T2

T2, officially registered as Tea Too, is an Australian specialty tea retailer founded in Melbourne in 1996 by Maryanne Shearer and Jan O'Connor. The company operates a chain of retail stores offering a wide range of loose-leaf teas, tea bags, and tea accessories, with a focus on experiential retail. T2 gained prominence for its distinctive store design, featuring tasting tables and ingredient stations that allow customers to sample teas in-store. The brand expanded internationally, opening stores in New Zealand, Singapore, the United Kingdom, and the United States. In 2013, T2 was acquired by Unilever for a reported A$60 million, and in 2022, it became part of LIPTON Teas and Infusions following the sale of Unilever's tea business to CVC Capital Partners. As of 2023, T2 has refocused on its core markets in Australia, New Zealand, and Singapore, closing its Northern Hemisphere operations. The company offers over 130 teas and tea blends, including signature blends named after Australian cities such as Melbourne Breakfast and Brisbane Breakfast.

T2 was co-founded by Maryanne Shearer and Jan O'Connor, who in 1995 registered a homewares company called Contents Homeware. In 1996, they each invested $50,000 to launch T2 as equal co-founders, and the first store opened on 1 July 1996 at 340 Brunswick Street, Fitzroy, Melbourne. A second store in St Kilda closed after 12 months due to low patronage, but sales increased 20% the following year, prompting expansion into Sydney. In November 1999, a store opened in Chadstone Shopping Centre, helping revenue exceed $1 million. By 2004, T2 had six stores, and by 2005, eight stores with 55 team members and revenue of $4.4 million. Revenue reached $8 million in 2006. In 2002, T2 expanded to Sydney with a store in King Street, Newtown. In 2007, Shearer and her partner Bruce Crome sold 50% of T2 to retail investors Jonathan Dan and Phillip Blanco; later, Shearer and Crome bought back 25% from Blanco. In October 2001, Crome purchased O'Connor's share after a legal dispute. In 2008, T2 moved operations to Port Melbourne, and in 2012, it leased a warehouse in Laverton North and a building in Collingwood for its head office. The first Tasmanian store opened in Hobart in September 2012. In 2013, T2 was acquired by Unilever for a reported $60 million. That year, a store opened on Little Collins Street, Melbourne, and in Cairns Central. In 2014, 18 new stores opened, including three in London and one in New York City. In 2015, a fourth London store opened on Regent Street. In 2017, T2 opened its first stores in Scotland (Glasgow) and Singapore. By November 2017, there were over 96 stores across Australia, New Zealand, the United States, and Asia. In 2021, Unilever agreed to sell its tea business to CVC Capital Partners for €4.5 billion, and the sale completed in July 2022, forming LIPTON Teas and Infusions. In 2023, T2 closed all Northern Hemisphere operations to focus on Australia, New Zealand, and Singapore.

• 2023

  T2 closes all Northern Hemisphere operations to focus on Australia, New Zealand, and Singapore.

• 2022

  Unilever sells tea business to CVC Capital Partners; T2 becomes part of LIPTON Teas and Infusions.

• 2017

  First stores in Scotland and Singapore; over 96 stores globally.

• 2014

  18 new stores opened, including in London and New York City.

• 2013

  Acquired by Unilever for a reported $60 million.

• 2007

  Shearer and Crome sell 50% to investors Jonathan Dan and Phillip Blanco.

• 2002

  Expansion to Sydney with a store in Newtown.

• 1999

  Store opens in Chadstone Shopping Centre; revenue exceeds $1 million.

• 1996

  First T2 store opens in Fitzroy, Melbourne.

Specialty tea retailer with an experiential, apothecary-style store format and a wide range of premium teas.

• Melbourne Breakfast

• Brisbane Breakfast

• English Breakfast

1. 1T2 (tea products company) - Wikipediaen.wikipedia.org
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