In the spirit of Carnival, Magalu announces a series of new developments related to the 2025 festivities. The first is the launch of abadás for singer Bell Marques' six-day street parties in Salvador through the company's app. This is the first time a major retailer has sold this category of products—through Central do Carnaval, one of the main stores specializing in Bahian Carnival abadás—on its marketplace. In addition to sponsoring the singer's street parties in Bahia, the brand will also be at Camarote Bar Brahma in São Paulo.
"Carnival is one of Brazil's most beloved festivals, and being present at the festivities reinforces our positioning as a 100% Brazilian brand. We're talking about one of the most iconic moments in Brazilian culture, and being in Salvador and São Paulo in such a significant way demonstrates our commitment to connecting Magalu with our customers' most important moments of happiness," says Bernardo Leão, Magalu's marketing director. "And at Magalu, customers can find everything they need to enjoy Carnival, from abadá costumes to pieces to create a complete look."
Another new feature is the launch of a special Carnival section on the app, where customers can find everything from clothing, makeup, self-care products, sneakers, and luggage—a wide range of products and brands for all styles, with discounts of up to 60% and free shipping. With this initiative, Magalu reinforces its position as a culturally relevant brand and establishes its presence at Brazil's biggest popular festival. This year's Carnival campaign has the slogan "Everything to enjoy the festivities, at Magalu." The goal is to highlight the variety of products available on the platform, with a focus on beauty and perfume, fashion, sports, and grocery categories.
To enhance the experience, Lu, the company's digital influencer, will be present throughout the six days of festivities alongside other influencers and will cover the entire festivities on Magalu's social media channels.
Benefits for abadás
Magalu app customers will have special deals on purchasing abadás for Bloco da Quinta (parade on February 27th), Bloco Vumbora (parade on February 28th and March 1st), and Bloco Camaleão (parade on March 2nd, 3rd, and 4th). Sales are now open, and prices range from R$940 to R$1,990. Magalu customers can pay in up to 10 interest-free installments on their credit card, unlike specialized websites, which only offer six interest-free installments.
Bell Marques, a Bahian Carnival icon for over 40 years, draws crowds along the Barra-Ondina circuit. The singer brings together around 1 million revelers daily, including bloco members, the general public, and VIP spectators. To celebrate this partnership, the artist will record exclusive videos announcing the news.
