Teavana, A Distant Analysis

The news that in 2018 Starbucks will close its Teavana shops (more than 350 in all, there is no other such tea chain in the US), raises before tea specialists questions as to why the project is scaled down and how Teavana’s experience can be best utilized. We will try to answer these questions from Russia, relying on the old and established consumer tea culture existing in our country and making analysis based on Teavana’s online store (in this contemplation, we are not touching the issue that Starbucks has sold its other tea brand Tazo to Unilever). It's reasonably safe to [...]

Teavana, A Distant Analysis 2018-06-07T21:53:07+00:00