British brand Whittard of Chelsea has opened its first overseas stores of 2019 in Taiwan – with plans to open three more within the year.
Purveyor of fine teas, coffees and cocoas Whittard of Chelsea has recently opened two new stores in Taiwan – in Breeze Nanshan department store and Taichung’s newly opened Mitsui Mall – as part of its international expansion strategy. Mitsui features the brand’s very first Tea Bar in Asia.
Many Taiwanese tourists and students have already discovered Whittard in the UK, which encouraged the brand to prioritise the market in its expansion plans. Whittard combines 133 years of heritage with innovative giftable products and an informal, welcoming environment. Customers can enjoy freshly prepared teas and hot chocolates on tasting and interact with the friendly and knowledgeable staff. The early signs suggest that this is also proving to be a winning formula in Taiwan, with sales exceeding expectations since the stores launched in January.
The brand is now in discussions to open three more in Taiwan before the end of 2019. Mark Dunhill, Whittard of Chelsea’s CEO, said of the success: Following a comprehensive revitalisation of the brand, Whittard of Chelsea has been enjoying significant and sustained growth in its home market. Meanwhile the success of its launch on China’s Tmall platform and recent successful entry into Taiwan, Japan and South East Asia demonstrate the brand’s growing appeal to consumers in Asia. The business will now focus on expanding its presence in this region.
