TWG success: like selling ice to Eskimos
In this article (4)
In just seven years, Singapore tea house chain TWG has expanded from a single cafe to a network of 44 spanning 15 countries. From three employees to 3000.
In an interview with Channel NewsAsia for its Women at the Top series, TWG co-founder Maranda Barnes described her success as akin to selling ice to Eskimos: last year the company opened its first store in China, the world’s most populous nation of tea drinkers.
Barnes had a background in luxury retailing prior to founding TWG, experience working with fragrances and high-end fashion brands preparing her well for marketing upmarket teas.
“I knew about luxury packaging,” she told ChannelNews Asia. “I knew how you are supposed to talk about luxury products, how important the ceremony was and these small little details.”
But she says it was still a challenge tackling Asian markets.
“In the beginning, it was a bit of a scary challenge because it was like selling ice to the Eskimos. Here we are, coming from overseas to sell a product to Asia and the Asians are the connoisseurs of tea. But at the same time, I sometimes feel like it takes a foreigner to see the value and the beauty in a product that has become very mundane.”
Questions & Answers
Q.What is Maranda Barnes' professional background before co-founding TWG?
What is Maranda Barnes' professional background before co-founding TWG?
Prior to establishing TWG, Maranda Barnes had experience in luxury retailing. She worked with fragrances and high-end fashion brands, which prepared her for marketing luxury teas and understanding luxury packaging and product presentation.
Q.How did TWG's co-founder describe the challenge of entering Asian markets?
How did TWG's co-founder describe the challenge of entering Asian markets?
Maranda Barnes described the challenge as 'selling ice to Eskimos,' noting that it was daunting for an overseas company to sell tea to Asian tea connoisseurs. However, she also felt a foreigner could highlight the product's overlooked value.
Q.How significantly has TWG grown since its inception seven years ago?
How significantly has TWG grown since its inception seven years ago?
In just seven years, TWG has expanded from a single cafe to a network of 44 outlets across 15 countries. During this period, its employee count grew from three to 3000, demonstrating rapid growth.