Tea & SympathyTea & Sympathy is an English-themed teashop and restaurant in New York City. It has a cult following among people who love authentic English tea and accompanying fare.
While not seeking to expand or replicate the restaurant, Tea & Sympathy’s owners were interested in exploring the potential of leveraging the renowned name in developing a branded product line and an online extension of the business. The product line could be pitched to U.S. retailers carrying specialist tea and related lines, and would also serve an eCommerce presence planned for Tea & Sympathy.
“We came to That’s Nice for industry guidance on managing and expanding the brand we had developed over 17 years. The beauty is, they really understand our product and audience.”
OWNER, TEA & SYMPATHY
The business owners came to That’s Nice for its understanding of the specific product qualities and marketplace, as well as experience in retail branding, and ultimately have partnered with That’s Nice to manage the brand beyond the pre-existing restaurant and store business.
The challenge involves strategizing on development of the specific products that will appeal to American-based tastes for niche products and gifts, along with the development and growth of a brand identity and design of an eCommerce website and all of the integrated parameters that surround it. The full online business is in the late stages of development in 2007.
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