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T2 opens flagship on Tmall

T2 has become the latest Australian brand to open a storefront on Alibaba’s Tmall Global platform, as Chinese appetite for international brands matures.

The announcement was made during a ceremony at the retailer’s flagship store, T2 Emporium, where guests enjoyed a tea tasting and demonstrations of the hero products to be featured on the Tmall Global store.

T2 Tea Global CEO Nicole Sparshott and Alibaba’s managing director of Australia, Maggie Zhou, were in attendance.

Until now, many of the Aussie retailers on the cross-border e-commerce platform were in the vitamins and supplements and skincare space, with Chemist Warehouse, Swisse and Blackmores some of the earliest brands to sign onto the platform.

But according to Zhou, Chinese consumers’ taste for all things Australian is expanding into new categories.

“The opening of T2 Tea’s Tmall Global store reflects the growing diversity in demand for premium Australian products,” Zhou said.

“We’re excited to be working with such an iconic Australian brand to help them expand on the success they’ve already seen in Australia.”

Since launching in Melbourne more than 20 years ago, T2 has grown to more than 100 stores across five markets, with a recent move into Asia resulting in four stores in Singapore.

It is now building out its offer in Asia with an e-commerce presence in China, a country renowned for its tea culture.

“It’s T2’s curiosity for taking the ancient tradition of tea culture in China and giving it a modern twist that we think is both intriguing and exciting for the Chinese consumer,” said Sparshott, T2’s global CEO.

T2 will offer a curated range of products on Tmall, including homegrown tea blends such as its Bondi tea, featuring lemon myrtle and native berries.

“For a company that came from humble beginnings in Melbourne, launching on Tmall Global marks a key milestone in our mission to build a generation of tea lovers on every continent.”

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