the command of Caito Maia. From a small stand in the Mundo Mix Market to the very first store in the Ouro Fino Gallery, in São Paulo, a few years passed, creating a new concept: self-service to sell sunglasses. Besides, the brand arrived to the market with a totally new positioning – selling optical products as fashion accessories, attracting a great deal of attention. Between 2000 and 2001, Chilli Beans opened its first kiosk in the Villa Lobos Mall, in São Paulo, and started its franchising operations.
In 2002, the chain opened its first store, in the Ibirapuera Mall, in São Paulo, already using the franchising model, with the same concept as the kiosk: the clients' direct contact with the products. The same innovation was used in its first international selling point, in Lisbon (Portugal), in 2005. The expansion also reached other products: besides the accessories options, Chilli Beans launched an exclusive line of watches and the Special Line, featuring hand-made sunglasses.
In 2007, the brand already had 180 exclusive selling points in the largest malls and commercial centres in the country. Always surprising the public in terms of products and communications, Chilli Beans attracted the interest of foreign businessmen who wanted to take the brand to their countries, such as the United States. In 2009, the chain began its co-branding process, establishing partnerships with Gloria Coelho, Carlota Joakina, Thais Gusmão, Salinas and Melissa. In the same year, the company launched the Heads line, featuring hats and caps.
In 2010, the brand innovates once again, introducing in the market the first vending machine for sunglasses in the world. The divulgation is intensified with the "Chilli Truck", a travelling store which takes the brand to events in cities in the whole country. In September of the same year, Chilli Beans launched the Vista line, featuring prescription eyeglasses frames, positioning the product as a fashion accessory, as well as an exclusive line signed by the fashion stylist Alexandre Herchcovitch.
Chilli Beans always bets on communication actions that are remarkable for their boldness and irreverence. Its advertising campaigns deal with topics such as sensuality and pop culture. From the beginning, brand communication has been created by advertising agency Fracta.
So it was with the campaign “For all species”, with the spirit of diversity of the brand and the idea that its products are suitable for all audiences. On its 10th anniversary, Chilli Beans invited English artist Steven Smith to sign exclusive works that illustrated the campaign of the line “Special”. On another occasion, Belgian band Vive La Fête starred in the campaign “Your life asks for more”.
In 2010 the award-winning film director Heitor Dhalia directed the controversial film “E se colocar pimenta?”, which became a viral video on internet in few days.
In 2012, Chilli Beans invited four Brazilian artists to develop the new collection of sunglasses signed by them: Herchcovith, Isabela Capeto, Ronaldo Fraga and Carlinhos Brown. To support this great action, Fracta created the campaign Hotel Chilli Beans. And the hotel wasn’t chosen by chance: it is a democratic environment, where guests’ profiles and stories become very unique and varied. The direction of this new film was assigned to the talented Luigi Dias.