Chilli Beans

What Chilli Beans does

Chilli Beans is a privately held Brazilian eyewear and accessories company founded in 1997 by Caito Maia and headquartered in Barueri (São Paulo metropolitan area), operating under the legal entity Super 25 Comércio Eletrônico de Óculos e Acessórios Ltda. The company is positioned as the largest sunglasses retailer in Latin America, generating revenue primarily from one-time sales of sunglasses, prescription eyeglass frames (armações de grau), watches, and accessories, supplemented by franchise fees and licensing/royalty income. Its product catalog spans 3,542 SKUs across feminine, masculine, kids, and unisex segments, ranging from R$84.99 entry-level sunglasses to R$699.98 premium and designer-cooperation models, with installment payment options up to 10x.

The business operates a dual go-to-market motion: a franchise network of retail stores (recruited via materiais.franquiachillibeans.com.br) across 15+ countries including Brazil, USA, Portugal, Kuwait, Australia, Costa Rica, Peru, Colombia, Bolivia, Indonesia, Ecuador, El Salvador, Angola, Germany, Paraguay, Uruguay, and Dubai; and a direct-to-consumer e-commerce storefront at loja.chillibeans.com.br built on the VTEX platform, with PIX, installment payments, AME cashback, and fixed R$5.90 nationwide shipping. Customer-facing technology is commodity e-commerce infrastructure rather than proprietary IP, and there is no disclosed API or SDK surface for third-party integration.

Product differentiation is driven by an extensive licensed-collaboration library spanning entertainment franchises (Harry Potter, Marvel, DC Comics, Star Wars, Disney, NASA, NBA), lifestyle brands (Havaianas, Reebok), celebrities (Marilyn Monroe, Ivete Sangalo, Anitta, Alok), and event tie-ins (Rock in Rio), organized under branded sub-collections including Geek Collection and Chilli Vision lens services. Marketing leverages Instagram, Facebook, Twitter/X, the e-commerce site, celebrity endorsements, and franchise materials. The company serves four primary customer segments — fashion-conscious consumers aged 18–45, parents and families, corporate/B2B gifting clients, and pop-culture enthusiasts — with no enterprise anchors, suggesting a diversified consumer base.

Name

Chilli Beans

Legal name

Super 25 Comércio Eletrônico de Óculos e Acessórios Ltda.

Website

https://loja.chillibeans.com.br

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

251–500 employees

Short description

Chilli Beans is the largest sunglasses retailer in Latin America, operating a franchise network and DTC e-commerce platform across 15+ countries. Founded in 1997 in Brazil, it sells branded and licensed eyewear, prescription frames, watches, and accessories to fashion-conscious consumers via accessible price tiers.

Ownership category

akta.pro rank

Product category

Eyewear Retail

NAICS

Optical Goods Retailers (45613)

SIC

Retail-Apparel & Accessory Stores (5600), Ophthalmic Goods (3851)

akta.pro primary industry

Sunglasses (Non-Prescription) (CRAAAKAB)

akta.pro secondary industries

Luxury Accessories Retail (Leather Goods, Sunglasses, SLG) (CRAKAGAE), Sunglasses & Luxury Eyewear (CRAKAEAE)

Keywords

• Sunglasses retail
• Prescription eyewear
• Wrist watches
• Fashion accessories
• Franchise retail

Headquarters

HQ city

São Paulo

HQ country

Brazil

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain

Revenue model

1. Product Sales - Sunglasses: Core revenue stream from selling sunglasses (óculos de sol) across multiple categories including feminine, masculine, kids, and unisex styles. Products range from basic models to premium collections with polarized lenses, designer collaborations, and licensed franchises.
2. Product Sales - Prescription Frames: Revenue from selling prescription eyeglass frames (armações de grau) for optical correction. Offers multiple styles including cat-eye, square, round, and transparent frames for all genders and age groups.
3. Product Sales - Watches: Sales of watches (relógios) including analog, digital, automatic, and smartwatch models. Features various styles for both masculine and feminine markets with materials including leather, metal, and resin.
4. Product Sales - Accessories: Revenue from accessories including eyeglass cords (cordinhas), lens cleaning cloths, and audio accessories.
5. Franchise Fees: Revenue from franchising the Chilli Beans brand to entrepreneurs who open physical retail stores under the brand name.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels7 records

Core offering

Chilli Beans designs, sources, and retails sunglasses, prescription eyeglass frames, watches (including smartwatches), and eyewear accessories through a network of franchise stores and a direct-to-consumer e-commerce platform. The brand differentiates via extensive licensed collaborations with entertainment franchises (Harry Potter, Marvel, DC Comics, Star Wars, NASA, Disney, NBA) and celebrity partnerships (Anitta, Ivete Sangalo, Alok, Marilyn Monroe).

