In Carnival spirit, Magalu announces a series of novelties related to the 2025 festivities. The first is the start of sales for the abadás for the 6 days of singer Bell Marques’ blocs in Salvador through the company’s app. This is the first time a major retail company sells this category of products – via Central do Carnaval, one of the main stores specialized in sales of abadás for Bahia’s Carnival – on its marketplace. In addition to sponsoring the singer’s blocs in Bahia, the brand will also be present at the Camarote Bar Brahma in São Paulo.
“Carnival is one of Brazil’s most beloved celebrations, and being part of the festivities reinforces our positioning as a 100% Brazilian brand. We’re talking about one of the most emblematic moments of Brazilian culture, and being so significantly present in Salvador and São Paulo demonstrates our commitment to connecting Magalu with our customers’ happiest moments,” says Bernardo Leão, Magalu’s marketing director. “And at Magalu, customers find everything they need to enjoy Carnival. From the abadá to pieces to complete their looks.”
Another novelty is the launch of a special Carnival section in the app, where customers can find everything from clothes, makeup, self-care products, sneakers, travel bags, and a wide array of product and brand options for all styles, with discounts of up to 60% and free shipping. With this initiative, Magalu reinforces its positioning as a culturally relevant brand and cements its presence at Brazil’s biggest popular festival. This year’s Carnival campaign is themed “Everything to enjoy the festivities, you’ll find at Magalu.” The goal is to highlight the variety of products available on the platform, especially in beauty and perfume, fashion, sports, and grocery categories.
To amplify the experience, Lu, the company’s digital influencer, will be present for all six days of festivities alongside other influencers and will cover the celebrations on Magalu’s social media.
Benefits for the abadás
Magalu app customers will have special conditions to purchase abadás for the Bloco da Quinta (parading on 02/27), Bloco Vumbora (parading on 02/28 and 03/01), and Bloco Camaleão (parading on 03/02, 03/03, and 03/04). Sales are now open, and prices range from 940 reais to 1,990 reais. Customers can split the payment into up to 10 interest-free installments on their cards, unlike specialized websites, which offer only six interest-free installments.
Bell Marques, an icon of Bahia’s Carnival for over 40 years, draws crowds along the Barra-Ondina circuit. The singer gathers around 1 million revelers daily among bloc members, the general public, and VIP box spectators. To celebrate this partnership, the artist will record exclusive videos to announce the news.
