In Markets

Kusmi Tea partners with Bluebell Group in Japan

kusmi Tea bluebell Japan

Tea connoisseurs will be happy to know that Orientis Gourmet and Bluebell Group have partnered up for the exclusive distribution of Kusmi Tea in Japan.

From September 2016, Bluebell is the exclusive distributor of Kusmi Tea in Japan with the objective of developing the brand through an omni-channel strategy.

The two companies will focus on developing a strong retail presence in key locations nationwide, including own stores in major cities, premium department stores, as well as with selected wholesale accounts. E-commerce operations are also an essential component of the growth strategy.

SEE ALSO: Bluebell CEO: How luxury brands can embrace digital

Sylvain Orebi, CEO of Kusmi Tea/Orientis group, explained: “We are proud to initiate this collaboration with Bluebell Japan and to join their prestigious partners’ portfolio. Japanese people have appreciated Kusmi Tea while travelling in Paris most glamorous locations – such as Champs-Elysées, Avenue de L’Opera or Galeries Lafayette — we are therefore particularly delighted that they can now also find us more widely in Japan!”

“I feel very confident to work with Bluebell Japan who have a perfect knowledge of the country, where they have been active for over 60 years. I know that, through various store openings and department stores corners launch, they will develop our brand precisely according to our positioning made of both tradition and modernity.”

Serge Grebert, President of Bluebell Japan, commented, “Over the past 150 years, Kusmi Tea has become a reference amongst tea lovers by perfecting the art of blending premium teas distinguished by their unique flavours, high quality ingredients and contemporary approach. I am very pleased that Bluebell Japan now has the opportunity to contribute to the worldwide success and expansion of Kusmi Tea.”

“The Japanese consumer is rightly seen as very sophisticated and I have no doubt that thanks to Kusmi Tea’s continuous innovation, the attractiveness of its clever packaging, and an ongoing commitment to quality, Orientis Gourmet and Bluebell are in a position to meet and exceed the expectation of the Japanese market.”

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