A WHITTARD PRESENTATION FOR
WHITTARD INSPIRING PASSION Tea and Coffee Passion, since 1886. Our driving belief is that tea and coffee should be valued, appreciated and enjoyed. To this end our mission is to share our knowledge, expertise and passion for quality tea and coffee.
APPROACHABLE We are approachable experts providing best-in-class service to our loyal customers.
CREATIVE Weâ€™re true to our heritage but we constantly evolve to create new experiences.
OPEN-MINDED We are innovative and progressive. Our team of specialist tasters are constantly developing new blends to delight our customers.
PASSIONATE Whittard invites its customers to share its passion. We want people to experience the delights of tea and coffee.
OUR STORY PAST TO PRESENT Our story began in 1886 when Walter Whittard opened his tea, coffee and cocoa store on London’s Fleet Street. A born pioneer, his philosophy was always to “buy the best”, sourcing the highest quality teas and coffees from around the world, then blending them tohis customers’ specifications. Over 125 years later we remain true to Walter’s founding philosophy. We’re still the blending and tasting experts, offering something truly unique to connoisseurs and novices alike. Today we continue to grow, sharing our innovative ranges and specialist knowledge across our UK stores, overseas shops and elsewhere via our website.
QUALITY BUYING THE BEST The key value of guaranteed quality through the use of expert buyers, blenders and roasters remains constant. Testament to this focus are the 14 Great Taste Awards received in 2013, following a bumper 28 received in 2012 including a prestigious three star award.
RANGE AND INNOVATION Walter was an innovator in his time be it through his inventive blends or famous cocoa. The spirit of innovation continues with new ranges such as the new Fruit and Herbal selection.
SERVICE Walter’s original store was renowned for combining expert service with a breadth of specialist teas, freshly roasted coffees and cocoa.
PRODUCT RANGE Whittard has a range of premium quality hot beverages that is unrivalled, bringing together our 127 years of heritage and continued innovation to provide our customers with a choice to meet their tastes.
Our range extends across house blends to some of the worldâ€™s rarest varieties, covering Black, Green, White, Oolong, Single Estate and Flavoured teas, a huge range of wellbeing teas, traditional Herbal teas and Caffeine-Free Fruit Infusions. Our personalised service offers loose leaf tea weighed to customer specifications. Online customers have the opportunity to create their very own blend of tea.
With the widest range of flavours on the market, we remain market leaders today. Our customers are passionate about their favourite flavour and this inspires us to continual innovation. Our exclusive selection ranges from 70% Cocoa for the purist to flavours including Chilli, Mint and Amaretto.
COFFEE We offer a superb range of freshly roasted coffee beans, as well as guest coffees from estates in Hawaii, El Salvador and beyond. Our flavoured ground and flavoured instant coffee are unique in the market place. Our discerning customers enjoy over 20 varieties of freshly roasted coffee beans, ground to their preference in store.
Gifting Each Whittard product is beautifully packaged for self-purchase or to give as a gift. We have a wide range of over 30 tea, coffee, hot chocolate and related gift selections available throughout the year as well as annual seasonal additions.
BRAND PLATFORM Business Vision Be the destination for lovers of great tasting in-home tea and coffee
Business Mission To create a sustainable, global, multi-channel tea, coffee and beverage brand
Customer Insight Great tea or coffee is a real treat and itâ€™s worth taking a little time over choosing, brewing and savouring the experience
Personality Passionate, approachable experts with infectious enthusiasm Carefully selected range of premium leaf teas and roast coffees from around the world to explore 125 years of blending and selecting expertise
WHITTARD AND CANARY WHARF Our presence in Canary Wharf forms an important and integral element to our portfolio re-alignment and new store strategy. We see Canary Wharf as an important retail destination, not just a place for business. Our vision is to be the destination tea and coffee store for the ‘at home barista’, a good fit with your demographic of educated urbanites from 25-40, who either live or work in the area. We have developed a number of flexible and brand appropriate retail formats (detailed overleaf) that are flexible for a number of different sized footplates. Our 290 sq.ft. site on Regent Street has a sales density of £4,366 per sq.ft with a turnover in excess of £1.4 million. Our approach is driven by a multi-channel retail experience, we plan to provide a ‘click and collect’ service for those who are time poor and tasting stations and the ability to ‘try before you buy’ for those with time to dwell. A new face to Whittard, driven by theatre, exemplarary customer service and the finest teas and coffees.
RETAIL STRATEGY: NEW STORE FORMATS Our new store formats enable the business to deliver the core principles of the brand experience across a mixture of sites – a true multi-channel retail experience.
