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Deiverson Migliatti Started Behind the Counter at Casas Bahia and Today Leads Sterna Café, a Chain with 80 Stores and Plans to Reach 300 Locations by 2028.
Right at the beginning of his career, Deiverson Migliatti saw Casas Bahia as a practical school for management, customer service, and retail. The experience behind the counter taught him about routine, operations, and consumer behavior—lessons that would later become the foundation of one of the fastest-growing specialty coffee businesses in the country.
Years later, the former retail employee founded Sterna Café, a chain with 80 units in operation and projected revenue of R$ 80 million in 2024, which now plans to expand to 300 stores by 2028. The proposal was born from a clear purpose: to bring Brazilians closer to specialty coffee without elitizing consumption.
From Casas Bahia to the Dream of Entrepreneurship
Before becoming the owner of a national brand, Migliatti spent years inside Casas Bahia, where he closely experienced the rhythm of popular retail.
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He participated in the standardization of processes and team training, which sparked a passion in him for understanding how brands create experiences.
Later, the entrepreneur immersed himself in the franchise world, operating over 30 units of major chains like Subway, KFC, and Bon Grillê.
This experience made him understand how consumers think, buy, and become loyal. “I wanted to create something with my face, with purpose and positive impact, something that delivered feeling and connection,” he states.
The Origin of Sterna Café and the Purpose of Valuing Brazilian Coffee
Inspired by three world tours and having visited over a thousand coffee shops in 72 countries, Migliatti decided to transform global learning into a Brazilian model of quality coffee at a fair price.
The name Sterna comes from a migratory bird, symbolizing his journey and the desire to take national coffee to new destinations.
The brand’s differential lies in the offering of specialty coffees scoring above 80 points, internationally recognized as excellence coffees.
“I saw that coffee was treated with great respect abroad, but here it still lacked appreciation. Sterna was born to change that perception,” explains the founder.
Beyond the beverage, the stores stand out for their warm environment, mixing art, graffiti, and family recipes. “The apple pie is my mother’s recipe.
It’s about welcoming people, like at home,” Migliatti shares.
The Impact of the Pandemic and the Reinvention of the Business
The biggest test came during the pandemic, when the out-of-home food sector virtually halted.
Instead of reducing the pace, Migliatti launched itinerant coffee carts, created gift kits, and strengthened delivery, diversifying revenue and preserving jobs.
“It was a period of reinvention. We realized that coffee could be anywhere—in offices, at events, and even in people’s homes,” he recalls.
The result was a more agile model, with mobile formats and corporate partnerships that are now part of the permanent growth strategy of the chain.
Growth, Investment, and New Formats
Sterna Café grows 60% per year and is preparing for a new phase, with support from investment funds and expansion to shopping centers.
The first unit in this format will be inaugurated at Pátio Paulista, in São Paulo, marking an important step in the brand’s nationalization strategy.
With 17 new stores planned by 2025, the focus now is to expand presence in regions outside the Southeast corridor, bringing the concept of specialty coffee with purpose to new audiences.
“More than selling coffee, we want to create experiences that bring people closer,” summarizes Migliatti.
From former employee of Casas Bahia to founder of an empire of specialty coffees, Deiverson Migliatti represents the new profile of Brazilian entrepreneur: technical, resilient, and purpose-driven. Do you believe that stories like his show a new path for those starting from scratch?
Or do you think that retail is still a tough terrain to venture into in Brazil? Leave your opinion in the comments as the perspective of those living in the market helps to understand how the next big businesses in the country are born.
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