MNfusion: DAVIDsTEA Opens At Mall Of America
For anyone who has visited the Mall of America lately, its evident there are a lot of changes happening.
And not just on the outside.
New retailers move into the Mall of America each year and this year is no exception.
On Sept. 19, Canadian tea store DAVIDsTEA opened its first Minnesota location on the first floor next to Barnes and Noble on the east side of the mall.
Launched in Toronto in 2008, DAVIDsTEA aimed to make tea a more approachable beverage. In creating fun, unique blends by combining classic leaves with obscure flavors, the loose-leaf tea retailer was able to capture not only tea lovers, but a brand new audience.
Now, after opening hundreds of stores across Canada and the east coast, they are hoping their product proves to be just as popular in the Midwest.
Head of Customer Engagement Kim Wiseman chatted with me about the store opening, DAVIDsTEA's most popular products and what Minnesotans can expect when they shop at the new tea retailer.
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After opening up a number of stores in the United States, why was Minnesota the next state you chose for the new DAVIDsTEA location?
Wiseman: We have had success with our openings in Chicago and Minneapolis was a natural next step to continue to build our brand throughout the Midwest and the United States. We can't wait for Minnesotans to discover loose-leaf tea and DAVIDsTEA's innovative products.
With two major metropolises and a number of other cities throughout the state, how did you land on Mall of America as the location for DAVIDsTEA?
Wiseman: DAVIDsTEA is a community brand and we are always keeping our eye out for the next amazing neighborhood to open in. The mall is a great destination in the city and attracts many tourists.
It definitely is a great place to be if you are trying to attract a number of different groups of people. DAVIDsTEA began in 2008 and as the story goes, there weren't many tea retailers at that time. Why do you think that was?
Wiseman: We noticed that at the time a lot of people were unfamiliar or intimidated by loose-leaf tea. Most people were buying their tea at the grocery store and had few varieties to choose from. We are all about making tea fun and accessible for everyone. Whether you are new to loose-leaf tea or have been drinking it for years, there is something for you to explore.
Consumer desire for loose-leaf tea has certainly grown since DAVIDsTEA began. What do you think it is about loose-leaf tea that people enjoy? What has attributed to its growth?
Wiseman: People are increasingly interested in beverage options. They are looking for alternatives and with tea being so versatile it is a great option. There are a multitude of varieties available, and like food, the flavor combinations are endless.
There is something for virtually any palate and time of day. Energizing teas for the morning, chocolate teas for someone looking to satisfy their sweet tooth and teas like Mother's Little Helper, which contains chamomile and valerian root, for nighttime.
Sounds like the varieties are endless! You listed a few options, but what are some of the top selling flavors?
Wiseman: A fan favorite is Forever Nuts. [It is] a fruit infusion with apples, almonds, cinnamon and beetroot. It smells and tastes like a delicious baked good and the beetroot turns the tea a beautiful deep pink.
Other favorites include North African Mint and Buddha's Blend. Buddha's Blend is a delicate white tea.
What do you think will be flavors that will be popular with Minnesota consumers?
Wiseman: They will be sure to fall in love with our Fall Collection. With returning classics like our sweet and spicy Pumpkin Chai, and new fan favorites like Peanut Butter Cup and Honeycrisp Apple, this collection is amazing.
Speaking of collections, can you explain the concept of collections for me? How are they created?
Wiseman: We launch teas in seasonal collections. Every season we introduce five new teas and a variety of new kits and accessories. We also launch a new tea the first of every month.
We find inspiration in a variety of places, such as current ingredient trends, our customers and our staff. Our tea team tastes hundreds of teas every month, searching for the perfect blend we know our customers will adore.
As it is loose-leaf tea, can consumers create their own personal blend?
Wiseman: Loose-leaf tea opens up a world of possibilities for the customer. Although we cannot create personal blends online or in-store, we encourage customers to explore and experiment at home. The magic of loose-leaf tea is that two flavors can be combined to create a delicious treat. We recommend mixing our Birthday Cake tea, a rooibos blend, and our Coffee Pu'erh to create a delectable Tiramisu flavor. The possibilities are endless!
Since you mentioned coffee, how would you convince someone who is a coffee drinker, or just a novice tea drinker, to visit DAVIDsTEA?
Wiseman: Whether you're new to tea or a typically a coffee drinker, DAVIDsTEA has something for everyone. For the coffee drinkers, Maté teas are known for their natural caffeine and energy boosting properties. We love Main Squeeze, Jumpy Monkey and Chocolate Rocket for an energy kick. For anyone who feels they are a novice tea drinker, our amazing tea guides will find the perfect blend for you. Whether you fancy straight teas like Japanese Sencha or Irish Breakfast, or flavored blends like Forever Nuts or Blueberry Jam, we know we'll be able to find something that is you.