Product overview

Chilli Beans is a Brazilian eyewear and watch retailer operating as an omnichannel e-commerce platform and franchise network. The core product portfolio consists of three main categories: Sunglasses (Óculos de Sol), Eyeglass Frames (Armações de Grau), and Watches (Relógios), complemented by accessories and a licensed geek/pop culture collection. The brand offers products across multiple segments including Feminino (women), Masculino (men), Infantil (children), Teen, and Unissex. Chilli Beans features numerous licensed collaborations including Harry Potter, Marvel, DC Comics, Star Wars, NASA, Marilyn Monroe, Anitta, Ivete Sangalo, Havaianas, and Reebok. The company also operates an Outlet channel for discounted products and provides lens services under the Chilli Vision brand.

Differentiator

Problem solved

Functional benefit

Brands

• Chilli Vision: Lens service offering for prescription lenses including Transitions and Chilli Vision branded lenses
• Geek Collection

Products and services

• Sunglasses (Óculos de Sol)

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Three partnerships are on record, tiered core.

• Ivete SangalocoreStrategic or Co-development PartnerCelebrity endorsement and brand collaboration with Brazilian singer Ivete Sangalo. Includes exclusive sunglass collections featuring her name and personal style preferences, marketed to her large fan base in Brazil.
• AnittacoreStrategic or Co-development PartnerCelebrity collaboration with Brazilian pop star Anitta for exclusive eyewear collections. The partnership leverages her cultural influence and fashion-forward image for targeted marketing campaigns.
• AlokcoreStrategic or Co-development PartnerPartnership with Brazilian DJ Alok for exclusive sunglasses collection including branded models and the Yawanawa Alok collaborative collection combining music and indigenous cultural elements.

Scale indicators3 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Sunglass Hut: Global sunglasses specialty retail chain owned by EssilorLuxottica, operating company-owned and franchise stores worldwide. Most directly comparable to Chilli Beans in business model, product category, and store-based customer experience.
• Warby Parker: US-based vertically integrated eyewear retailer combining e-commerce with physical retail, selling prescription frames and sunglasses under its own brand. Comparable to Chilli Beans in omnichannel retail, accessible price positioning, and expansion of in-house product lines.
• Óticas Carol: One of the largest Brazilian optical retail chains, selling prescription frames, lenses, and sunglasses. Closest direct domestic peer to Chilli Beans in Brazilian optical retail footprint and target customer.
• Zenni Optical: US-based online eyewear retailer selling affordable prescription frames and sunglasses direct to consumer. Comparable to Chilli Beans on accessible price points, broad SKU catalog, and digital-first fulfillment.

Broad incumbents

• Oakley: Premium performance and sport eyewear brand owned by EssilorLuxottica with global wholesale and retail presence. Comparable to Chilli Beans' Reebok sport line and premium polarized/performance sunglasses assortment.
• Ray-Ban: Iconic sunglasses brand owned by EssilorLuxottica, sold globally through optical and department-store channels. Most comparable global premium sunglasses benchmark to Chilli Beans' premium and licensed collections.
• Luxottica: Global eyewear conglomerate (now EssilorLuxottica) owning Ray-Ban, Oakley, Sunglass Hut, LensCrafters and licensed brands. Defines the structural competitive landscape Chilli Beans competes within across premium and mid-tier sunglasses.
• Persol: Premium Italian eyewear brand owned by EssilorLuxottica, sold through select optical and department-store channels. Comparable to Chilli Beans' premium/collaboration positioning in higher-priced sunglasses.

Regional players

• Diniz Ótica: Large Brazilian optical chain selling eyewear and sunglasses across multiple states. Comparable to Chilli Beans as a Brazilian eyewear retailer with similar demographic and channel positioning.

Others

• Havaianas: Brazilian flip-flop and lifestyle brand with global retail presence and an active brand-licensing program (including its eyewear line with Chilli Beans). Comparable as a Brazilian lifestyle brand that uses licensing, franchise, and lifestyle collaborations to extend into adjacent categories.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/chillibeans
• Facebookfacebook.com/chillibeansbr
• Instagraminstagram.com/chillibeansoficial

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Chilli Beans