Germany: Teekanne expands into China with Efuton partnership
Teekanne, the Dusseldorf-based herbal tea firm, has announced its expansion into the Chinese market through a tie-up with leading tea e-retailer Efuton.
The deal will lead to the launch and marketing of a special Teekanne tea range in China, the company said, with the aim of capitalizing on the strong growth in e-commerce and growing demand for Western brands in the country.
Describing the partnership as a logical step in building Teekanne's international distribution, the firm's CEO Reinhold Schlensok said: "Both [Teekanne and Efuton] are known for their competence in the branding and distribution of teas in their respective markets, and through this partnership will be able to expand their business in diverse tea segments. In this regard, both firms are united by a similar philosophy, namely a transparent supply chain from field to cup. There is a shared belief in quality standards. We are delighted by this partnership and anticipate being able to unlock the enormous potential of the Chinese market".
Teekanne's special China range will include varieties named Tropical Fruits, Raspberry & Strawberry, Orange Garden, Mint & Lemon, Apple Strudel, Apple & Peach and Winter Night.