FORMAT Dry store
DESCRIPTION Optimum delivery of the Whittard product range to drive sales
LOCATION High Street High end shopping malls
Combining wet and dry elements in the ultimate execution of the Whittard experience
High Street High end shopping malls
1200 – 1,500 sq.ft.
Beachhead for prestige locations where space and/or time are limited, building brand awareness
Transport hubs High footfall shopping malls
110 – 180 sq.ft.
Driving consumer reach for the brand with carefully selected partners
‘Pop up’ event spaces
Brand appropriate events to drive consumer understanding of our proposition
500 – 1,200 sq.ft.
200 – 300 sq.ft.
Dependent upon location
RETAIL STRATEGY: STORE FOOTPRINT We are evolving our real estate strategy: 2008: 126 stores 2012: 59 stores Our focus is on asset management of our existing real estate portfolio, refining the estate to optimise return and brand alignment, and acquiring new sites in ‘premium’ locations.
Recent acquisition highlights include: Unit 17, Covent Garden (Q3 2013) In securing a new tenancy within the Market Building we have more than doubled our square footage in this prestigious retail location. A ‘dry store’ format to be fully furbished in early 2014.
182 Portobello Road (Q4 2013) Opened in October 2013 the 1000 sq.ft. unit within this high-footfall tourist location provides an ideal footprint for our new ‘dry store’ format.
43 Oxford Street (opening Q1/2 2014) Relocating our successful Oxford Street store to the south side of one of the world’s most famous shopping streets, the new store will be the first of our new ‘hybrid store’ formats.
STORE DESIGN PRINCIPLES Our store concept is designed to deliver the environment that encourage customers exploration of the world of tea and coffee.
Product experience The store design literally brings tasting, sampling and product interaction to the centre. The tasting tables provide the stage to showcase products and ingredients and the infrastructure to deliver a great tasting experience.
Category expertise The layout and fixtures enable us to demonstrate our specialism for tea and coffee whilst also showcasing the supporting product ranges we offer our customers. The experience also maintains a strong connection with our heritage and positioning.
Distinctiveness Whittard enjoys unique positioning on the high street and this is reflected in the detail of the design, for example in the bespoke wallpaper and custom made signage.
Heritage The design acknowledges the legacy of our 125 year heritage with details including original parquet flooring and traditional gold leaf window detail.
KEY SHOP FIT DETAIL Bespoke cabinetry Heritage parquet flooring Gold leaf to detail to windows and store frontage Bespoke tea caddies Coffee silos
BUCHANAN STREET, GLASGOW The refurbishment of our Glasgow store in Q2 2013 was the first example of the new Whittard concept. The store is located on Scotland’s most prestigious shopping street, ‘The Style Mile’.
Impact: Significant LFL and gross margin growth Significant movement in sales mix towards premium loose product including major extension into premium coffee broadening appeal to a wider consumer base The bespoke tasting table has proved pivotal in developing the customer journey and provides customers the opportunity to ‘try before they buy’, and other details, for example the coffee silos and tea pot wall, have supported the progression to higher ATVs. The clear success of the project has resulted in the approval of the concept for both carefully selected new sites and the refit of brand important stores throughout 2013/14 (for example Portobello Road, Oxford Street and Covent Garden).
PORTOBELLO ROAD, LONDON
KIOSK: A NEW APPROACH FOR WHITTARD 1m
A ‘mini Whittard store’ to be located in key locations of high footfall including transport hubs and shopping malls. The format aims to change perceptions positioning Whittard as the destination for premium tea and coffee.
1m 1m 2m
Highly experiential with tasting and the theatre of preparation central in building brand authority. The engaging format and access to new locations will drive brand awareness and broaden appeal beyond the existing customer base whilst also driving commercial objectives.Its flexible, yet fully secure, modular design format provides the ability to ‘lift and shift’ between locations.
Display cabinet, cash and wrap
Including integrated water reservoir, boiling water tap, drainer, waste reservoir and electric hotplates (this module is flexible to facilitate product display)
Seating with tablet, LCD screen / lightbox
Top 70 SKUs across tea, coffee and hot chocolate
2012 FINANCIAL HIGHLIGHTS EBITDA of £1.4m (pre exceptionals), an increase of £1.2m on 2011 and an improvement of more than £6m since 2008. The rebalanced store portfolio helped deliver sales of £32m with a substantially improved contribution from a more focused store base. 25% sales growth in international markets on 2011. Substantial E-commerce growth with development of the .com site, launch of four new international sites and UK growth of 31% vs. 2011. Continued investment programme in brand, global in-store experience and online proposition. Focus growth on speciality tea and coffee ranges supported by the launch of the new Fruit and Herbal range and the enhancement of the speciality leaf tea range.