T2 Tea chief spills the tea on US, Europe progress plans

T2 Tea plans to extend its footprint within the US, UK and European markets beneath its new personal fairness proprietor whereas “turbocharging” its gifting and personalisation vary to spice up gross sales in Australia.

The Melbourne-born tea model was bought by former mother or father firm Unilever to personal fairness agency CVC Capital in November 2021, as a part of a secure of 34 tea manufacturers known as Ekaterra that features Lipton, Pukka, and PG Ideas.

T2 is hoping its new proprietor will assist it push into worldwide markets.

“It’s one household all working collectively to carry that T2 journey to the likes of the US and Europe which we’ve by no means actually carried out earlier than in scale,” T2 Tea international managing director Derek Muirhead instructed The Herald and The Age.

On high of working 60 shops in Australia, T2 additionally has 5 bodily shops within the UK and New Zealand, 4 within the US, and three in Singapore.

“If I take a look at the US a type of alternatives that I’m speaking about is to carry T2 to new clients in that market, working with these groups, and naturally Europe, which we don’t commerce with in any respect, which can be fairly thrilling.”

Underneath Unilever, Ekaterra didn’t obtain a lot consideration as solely the Eleventh-largest division of the buyer items large, however CVC Capital is “an essential a part of our future”, Muirhead stated.

Extra domestically, T2 goals to interact its core Australian market by dialling up its gifting ranges that had been a “big progress issue” through the pandemic and increasing its retail footprint, notably in “localised community-based” areas.

T2 will launch luxurious introduction calendars as a part of its upcoming Christmas vary this yr, which Muirhead acknowledged was “costly” however “actually some extent of distinction”.

“That technique has been turbocharged for 2023 with a variety of core gifting the likes we’ve definitely by no means seen earlier than.”

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