Even though USA is a coffee dominating market, tea is slowly gaining in popularity thanks to health and wellness trend specially among younger generation. By the mean time, as Tea & Coffee Trade Journal had reported, Renowned Canadian Tea Retailer, DavidsTea is returning to the United States with a pop-up within top activewear brand Lululemon’s Newbury Street store in Boston, Massachusetts. 

The Montréal, Québec-based specialty tea retailer is pushing boundaries with new, innovative crafted loose-leaf tea beverages, all developed in-house by tea experts. The exclusive, 100% vegan menu, crafted specifically for the Boston market, includes a mix of iced tea, lattes (made with oat milk), sparkling tea, wellness hot teas, matchas and feel-good blends that feature adaptogens and other nourishing ingredients that offer benefits ranging from hydration and immunity support to providing calm and focus. 

DavidsTea is also introducing iced TeaPop lemonades for the first time, a refreshing sparkling iced tea or matcha made with lemonade. 

Furthermore, the DavidsTea team has reworked their process in preparing beverages to ensure a faster and more efficient experience for busy shoppers. By reducing the steep and preparation time, a traditional challenge with tea, the store-within-a-store can offer handcrafted, complete to-go beverages in record time. 

The pop-up, which opened earlier this month, offers a contemporary and collaborative retail experience that provides convenience paired with fresh, high-quality offerings to consumers who are looking for innovative ways to interact with brands. After strategically pivoting its focus to ecommerce business during the pandemic, this limited time pop-up marks the first physical return of DavidsTea to the US market (prior to the Covid-19 outbreak, the company operated more than 250 locations across North America). Through the Lululemon Fuel Space powered by DavidsTea, the brand can connect with a new, health-conscious audience and reaffirm a commitment to making tea easy and accessible in markets where community was already well established. 

While plans for additional pop up stores have not been announced, a spokesperson for DavidsTea said, “This has the ability to be the start of a larger growth plan; we are excited to get feedback from both old and new DavidsTea fans.” 

View Point

Popular US Tea retailer Teavana had to close all their retails stores few years back due to old passioned retail concept and intense distribution strategy. But Teavana brewed teas are still served at Starbucks outlets. This time Davids Tea seems to have got it right by deciding to serve brewed tea while selling loose tea. Quality of ingredients, proper training for stores staff also matter.

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References

1. Main Source: https://www.teaandcoffee.net/news/30221/davidstea-returns-to-the-us-with-lululemon-collaboration/
2. Davids Tea Official Website: https://www.davidstea.com/