Page 24 - RLI February 2019

Luxury international tea, coffee, hot chocolate and gift

retailer Whittard of Chelsea has been brewing the best
since 1886. Here, company CEO Mark Dunhill sits down

with RLI to discuss the company’s transformation from a
UK high street retailer to an aspirational global brand.

he story of Whittard of Chelsea began back in while continuing to concentrate on growing its business in
1886, when company Walter Whittard opened up those territories in which they are already established.
the company’s first store on Fleet Street with the Having established a strong, recognisable global brand in
Tsimple philosophy “buy the best”. recent years, how does the company develop new products
Today the British heritage brand operates 50 stores in the UK, and initiatives to stay at the cutting edge?
two in Taiwan, three in Chile and one in the Czech Republic, with “We have a team of dedicated expert buyers, product and
more stores forthcoming in the UK, Taiwan and Chile this year. packaging designers in our head office team. This group follows
“The past year has been another successful one for the market trends very closely and works with our growers and
business during which we continued to drive significant growth suppliers to develop new flavours, formats and packaging
through our UK store estate despite adverse market conditions,” solutions to ensure we continue to appeal to our existing and
explains Whittard of Chelsea CEO Mark Dunhill. “We have future consumers,” says Dunhill.
opened three new stores in the UK including a new flagship Whittard exists to ‘Savour the Adventure’ and to accompany
in the heart of Covent Garden Market alongside our existing its customers on a voyage of discovery of the world’s finest teas,
basement and Teabar. We also re-platformed our website and coffees and hot chocolates. Dunhill believes it is important that
continued to refresh and expand our range of products and saw his colleagues enjoy this adventure as much as the customers.
growth across all our three core drinks categories.” “We refer to ourselves as Friendly Fanatics, our goal is to share
The next 12 months will see the company focus on driving our passion and enjoyment of everything we sell in our stores
growth across all channels. In the UK, upgrades to the existing with our customers,” he remarks.
store estate will take place whilst actively looking at expansion apparent that there is a fascination in sharing food and drink
Through the incredible rise of social media, it has become
WHITTARD OF CHELSEA STORE THE ADVENTURE and South East Asia as well as expanding its presence in next trend in flavor, unique recipes and the places in which to
SAVOUR
opportunities, the brand will look to capitalise on the proven
related experiences online, and people seek inspiration for the
appeal of its brand in Asia, by supporting its partners in Taiwan
discover them on social media. Because of this, Whittard focuses
mainland China and they will look to build their presence in
significant energy and talent on creating great content across
the travel retail environment.
London, UK
Recent years has seen the company expand from being a
its social channels to engage and develop a relationship with
UK high street retailer that was known more for its affordably
priced ceramics than for its Teas to become a global enterprise,
around the world.
At Whittard everything
building on more than 130 years of British heritage to position the community of tea lovers “DemanD for premium loose teas
anD fruit anD herbal infusions are
the brand as the destination for the finest teas, coffees and starts with its people as happy
cocoa in every market it enters. colleagues makes for happy growing across the worlD.”
“Demand for premium loose teas and fruit and herbal customers. The company
infusions are growing across the world. This generation is spends a great deal of time and effort to recruit, train and
adventurous in their approach to discovering new tastes and look after its band of Friendly Fanatics and develop them into
delight in exploring the wide range of flavours and blends on passionate ambassadors of its brand and products. It is because
offer at our stores,” explains Dunhill. of this, and tracking customer feedback very closely to ensure
In addition to its new flagship in Covent Garden which that their experience in stores matches this are the reasons
serves a full range of afternoon teas, cakes and savouries to customers remain loyal to the brand.
accompany its menu of over 100 teas, range of hot chocolates “Our success to date and in the future depends on our ability
and premium coffees, Whittard has expanded its presence in to deliver a great experience to our customers every time they
Luton and Gatwick airports and opened two stores in Taiwan visit one of our stores around the world or our website – an
and concessions in Singapore and Hong Kong. experience which extends to their enjoyment of our products at
Looking forward, the company has plans to enter selectively home. So it’s all about having the people and processes in place
into several new international markets over the next five years, that make this ambitious goal achievable,” concludes Dunhill.

20 RETAIL & LEISURE INTERNATIONAL FEBRUARY 2019