T2 Tea

T2 Tea

Tea retailer with multi-channel distribution

Overview

T2 Tea makes and sells tea and tea-related products, blending and curating a wide range of teas for customers. Its product approach centers on developing blends and delivering them through an omnichannel experience that includes 60 stores across Australia and New Zealand, an eCommerce platform, and a Collingwood support office and Melbourne distribution centre to move tea, teawares, and gifts to customers. The company’s differentiators are its immersive, colorful stores that emphasize discovery, a dedicated team of tea experts who can guide customers to their perfect cup, and a strong emphasis on sustainability and innovative product development supported by a robust eCommerce experience. T2 Tea’s goal is to make the everyday extraordinary through tea, helping people discover flavors, stories, and rituals behind each blend and delivering joy to tea lovers everywhere.

About T2 Tea

Simplify's Rating
Why T2 Tea is rated
C
Rated C on Competitive Edge
Rated C on Growth Potential
Rated C on Differentiation

Industries

Food & Agriculture

Consumer Goods

Company Size

201-500

Company Stage

N/A

Total Funding

N/A

Headquarters

Melbourne, Australia

Founded

1996

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Simplify's Take

What believers are saying

  • T2 still runs over 50 stores in Australia and New Zealand as of 2026.
  • Management says it is exiting Singapore to refocus on core markets.
  • The online store remains active, preserving demand from former Singapore customers.

What critics are saying

  • Singapore exits by March 25, 2026 signal weak international unit economics and demand.
  • T2 closed all UK outlets in 2023, showing failed overseas expansion discipline.
  • If Australia and New Zealand slow, T2 lacks another durable growth engine.

What makes T2 Tea unique

  • T2 Tea sells over 50 stores across Australia and New Zealand, plus online.
  • Its premium teaware-and-gifting format differentiates beyond commodity tea, especially in-store merchandising.
  • The Penguin collaboration links tea with books, strengthening giftability and brand recall.

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Benefits

Flexible Work Hours

Hybrid Work Options

Employee Discounts

Training Programs

Performance Bonus

Growth & Insights and Company News

Headcount

6 month growth

1%

1 year growth

1%

2 year growth

1%
The Straits Times
Mar 16th, 2026
Australian tea brand T2 Tea shuts all outlets in Singapore

Australian tea brand T2 Tea shuts all outlets in Singapore. T2 Tea has branches at 313@Somerset, Suntec City and Vivocity. PHOTO: T2 TEA/FACEBOOK Published Mar 16, 2026, 07:40 PM Updated Mar 16, 2026, 07:40 PM SINGAPORE - Premium Australian tea specialist T2 Tea will shut all three of its outlets in Singapore, The Business Times has learnt. An employee at one of T2 Tea's stores confirmed with BT that the brand is exiting the Singapore market, without disclosing the reason. T2 Tea has branches at 313@Somerset, Suntec City and Vivocity. All three stores are currently holding a clearance sale, with products offered at 30 per cent off. When BT visited the Suntec City branch on March 16, most of its stock had been cleared from the shelves. The store's last day of operations is set for March 25. Customers can still order items from T2 Tea's online store. Founded in 1996 in Melbourne, T2 Tea is a speciality tea retail chain with stores in Australia, New Zealand and Singapore. It was acquired by consumer goods giant Unilever in 2013, and later sold to private equity group CVC Capital Partners for €4.5 billion (S$6.6 billion) in 2021. Top stories. Explore top stories from all sections in one place About 36,000 MOE teachers, allied educators to get pay rise of 2% to 9% from oct 1. Waiters in s'pore among food services workers to get annual pay rise of up to 6.7% for next 3 years. Singtel mobile services restored after eight-hour disruption; payments, ride hailing affected. Why is trump arm-twisting NATO nations into clearing his iran mess? Possible road signs, markings for ERP 2 being tested by LTA in bayshore drive. More warm days expected in second half of March in Singapore, says weatherman. Jail, caning for man who sexually assaulted friend who came over to his flat. In 2017, T2 Tea opened its first flagship store in Singapore at 313@Somerset. This also marked the company's expansion into Asia. At the store, the brand offered more than 100 different types of tea blends, ranging from classic blends such as English Breakfast to other bespoke blends such as Melbourne Breakfast. It also created a special Singapore Breakfast blend for Singapore customers, inspired by the taste of kaya toast. But the Australian company has faced difficulties in recent years. In 2023, it closed all its outlets in the UK, including its online store, citing "unprecedented changes". At the time, it said it would instead focus on regions closer to home, such as New Zealand and Singapore. T2 Tea was listed as having 62 stores in Australia, New Zealand and Singapore, based on a news report published in June 2025. BT has reached out to T2 Tea for more information. THE BUSINESS TIMES Read the full story and more ST One Digital Plan Monthly Recurring $9.90/month Unlock premium No lock-in contract Enjoy these subscriber benefits * Access all subscriber-only content on ST app and straitstimes.com * Easy access any time via ST app on one mobile device. * E-paper with 2-week archive so you won't miss out on content that matters to you

Octomedia
Jul 31st, 2023
T2 Tea and Penguin blend books and brews with new collection

Premium tea retailer T2 Tea has teamed up with publishing house Penguin Books Australia to launch limited edition gift packs that combine T2’s blends with timeless classics.

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