Chilli Beans, the largest specialized eyewear and accessories chain in Latin America, is constantly growing on the international scene. Even in the pandemic period, the participant of Franchising Brasil — the result of the partnership between ApexBrasil (Brazilian Trade and Investment Promotion Agency) and ABF (Brazilian Franchising Association) — reached 800 units spread throughout Brazil and the world.
In 2020, the brand opened stores in seven countries, in 2021 it prospected partners to develop in another five new markets: Dubai, India, Uruguay, Australia, and Costa Rica. For next year, the franchise network aims to further explore the volume of its operations in the European continent, expanding also in Central America and Oceania, with a focus on Mexico and Australia.
Founded in 1997 by businessman Caito Maia, Chilli Beans is a pioneer in the concept of self-service optics, which allows the customer to handle and try the products, improving their purchase decision. Currently, the brand has 12 franchisees outside Brazil and is active in 13 markets: Brazil, Peru, Colombia, Ecuador, Bolivia, Uruguay, Costa Rica, United States, Kuwait, Dubai, Australia, Portugal, and India.
All this success earned Chilli the seal in the Master category of the International Franchise Certificate 2021. The seal, which indicates an advanced internationalization process, is globally recognized by investors from all over the world.
The operation
Regarding the operations abroad, the company has built a solid structure, formed by a head who coordinates a team responsible for the areas of commercial, supply, marketing, e-commerce, and business development. The international process starts by prospecting a lead that has the right potential to develop Chilli Beans outside Brazil. During the candidate’s hiring process, both parties study the method of entry into the country, in order to find the best channels and their reception for the brand’s insertion.
According to Renata Almeida, from Chilli Beans’ expansion department, the chain’s focus in the international market is to have a balanced structure in all formats in order to have a healthy development.
“In addition to the standard store and kiosk formats, parallel work is done to strengthen the wholesale and e-commerce channels”, she concludes.
About Franchising Brasil
Franchising Brasil is a joint project of the Brazilian Franchising Association (ABF) and the Brazilian Trade and Investment Promotion Agency (ApexBrasil), which aims to support the internationalization strategy of Brazilian franchise networks and their international trade promotion. The initiative is designed to promote this recognized business model in key international markets.