T2 to reopen flagship store after swank revamp
T2, owned since 2022 by CVC Capital Partners, is readying to reopen its flagship store after a swank renovation.
A brew bar will be a major feature of the 128 square metre space, within Sydney’s Queen Victoria Building, at 455 George Street.
A large gift section also forms part of the design.
QVB is held equally by Vicinity and Hong Kong based Link REIT, the latter which bought in just over three years ago.
Q2 is the latest retailer to be investing in a flagship store with Akubra, owned since late 2023 by Andrew and Nicola Forrest, this month opening its maiden Queensland store.
Reusable cup maker Frank Green also opened its first brick and mortar outlet, choosing Melbourne.
Australia based Harvey Norman meanwhile is expanding overseas recently announcing a head office in the UK at Birmingham, where it will also open a store.
Immersive, educational experience: T2
T2 managing director Christelle Young said the company has recorded its most profitable year in over a decade.
Its brick and mortar stores, she added, are aiming to create an immersive, multi-sensory shopping experience.
The QVB outlet reopens April 3.
“The new flagship store has been designed to meet these evolving consumer expectations delivering a retail experience that is as theatrical as it is educational,” according to the executive (story continues below).
“As the tea category evolves with changing consumer interests, T2 has seen a significant surge in demand for matcha and classic tea blends, aligning with a growing appreciation for alternatives to a traditional morning coffee,” she said.
T2 trades from over 70 stores across Australia, Singapore and the United Kingdom.
Samples, classes
T2 will offer masterclasses for the first time at QVB.
It will also distribute samples.
“A first for the brand will also be unveiled at launch…a spectacular Teawares Gallery, showcasing an exclusive selection of pieces available for purchase,” Ms Young said.
“The tea industry is evolving, and we’re seeing a shift towards consumers valuing experience, transparency, and quality more than ever before,” she added.
“Our flagship store represents our investment in the future of brick and mortar – where customers don’t just shop, but engage, learn, and immerse themselves in our world of tea,” according to the executive.
T2 was acquired when Luxembourg’s CVC bought Unilever’s global tea business, Ekaterra, for c$7 billion.
The Lipton brand was also part of the deal.
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