BUBBLEOLOGY TEA EXPANDS INTERNATIONALLY
Bubbleology the British brand that introduced the Taiwanese drink, bubble tea, to the UK in 2011 has now launched into Eastern Europe for the first stage of its international expansion, coupled with further launches into London.
This summer will see Bubbleology Founder Assad Khan continue opening stores throughout the continent and also entering into the Middle East as the brand begins the first phase of its global roll out.
The first London Bubbleology outlet launched in April 2011 in the heart of trend-setting Soho on Rupert Street, quickly followed by a concession in Harvey Nichols Knightsbridge.
The Soho opening was a success with queues regularly forming around the block, and over 8,000 teas sold within the first 10 days.
The international expansion for 2012 will continue into the Czech Republic, Switzerland, Austria, Germany, Kuwait & UAE.
Two London stores are also launching this summer, including a branch in Notting Hill in July
Two more London stores are also launching this summer, including a branch in Notting Hill in July.
Additional outlets will open in other major UK cities by the beginning of 2013.
Originating in Taiwan in the 1980s from a stall in a night market, bubble tea is not only one of the most popular beverages in Taiwan (over 8,000 bubble tea cafes), but has spread beyond into mainstream Asian culture, with the amount of shops selling bubble tea numbering in the tens of thousands.
Beverages like Bubbleology are leading a surge in the popularity of tea drinking, with recent figures showing that worldwide consumption of tea has been on the increase in the last few years, growing by 5.6% to four million tonnes.
Bubbleology Founder Assad Khan first discovered bubble tea at a small cafe in New York in 2005, where he was working as an investment banker for JP Morgan.
On returning to Britain, he decided to bring the drink to home. He said:
“We’ve had phenomenal response to the brand and the authentic taste of the product since we opened the first café in Soho, attracting thousands of loyal customers.
“In fact, the Taiwanese diplomatic mission in Britain loved the concept so much that the Taiwanese Ambassador formally opened the shop herself, with the brand gaining overnight celebrity status in the Taiwanese media.
“Bubble tea is immensely popular in parts of the world but it is essentially a fragmented market.
“I have no doubt that Bubbleology will have a similar impact on the popularity and consumption of bubble tea as Starbucks did with coffee or Pinkberry did with Frozen Yoghurt.
“In the current climate, I’m thrilled that this British brand is defying the negative economic outlook, and is not only expanding in the UK but exporting itself abroad.
“Indeed, it is already attracting interest from Private Equity & Institutional Investors.
“With impending launches in Europe and the Middle East in 2012, next year’s focus will be Latin America, which is a key emerging market that we aim to expand into.”
Khan’s vision is to make Bubbleology into an international British household name within three years, introducing a new drinking experience to consumers.
Bubbleology quickly gained status in the UK with a large celebrity following and design that gave it a unique presence in the marketplace.
Soon after its launch Claire Mossford, Grocery Buying Manager at luxury department store Harvey Nichols, recognised the brand’s potential as a key British innovator in the food and drink sector.
Subsequently in summer 2011 Bubbleology opened an outlet in the Foodmarket at Harvey Nichols’ flagship Knightsbridge store and following that launched pop- up concepts at their Dublin, Manchester, Leeds and Edinburgh stores.
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