T2’s next frontier
T2 will open its first US store in New York next month as Unilever continues to build the retailer’s international footprint.
The store, to be located along Prince St in SoHo, is the retailer’s first foray into the US, having opened its first store outside of Australia/New Zealand in Shoreditch, London in April.
T2, which primarily sells loose leaf teas, herbal infusions, and boutique tea accessories, such as teapots and tea sets, was acquired by global consumer goods giant, Unilever, last September for an undisclosed amount.
Unilever, which operates grocery, personal care, and beauty brands, such as Dove and Rexona, flagged its intentions to expand the brand internationally markets at the time of acquisition.
In Australia, Ben & Jerry’s is the only other Unilever brand with a retail presence.
It is understood T2 NY will have a similar look to Shoreditch, retaining the brand’s signature black and orange walls decorated with Chinese newspaper, with Sydney-based design firm, Landini Associates, once again heading the design.
Landini Associates designed Shoreditch, along with the retailer’s Melbourne-based headquarters and brew bar concept, T2B.
T2 Shoreditch also houses a 30m tea library with more than 250 varieties of tea, as well as a tea station and aroma tables, taken from the T2B brew bar concept.
Inside Retail PREMIUM contacted T2 for comment, who did not respond before time of print.
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