TWG in London
TWG in London
UK
TWG is a relatively new major player in tea. Founded in Singapore, it markets 800 teas. Revenues have grown in 10 years to $120 million, focused entirely on the high-end market. Its co-founder, Taha Bouqdib, claims that it is the only international luxury tea firm to go global. He also highlights that its 800 varieties come from every single tea producing country in the world, with no middlemen.
TWG works directly with plantations and firms. It operates 70 tea salons and boutiques in more than 20 countries. Britain’s leading free daily newspaper, the Evening Standard, describes TWG’s new London boutique as “taking tea to a whole new level.” Perhaps, “whole new style” is more appropriate. It’s part of the general premiumization of tea, the tea experience, tea-food fusion, and customer experience-building.
While the retail consumer tea market has become more and more commoditized, innovation in flavors, varieties, outlets, and services is attracting key demographic groups, most obviously millennials, and reinvigorating Asian markets, with Hey Tea, Chai Point, and Australia’s T2 just a few of today’s successes.
TWG’s new outlet combines these modern trends with the luxury tradition of Mariage Frere’s Paris salon tea fantasy palace and the now-defunct New York Russian Tea Room: luxury, flair, creativity, and style. It is in London’s Leicester Square theater and entertainment area. All TWG’s teas are sold there: blends like orient express, a black tea with wild berries, and traditional teas such as Darjeeling whites and scarce China yellow teas. Prices range from $15 for 100 grams to $1,700. The food service section offers matcha salt with French fries and mushroom soup flavored with puer. The canisters are bright and attractive, targeted to draw in the many younger and affluent walkers along this major London tourist path. Tea is served from breakfast to after dinner, in contrast to the afternoon tea tradition of London’s grand hotels.
The Standard article ends with “If London is home to tea drinkers, this is where they go to play.” “Play” is an interesting choice of words but captures one of the main trends in tea service and selling innovation: combine good tea with great experience so customers have fun, can experiment and try unusual combinations – and be happy to pay for it.