SINGAPORE, May 20 — You might have noticed those rows of canary yellow canisters. Inside each one are fine teas with colourful names such as Blue Pavilion and Yellow Gold. Carefully curated, there are over 800 single estate fine harvest teas and blends to choose from worldwide.
If the variety is mind-boggling, perhaps the story of how TWG Tea came to be and how it steadily expanded across four continents will astonish too.
Founder Taha Bouqdib, who is French of Moroccan descent, was originally part of the Royal Army of Morocco before he discovered the world of tea over two decades ago.
The then 23-year-old was persuaded by a friend working in a fine tea company in Paris to give the business a try. After learning the craft of tea blending and developing good relationships with tea estates around the world, Bouqdib started TWG Tea (TWG stands for The Wellness Group) in 2008.
From day one, Bouqdib’s goal was to build TWG Tea into a global luxury brand. Today TWG Tea has tea salons and boutiques in over 20 countries such as Malaysia, Singapore, the United States, the United Kingdom, Australia, Japan and the UAE.
Beyond shopping malls, TWG has also diversified its locations to include transport hubs such as Singapore’s Changi Airport.
The master tea blender explains the driving force behind TWG Tea’s global expansion: “It has always been my vision to convince customers around the world to fall in love with tea, to elevate the art of tea appreciation and to build a brand which could be a global reference. I want to make it accessible for anyone to enjoy a cup of tea, regardless of where you are or the occasion you’re celebrating.”
Bouqdib also has a clear strategy for selecting the markets for TWG Tea to enter. He says, “I aim to introduce our concept into key fashion capitals first and then expand to any other markets where there is a demand for luxury tea and opportunities for growth in tea appreciation. We look for the absolute best location within each city — a mix of good visibility, high footfall but with predominantly luxury brands in the immediate vicinity.”
In expanding overseas, Bouqdib notes that they only move forward if they find the right partners overseas who share the same vision and values as TWG Tea, with a really deep understanding of the market that they are entering.
Given every market is different, TWG Tea takes into consideration the local consumer wallet, tastes and preferences, customer behaviours, cultural particularities and requirements, before planning the appropriate marketing strategy.
To stay one step ahead of the industry, innovation is paramount. Bouqdib says, “Three years ago, we started to develop a contemporary digital platform to give our global customers a phantasmagoric experience through our eCommerce website and ultra-exclusive membership programme.”
As a company expands globally, one of the challenges TWG Tea faces is ensuring the brand and quality remains consistent market to market. Bouqdib says, “Customers who enter our TWG Tea Salons & Boutiques should feel right at home, experiencing the same sights, smells and tastes that re-ignite a sense of familiarity and comfort as with any other location overseas.”
To this end, Bouqdib believes that brand excellence starts from within. Staff training is key, ensuring that all employees possess a good understanding of the teas, accessories, tea-infused gastronomy and customer service.
Efforts include starting a custom training programme and the TWG Tea Institute, which provides bespoke workshops to groom local talent for the brand’s global operations.
A decade down the road, and the sky seems to be the limit for the fine teas purveyor. Bouqdib says, “We still have exponential opportunities to grow in China, Europe and even the United States. However, we never expand for the sake of expanding, and only enter a market if we are confident of the location and in our local team. That said, we have three new openings in China and Europe on the horizon. Our tenth anniversary is just the beginning of the adventure!”
To stay ahead of his busy schedule, Bouqdib – who travels often to stay in touch with different trends and cultures around the world, the better to inspire the tea blends he creates — starts the day early. Beginning with a Shaolin wushu workout upon waking at 6am, he then enjoys a cup of full-bodied black tea, such as Darjeeling First Flush.
“I find that this really calms my mind and helps me focus better throughout the day. Breakfast is also a wonderful time to spend a few minutes with the family before we all rush off for the day!”
One imagines his morning cuppa is poured from TWG Tea’s signature golden teapot, staying true to the brand all the way.
TWG Tea
