Our first store opens in Fitzroy, Melbourne. A tea revolution begins.
Imagine pink ceilings, towering displays of tea and teawares, and Chinese newspaper covering the walls. Tea fuelled our conversations with all kinds of people; it was a chance to learn about them, and in turn tell them something about ourselves. We were intrigued by those who walked through our doors; backpackers, artists, hippies, students and musicians all inspired our outlook on both tea and life.
Tea lovers delight over our adventurous in-store theatrics.
Towards the end of 1999, we launched our second store in Chadstone, Melbourne. It was an instant success, with curious souls keen to see what we’d brewed up. By Christmas that year both T2 stores sold out of stock, with customers still thirsty for more.
We brought our sense of adventure into our store experience, and encouraged our visitors to play, discover, and experiment with us.
Our fascination with tea blending and experimentation grows.
The tea revolution continues.
We hit our stride with our tea knowledge and expertise, and our unending desire to discover, create and share our tea knowledge made us the go-to for tea in Australia. With the launch of T2 wholesale, more and more T2 teas began popping up on some of the best menus around Australia.
We share our love of tea through storytelling and creating immersive experiences.
Campaigns were the perfect way to share our latest product discoveries and tea knowledge. Word of our one-of-a-kind teas and teawares continued to spread, and more and more T2 stores flung open their doors, eager to get brewing. We also hit the digital marketplace, launching the T2 website.
We take things back to the drawing board to come up with exciting new twists on the humble leaf.
After trailblazing with a stream of successful stores, it was time to do a little soul-searching. We expanded our behind-the-scenes team and revelled in the chance to reinvent and rethink the humble tea leaf yet again. We looked to ancient ceremonies and approaches to tea drinking, and sought ways to recreate them. We couldn’t help opening a few more stores to the tea loving masses, though, with Canberra, QLD and WA welcoming T2 to their afternoon tea tables.
A hive of curiosity, innovation, and experimentation.
Taking tea to the world.
We took our unique take on tea to the world, and sought quirky spots across the pond to fuel and inspire our sense of curiosity and creativity. Places like Shoreditch, Soho and Brooklyn make our hearts pound, intriguing us with their vibrant mix of cultures.
We kicked off the year by opening our very first store in Singapore! Our plans to bring T2 to tea lovers all over the globe had us thirsty for a store in Asia – and Singapore felt like the milk to our English Breakfast! We celebrated by launching a brand new tea, Singapore Breakfast. Think tasty black and green tea combined with coconut and pandan – it’s like kaya toast in a cup!