Retailer of Week: TEKOE


“If you are cold, tea will warm you;
if you are too heated, it will cool you;
If you are depressed, it will cheer you;
If you are excited, it will calm you.” 
William Ewart Gladstone

This week, we’d like to present to you TEKOE, a Swiss tea shop chain coming to MAPIC  (19 – 21 November 2014, Cannes, France).

The Tekoe concept was created by two tea enthusiasts, Valérie Peyre (a former marketing employee of a start-up in Silicon Valley) and Peter Magetest (a traveler, ex-footballer & entrepreneur). They dreamed of sharing their passion for tea, a healthy modern product with a variety of tastes, with European customers and help them discover the fascinating world of the tea manufacturing.



Tekoe was imagined in the early 2000s as a concept to give a new life to the tea, one of the most widely consumed beverage in the world. The two founders decided to create a modern tea shop – contemporary, trendy, urban and creative, completely different from existing traditional tea stores. They went to Las Vegas to visit the World’s Tea Fair in order to study the market and find new ideas. They wrote the concept TEKOE on the flight home. After Las Vegas, Peter and Valerie set off for the producing countries.

The first Tekoe Shop opened its doors in September 2004 in a Lausanne train station (Switzerland), then, they launched new shops in Basel, Bern, Zurich and Geneva. After a few years, their chain counts 12 tea shops in Europe (in train & airport stations and in the cities).

Today the TEKOE Tea Shops are well known for their high quality tea products and services. The last TEKOE shop opened its doors on the EPFL Campus  (Lausanne, Switzerland) in November 2013, a new concept tea lounge where it is possible to taste different tea flavours notes – sweet, bitter, grassy, floral, and nutty – or take away over 125 different types of hot or cold tea and buy a few snacks. Would you like to taste Santa’s sweet kiss? Head to a TEKOE shop!

They are seeking to seduce new markets (France, Spain, Greece, the UK,  Japan, Russia and others) and open new shops in other European and non-European cities (franchising option is available). Which is why TEKOE will be at MAPIC this fall. We’re looking forward to meeting them at the show which, as you know, will take place on 19 – 21 November in Cannes.

Would you like to attend MAPIC and boost your business? Click here to register and participate as a visitor or exhibitor.

Click here to see the MAPIC 2014 Conference & Events Programme.

Top image credit: Masson

About Author

James Martin

As Head of Social Media for Reed MIDEM, James Martin oversees social strategy and deployment for MIPIM and MAPIC shows, as well as MIPTV/MIPCOM (TV industry) and Midem (music industry). He is based in Reed MIDEM's Paris office.

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