2. History of Kusmi Tea
Pavel Mikhailovich
in 1867 founded
Kousmichoff Tea
Firm
Eldest son
Viatcheslav took
over after his
father’s death
With the Russian
Revolution, he
moved the company
to 75 Avenue Niel,
Paris 17

3. The Orebi family holds possession
today of this brought-up-in-Paris Tea
brand !
Sylvain Orebi
History of Kusmi Tea

4. Products
• Teas
• Over 100 types in
Stores
• 67 types online
• Teapots
• Mugs
• Infusers
• Muslin tea bags :
Ensuring high quality!
Everyday a new tea is given as sample to
customers !

5. Products
• Wellness teas: Detox, Boost, Be
Cool, Sweet Love and Algothé
• Exclusive teas: Prince Vladimir,
Anastasia or Saint Petersburg
• Rooibos teas have caffeine-free mix:
lime, verbena, Rooibos and Organic
• Classical tea: Sencha green tea,
Darjeeling, Black tea Morning, and
Lapsang Souchong
• Traditional teas
• Online teas Green tea with
strawberry, almond or rose, black tea
Vanilla, Caramel or Chocolate
• Occasion related teas

6. Pricing
• Price of tea ranges from 13€ to 16€ for a metal box of
125 grams.
• For a Box of 20 sachets, price is set at €10.8/ box.
• Bulk Bag of 125grams costs €9.10 to €50.70.
(Jade Pearl Jasmine being the most expensive)

7. Merchandising
• Colourful store
• Red lacquered floor, bands of recessed light
and rows of technicolour tea
• Bright lighting
• Smells of tea
• Tea placed category wise : tea bags kept
together, cans of tea leaves kept separately,
accessories are grouped together
• The corresponding size of each tea is kept
along with it

8. Retail and Wholesale Stores
• Retail :
– Champs Elysees, Paris
– High Street, London
• Wholesale :
– KaDeWe(Food Hall), Berlin
– Silkwood, Czech Republic (Concept Store)
• No licensing

9. Key features to open a Kusmi Franchise
• Entrance fee
– 12500 Euros
• Minimum Investment
– 80,000-100,000 Euros
– Duration : 5years

10. Target Customers
• Mostly women
• Aged 30-40years of age
• Parisian lifestyle
• Following a healthy and
cleansing diet
• Dynamic and active daily
schedule
Sometimes,
tourists too !

11. Main Competitor: Mariage Freres
Mariage Freres
• Luxury tea that can also be
used in perfumes and cuisines
•A large variety of teas
• Tea created for special
occasions (like Kusmi Tea)
• Packaging is conventional:
Black & Yellow, dark and
simple (Unlike Kusmi Tea)
• Most expensive tea brand
available in the market

12. Store : At Galleries lafayette, Paris
• Placed in a departmental store
• At the fourth floor, next to the lingerie section with no other tea brands or café close to it

13. •Product selection is quite similar to the other stores in Paris
•Customer service was also the same, with tea tastings and English-speaking sales lady
(Considering it is a tourist destination!)

14. Store : Third Avenue, New York
The Neighbourhood
The
Window
Inside
the
store

15. Store : Third Avenue, New York
• The only monobrand store in
New York
• Placed on a luxurious street
• Appeals to New Yorkers who
want to have a “Parisian
Experience”
• Décor inside is the same as the
ones in Paris
• Le Palais des Thés around the
next corner and Mariage
Frères just a few streets away

16. Collaborations
•Jean Paul Gaultier dresses up
two of kusmi tea‘s oldest and
most emblematic blends,
‘anastasia’ and ‘prince
vladamir’
•Signature nautical stripes and
red accent in packaging and the
iconic tattoo designs
Tea pot
“Kusmi likes to do things their own way and break
the codes. Like me, never bothering with
conventions and accepted wisdoms,” says gaultier.
Tea flavours
Filter
Mug

17. Ba & sh joins this year Kusmi
Tea, also a partner of the
association "Breast Cancer,
Let's Talk!"
Saturday afternoon from 14h to
18h of October rose the tea
taste "sweet love"
portion of the profits will be
donated to the association
300 women who have/had
fought against the cancer
making a mark as a sign of
hope, strength and solidarity
Contest on Facebook with
association with FIAC
Kusmi Tea Vending
Machines
Events and
Projects

18. Feedback & Recommendations
• Sample tastings
• Good marketing techniques
• The décor seems more like a ‘pop art gallery’ than
a russian tea shop
• Customers aren’t aware of the brand originally
being from Russia
• The vending machines could be made interactive
for new customers
• No place to sit in the store, except the Paris
flagship store
• Window display could be enhanced by a theme of
a “Tea Shop” which would attract customers