Starbucks sets the ball rolling with Tazo tea store

Going from strength to strength, the world's largest coffeehouse company, Starbucks Corp, is all geared up to arrive in the USD 95 billion tea market with its first store under the Tazo brand in October. Located near the company's Seattle headquarters, the 1,700 sq feet Tazo store will offer more than 80 varieties of loose-leaf tea, along with pastries, baked goods and packaged chocolates, besides iced tea and tea latte.

Synonymous with innovation, Starbucks will bring uniqueness in the store by allowing customers, along with employees, to create personalized tea blends at the station. The move to win more customers and boost sales joins the company's other inventive endeavors, like flash-pasteurized juices, wrap and noodle boxes and a smaller-portion desserts line.

The company has succeeded in making Tazo a USD 1.4 billion brand from USD 8.1 million in 1999, and will open more stores where a location is the right fit. Rising 21 per cent this year, Starbucks shares were USD 55.64 at the close.

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