T2 is unveiling a new era of experiential retail with the grand reopening of its flagship Queen Victoria Building (QVB) store on 3 April 2025. The refurbishment marks a significant milestone for the brand after its most profitable year in over a decade, reinforcing its commitment to innovation and storytelling.
As the tea category evolves with changing consumer interests, T2 has seen a significant surge in demand for matcha and classic tea blends, aligning with a growing appreciation for alternatives to a traditional morning coffee. “The new flagship store has been designed to meet these evolving consumer expectations, delivering a retail experience that is as theatrical as it is educational,” according to T2.
The redesigned store reflects T2’s ambition to create a sensorial shopping environment that goes beyond traditional retail, inviting customers to explore the diverse aromas and flavours of T2’s collection through a dedicated Brew Bar. From launch day, customers can enjoy samples and free masterclasses from expert brewers.
A first for the brand will also be unveiled at launch, a spectacular Teawares Gallery, showcasing an exclusive selection of pieces available for purchase.
“The tea industry is evolving, and we’re seeing a shift towards consumers valuing experience, transparency, and quality more than ever before,” says Christelle Young, Managing Director at T2. “Our flagship store represents our investment in the future of brick and mortar – where customers don’t just shop, but engage, learn, and immerse themselves in our world of tea.”
The grand reopening of the 128sqm T2 QVB store is set to attract both loyal customers and new tea drinkers, reinforcing the brand’s position as a leader in the premium tea retail space.
Key statistics:
- In 2024, NSW consumed more than 24,000 cups of T2 matcha compared to Victoria.
- On average, NSW drinks approximately 40% more matcha than Victoria each year, with both states showing year-on-year growth in matcha consumption.
- In 2024, NSW consumed 26% more matcha than Victoria.
- Comparing 2023 to 2024, there was an 89% increase in matcha purchases in NSW.
- Earl Grey blends lead as the most popular tea in NSW, accounting for over 50% of the top teas purchased in the state.
- Melbourne Breakfast dominates as the most popular tea in Victoria, making up over 40% of top tea purchases in the state.
- Top three SKUs in NSW in 2024:
- French Earl Grey
- The Breakfast Bunch
- Down Under Wonders.
- Top three SKUs in VIC in 2024:
- Melbourne Breakfast
- The Quiet Mind
- The Breakfast Bunch.
