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Ateliê da Lee FranchiseBring Ateliê da Lee to your city.
An emporium of sweets, cheeses and coffees sourced directly from small producers, with its own brands (Café da Lee and Doces da Lee) and the method of an entrepreneur in business since 1999.
Ateliê da Lee is Grupo Eliana's franchise line: an emporium of sweets, cheeses and coffees with direct curation from small artisan producers and its own brands, Café da Lee (Brazil's first dark coffee, 84+ SCA coffees) and Doces da Lee. The process starts with a conversation via WhatsApp (11) 99992-4741, continues with a visit to Juruaia (MG), a profile and location assessment, and delivery of the Franchise Disclosure Document (COF), as required by Law 13,966/2019.
A business with soul, method and its own products.
- A brand with a story: from Ateliê do Queijo, in 2009, to Ateliê da Lee in Juruaia, the Lingerie Capital of Brazil.
- Our own products: Café da Lee and Doces da Lee, with the Grupo Eliana First Quality Seal.
- Ready-made curation: a unique, proprietary curation process with audited producers.
- Experiences that draw crowds: courses on table setting, the art of hosting, cheese boards and coffee, plus tastings and events.
- Training: Lee's experience as a trainer and personal organizer applied to the store, the team and customer service.
- The group's strength: Revista Íntima, Podcast da Lee and Grupo Eliana's real estate experience to support choosing the location.
The franchise by the numbers.
Investment amounts, fees and returns are presented in the Franchise Disclosure Document (COF), provided to candidates approved at the profile stage, as required by Law 13,966/2019.
| Initial investment | Stated in the COF |
|---|---|
| Franchise fee | Stated in the COF |
| Working capital | Stated in the COF |
| Royalties | Stated in the COF |
| Advertising fund | Stated in the COF |
| Estimated average revenue | Stated in the COF |
| Estimated payback period | Stated in the COF |
| Minimum area | Depending on the style |
| Team | Depending on the style |
| Units | Flagship unit in Juruaia (MG) |
| Own brands | Café da Lee and Doces da Lee |
| Founded | Grupo Eliana · entrepreneurship since 1999 |
Choose the format of your Ateliê.
Models designed for different cities, locations and investor profiles. Regional availability on request.
Ateliê da Lee Store
The complete emporium: sweets, cheeses, coffees, gifts, courses and tastings.
- Shopping streets and tourist centers
- Complete brand experience
Café da Lee Corner
Compact specialty coffee and Doces da Lee kiosk inside stores, galleries and shopping hubs.
- Lean operation
- Ideal for fashion hubs and shopping malls
Ateliê da Lee Gifts
Focus on kits, baskets and corporate gifts, serving businesses in the region.
- Strong on special occasions
- B2B service
You don't start alone.
- Site selection and analysis
- Store architecture and layout design
- Initial and ongoing staff training
- Operations manual and First Quality Seal standards
- Supply of private-label brands and producer curation
- Grand opening plan with an event and tasting
- Marketing, content and social media
- Management support and field consulting
Franchising by the numbers.
Franchising revenue reached R$ 301.7 billion in 2025 (+10.5%); Food Service grew 10.8%; 202,444 units and 3,297 brands (ABF)
Source: gironews.com · 2026-03-04
In 2025, Food & Food Service grew 10.8% and the franchising closure rate was 7.4% (6.4% in 2024), according to ABF (Brazilian Franchising Association); for 2026, ABF projects revenue growth of 8% to 10%
Source: mercadoeconsumo.com.br · 2026-03-05
Microfranchises (initial investment of up to R$ 135 thousand): about 40% of ABF member networks operate at least one microfranchise model, and the 20 largest totaled 21,030 units in 2025, 17% more than in 2024
Source: portaldofranchising.com.br · 2026-06-22
What every candidate wonders.
| What keeps you up at night | How Ateliê da Lee solves it |
|---|---|
| Fear of investing and not getting a return. | Transparent conversation from the start and all the numbers in the Franchise Disclosure Document (COF), delivered before anything is signed. |
| Paying the franchisor and being left on your own. | Guided setup, team training and direct contact with Grupo Eliana. |
| Brand unknown in my city. | A launch with content from Revista Íntima and Podcast da Lee, courses and tastings that bring people to the store. |
| Subject to availability. | Own brands and centralized curation, with audited producers and planned restocking. |
| I have no experience with food. | Training on storage, display, good practices and customer service, following the First Quality Seal protocol. |
| Choosing the wrong location. | Support in evaluating the location, drawing on the group's real estate experience. |
From first contact to grand opening.
Initial conversation
Tell us who you are, your city and what you're looking for. We reply through our 24/7 digital service.
Visit to Juruaia
Get to know Ateliê da Lee, its products, its curation and its team.
Profile and location
Together we evaluate your profile, the town and the retail location.
Disclosure Document
You receive the COF (Franchise Disclosure Document) with all the business information at least 10 days before signing, as required by Law 13,966/2019.
Setup and training
Store design, product mix, staff training and launch plan.
Opening and follow-up
Opening with an event and tasting, and ongoing support from Grupo Eliana.
The profile that fits the Ateliê.
- An affinity for food, customer service and hospitality.
- Availability to run the store in person.
- Capital available for investment and working capital.
- Retail space in an area with foot traffic, tourism or shopping.
- Alignment with Grupo Eliana's values: faith, care for people and work done well.
The questions everyone asks.
The brand isn't known in my region yet.
That's why the launch comes with content, courses and tastings: the Ateliê introduces itself to the town through experiences, not just a shop window.
I'd rather open my own business.
A franchise shortens the path: brand, own products, audited suppliers and a proven method, all ready to go.
Coffee and cheese have tight margins.
The mix combines private-label brands, kits, gifts, courses and events, which add revenue beyond the counter.
I want to become a franchisee.
Fill it out and send: the message arrives ready on our WhatsApp, with a case number.
Everything we build rests on faith in God, honest work and people who care for people. Our faith and our values
Questions about the franchise
Is Ateliê da Lee a franchise?
Yes. Ateliê da Lee is Grupo Eliana's franchise line, with its own brands such as Café da Lee and Doces da Lee.
How do I become an Ateliê da Lee franchisee?
Fill in the form on this page or reach us on WhatsApp (11) 99992-4741. The process includes a visit to Juruaia, a profile and location review, and the Franchise Disclosure Document (COF).
How much does an Ateliê da Lee franchise cost?
Investment amounts, fees and timelines are in the Franchise Disclosure Document (COF), provided to candidates approved at the profile stage.
What is the Franchise Disclosure Document (COF)?
It's the document required by Law 13,966/2019 containing all the business information, delivered at least 10 days before the contract is signed.