Black Friday is one of the most challenging – and decisive – times for Brazilian retail. In a matter of days, consumption explodes, digital platforms are put to the test, and every minute in a delivery can represent a new opportunity to surprise the customer.
In such a competitive landscape, logistics becomes the heart of the operation. And few companies understand this dynamic as well as the Casas Bahia Group, which this year enters this milestone with the largest logistics structure in its history.
Under the slogan "Super Black Live," the 2025 campaign combines entertainment, technology, and operational efficiency.
There are thousands of offers that change in real time, live broadcasts on social media, and influencers and reporters spread throughout the country – all synchronized with a logistical operation that needs to ensure speed at every stage.
The group also reinforced its financial strategy: throughout November, it will offer R$1.2 billion in credit through its traditional installment plan, expanding consumer access to offers and facilitating payment under special conditions.
“For us, Black Friday goes far beyond a date of deals and high sales volume,” says Renato Franklin, CEO of the group. “It represents the essence of our business: serving with joy, negotiating closely, and making it easier for Brazilians to achieve their dreams.”
For the 2025 edition of Black Friday, the Group increased its investments in technology and further integrated its physical and digital operations – the so-called omnichannel model, in which the customer buys wherever they want and receives however they prefer.
Their 25 distribution centers – which together with the 1,045 stores total 2.6 million square meters of storage capacity – are operating at full speed to guarantee supply throughout the country. The preparation involves a meticulous plan, fine-tuned months before Black Friday.
For the 2025 edition of Black Friday, the Group increased its investments in technology and further integrated its physical and digital operations.
“We planned Black Friday well in advance,” says Willemberg Cruz, logistics director of the Casas Bahia Group. “The goal is to ensure that, when the sales peak arrives, each store is ready to meet the demand without any stock shortages anywhere in the country.”
To sustain this pace, the company increased its heavy vehicle fleet by 79%, from 776 to 1,392 trucks, and expanded the daily supply volume to stores by 50%, from 264 to more than 409 vehicles. In total, across the entire network, nearly 2,000 trucks are circulating daily, in one of the largest logistics operations in the country.
The company also hired 603 temporary employees, increasing the workforce in distribution centers by 21% and expanding order picking capacity by 38%.
“Our focus is on ensuring capacity on all fronts, from vehicles to personnel,” says Cruz. “We’ve increased the fleet, expanded distribution centers, and reinforced stores with extra inventory. It’s a war-like operation.”
An essential part of this mechanism is CB Full, a logistics platform that has completed one year of operation and has become a central piece in the company's strategy on the eve of Black Friday.
The company increased its heavy vehicle fleet by 79%, from 776 to 1,392 trucks, and expanded the daily supply volume to its stores by 50%, from 264 to more than 409 vehicles.
The initiative unified processes and consolidated what is now one of the largest retail distribution ecosystems in the country. With coverage in 100% of Brazilian municipalities, CB Full combines data intelligence, predictive technology, and national reach.
“CB Full allows us to operate more efficiently and predictably, ensuring an agile delivery experience for both our customers and our partners,” adds Frédéric Gauthier, Vice President of Operations at Grupo Casas Bahia.
The CB Full structure brings together different solutions that complement each other to make operations more agile and intelligent. Among them is Full Cross, which allows for the advance storage of supplier inventory, reducing disruptions in the process.
Full Commerce expands this integration by offering a complete fulfillment solution that connects warehousing, transportation, and technology in a single ecosystem, allowing e-commerce businesses and marketplaces to operate more efficiently throughout the logistics chain.
In addition to serving Casas Bahia itself, CB Full has expanded its market presence, positioning itself as one of the leading logistics platforms in Brazilian retail.
With over 40 partner companies in the transportation and warehousing sectors, the operation has also gained relevance in the B2B segment, offering efficiency and technology to brands seeking complete distribution solutions.
The agility that underpins Casas Bahia's operations is not a matter of chance, but the result of a technological architecture developed internally.
The group invested in its own route planning and logistics monitoring solutions, capable of optimizing routes, reducing costs, and increasing efficiency based on algorithms.
The company also operates digital control centers that monitor the movement of each truck in real time, track orders, and adjust routes according to traffic and delivery conditions.
With technology, extensive reach, and an army of professionals and trucks in the field, Casas Bahia arrives at Black Friday prepared to deliver more, better, and faster.