"Chilli Beans, the fun and exciting eyewear and accessories brand, opened its Brazilian operation in 1998 with a small kiosk in the trendy and youthful Mercado Mundo Mix in São Paulo. Rock ‘n’ roller turned entrepreneur Caito Maia developed a unique franchise model in Brazil that revolutionized the retail industry and shopping experience, creating a new breed of inclusive, modern corporate culture. With a business strategy focused on fast fashion, Chilli Beans sells exclusively through their own channels. The brand releases 10 models of sunglasses, watches and opticals per week of their own designs as well as designer collaborations. Chilli Beans continues to pioneer the concept of self-service in eyewear, encouraging customers to handle and try on products without having to ask an associate to unlock a display case. Almost 15 years later, Chilli Beans is now the largest accessories franchise that specializes in eyewear in Latin America. The company closed 2012 with 550 points of sale worldwide in Brazil, Colombia, Portugal, Peru, Kuwait and the United States. Chilli Beans' first U.S. location opened on Melrose Avenue in 2006. The brand currently has an online shop and 14 retail points in California that encompass brick and morter presence, kiosks, and a mobile pop-up.