Carnival: Box N1 earns more in one day than Marisa – 02/03/2024 – Panel SA

If Camarote N1 were a company that maintained Carnival revenue throughout the year, it would sell more per day than all of Marisa’s stores, which generate annual revenues of around R$2.5 billion. The performance of the iconic space in Marquês de Sapucaí, in Rio de Janeiro, is due to Tati Oliva, partner at Holding Clube, owner of the events brand.

It all started two decades ago, when the aspiring businesswoman formed a partnership with designer Amir Slama, who transformed the t-shirts from the then Brahma box (owner of the space and the brand in the past) into an object of desire. Today, N1 has become a luxury brand that left the sambadrome and is establishing itself in products launched in partnership with carnival sponsors.

How much should Camarote N1 earn this year in Rio de Janeiro?
There will be R$30 million in three days of carnival.

In addition to the sponsors, who pay for the space, you produce articles in partnership. Is it a way to keep your revenue active outside of events?
Exactly. Today, a third of our revenue comes from this, but we have very ambitious goals. We already have, for example, exclusive N1 machines with Três Corações coffee. Why can’t we have a chain of coffee shops with our own capsules? Or a plate [utensílio] in a nice restaurant?

How is the revenue distribution from these products?
Royalties range from 5% to 20%. If we split it half and half, it would be a franchise, and, for me, it wouldn’t work, because I would have to deeply understand the business and dedicate myself fully to it. That’s why I prefer partners, because they are pieces of me together with someone who embraces the product. I’ve stopped accepting partners who didn’t have this concept and it’s horrible to say no to money (laughs).

But you’ve already made unusual arrangements, Reserva with Heinz, Tok&Stok with Maizena.
I think carefully about partnerships so that, even if they are unusual, they are successful and reflect, in some way, this concept of premium, number one. This year, anyone who goes to the box in Rio will be able to eat an N1 pizza from Domino’s. We’ll be on the menu from now on. It’s an expensive pizza and people think it’s even frozen, because they deliver it within half an hour. We will set up a bakery in the cabin to show that the dough is made with super flour and freshly made. We always want to show where the value is.

X-RAY

A lawyer, she started working as an intern at Banco de Eventos, a Holding Clube company, owned by her current husband, José Victor Oliva. In 2008, she created Cross Networking, an agency that was later incorporated by Holding Clube, one of the largest livemarketing groups in the country.

With Diego Felix

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