The Coffee Bean & Tea Leaf to open 700 stores in China

The Coffee Bean & Tea Leaf (CBTL) has signed an agreement with South Korean retail business E-Land to rollout more than 700 new stores in China. The first store will open in the fourth quarter this year, marking the 28th international market for the United States coffee and tea retailer. “We are excited to lend a hand in shaping a lasting, high-quality coffee culture with Chinese tastes in mind,” said Jeff Schroeder, CBTL, Senior Vice-President of Operations. E-Land has a significant presence in China, the business already operating more than 7000 outlets, predominantly in the fashion industry. “Together with E-Land's vast retail experience and success to ensure our continued growth in China, we're proud to put our Southern California style of hand roasted coffee and whole leaf teas on the map in yet another country,” said Schroeder. President of E-Land China, Choi Jong Yang said the South Korean company’s Chinese reach combined with CBTL’s global brand recognition created a competitive partnership. “It will be grown successfully as a major coffee brand in the China coffee industry, one of the fastest growing markets,” said Yang. The expansion into China marks the latest major announcement in CBTL’s 2015 growth, following the introduction of new stores in Japan earlier this year. The specialty coffee and tea retailer commemorating its 1000th store opening in Los Angeles in June.