The Coffee Bean & Tea Leaf (CBTL), Southern California's oldest and largest privately-held specialty coffee and tea retailer, signed a development agreement with South Korean retail conglomerate, E-LAND, to introduce its premium beverages and innovative brand culture to China.
With this deal, CBTL enters it 28th international market in a bid to strengthen its brand in Asia. E-LAND is best known in China for its fashion retail brands and aims to continue developing their food and beverage category.
"Introducing our iconic brand to the Chinese market signifies a huge milestone for us. Known for its rich and storied tea history, we are excited to lend a hand in shaping a lasting, high-quality coffee culture with Chinese tastes in mind," says Jeff Schroeder, Senior Vice President of Operations.
The first store in China is expected to open in the fourth quarter of this year with plans for 700 more in the long term plan.
Learn more: http://www.coffeebean.com/