Criamigos revamps stores and forecasts sales growth of up to 30%

Criamigos has begun revamping its stores to bring the shopping experience closer to the world of its characters. The new concept launched in September at its Balneário Shopping branch in Balneário Camboriú, in the Brazilian state of Santa Catarina, with the company expecting sales growth of between 25% and 30% per store. The changes coincide with the personalised soft toy brand’s tenth anniversary and are due to reach another three stores before the end of 2026.

First franchise adopts the new concept

The choice of Balneário Camboriú links the revamp to the chain’s history: opened in 2017, the Balneário Shopping store was Criamigos’ first franchise. Its reopening marked the start of the store refurbishment programme’s rollout.

According to a report published by Brazilian magazine PEGN on 12 October 2026, the idea is for the brand’s characters to act as hosts throughout the shopping journey. The aim is to make a visit about more than buying a toy, connecting the store more closely with the stories and the entertainment and hospitality businesses the company has developed since 2016.

The forecast of 25% to 30% sales growth per store is a company expectation, not a result already demonstrated by the revamp. The announced schedule includes three more reopenings in the new format by the end of 2026.

Criamigos currently has 40 outlets: 36 franchises and four company-owned stores, spread across 12 Brazilian states and the Federal District. The refurbishment programme is therefore starting in a network whose physical presence relies predominantly on franchisees.

Personalisation sets the in-store experience apart

Purchasing patterns highlight the importance of physical stores. According to the founders, approximately 90% of products sold in stores are personalised. Online, the pattern is different: ready-made soft toys account for around 60% of sales.

This difference helps explain the investment in the in-store experience. While physical stores focus on customers creating their own toys, finished products make up a larger share of online sales. E-commerce currently accounts for approximately 12% of the business’s revenue.

The chain sells around 15,000 soft toys a month and reaches its tenth anniversary with approximately 2 million toys created and more than 300,000 registered customers. These separate monthly and cumulative figures illustrate the brand’s development but do not, in themselves, indicate how the new concept is performing.

With an average transaction value of R$320 (Brazilian reais), each store generates average monthly revenue of R$100,000. This is a revenue benchmark reported by the chain, not a profit figure or a performance guarantee for a new outlet.

Expansion combines permanent stores and buses

Alongside the refurbishment programme, Criamigos is testing a mobile alternative. In February 2026, it began operating a shop inside an American-style school bus, adapted to offer an experience similar to that of its permanent stores.

The company has one company-owned unit in this format and plans to reach three buses in the coming months, including franchised operations. This is a separate expansion initiative running alongside the opening and refurbishment of traditional stores.

For 2027, the company plans to open around five permanent stores through franchising. Its stated focus is on state capitals and cities with more than 500,000 residents.

The stated initial investment to open an outlet is approximately R$350,000, with an estimated payback period of two years. The report does not specify an investment figure for the mobile format, so this amount should not automatically be assumed to apply to the bus.

Seasonality matters when assessing results

The calendar also has a significant bearing on store performance. According to the co-founders, revenue rises by around 70% in the months of Children’s Day, celebrated in Brazil on 12 October, and Christmas. For Children’s Day 2026, the announced expectation was for sales to increase by 15% compared with 2025.

For the franchising community, the case offers an opportunity to follow a strategy combining proprietary characters, personalisation and new retail formats. Its next milestone will be delivering the three store relaunches planned for 2026.

In practice: prospective franchisees should distinguish revenue from profit, account for seasonality and treat both the estimated payback period and expected sales growth as projections, not guaranteed results.