The T2 concept aims to balance the tradition and culture of tea with a contemporary feel that resonates with all demographics. The retailer is likely to go head to head with UK tea retailer Whittard of Chelsea and independent chain Ringtons.
T2, which was advised on its UK opening by agency CWM, stocks teas, crockery, gifts and food products such as tea-infused biscuits and sugar cubes.
It will open alongside a raft of other retailers, including All Saints, G-Star, Kurt Geiger, Reiss and Louis Vuitton. The London centre is anchored by Next, Marks & Spencer, House of Fraser, Debenhams and Waitrose.
T2 founder and managing director Maryanne Shearer confirmed the London launch, but said details of the deal have yet to be finalised. She said the retailer is excited by the prospects that London holds for the brand.
T2 operates 12 stores in Australia, in Sydney, Melbourne and Brisbane. It also has a strong wholesale operation that stocks cafés and restaurants in Australia and Southeast Asia. In addition, it delivers to food stores across the world.
The T2 store design features drawers from floor to ceiling, each containing a different flavour of tea. Daily tea sampling at tasting stations offer shoppers a freshly brewed choice of teas from around the world, such as floral tisanes, milk chai and green teas. T2 staff are educated in-house on preparation, history and tea brewing accessories and gift suggestions.
Westfield London will host a series of food retailers including restaurants Tibits, Leon, Del’Aziz, Wahaca, The Real Greek, Wagamama and Esca. The food outlets will be on the southern terrace, a pedestrianised street of bars within the scheme. The centre is set to open this autumn.
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