T2 Tea has announced that it will be shutting down its remaining three stores in Singapore, bringing an end to a nine-year presence in the market. The closures, which will occur between March 20 and 25, involve outlets located in VivoCity, 313@Somerset, and Suntec City. The company has been offering substantial discounts of up to 70% off as part of its closing sales, details of which have been widely shared across various social media platforms.
Established in 1996, T2 Tea, originally based out of Melbourne, was purchased by Unilever in 2013 for a reported sum of approximately $60 million. In 2022, the company underwent another shift in ownership when Unilever sold its tea division to the private equity firm, CVC Capital Partners. The division was subsequently renamed as Lipton Teas and Infusions.
T2 faced significant changes in 2023, shortly after the deal with CVC Capital Partners. The company decided to close its operations in the UK and the US to concentrate its efforts on markets in Australia, New Zealand, and Singapore. The move was a response to the “unprecedented changes” that had been experienced in the previous years.
T2 Tea had a substantial footprint in Asia, with retail partnerships in the Philippines and a flagship e-commerce platform in Mainland China. Leaf Beverages, its official retailer in the Philippines, operates from kiosks and shopping centers. Meanwhile, the company primarily used the Tmall Global Flagship platform to distribute its products in China.
Multiple local news reports have covered the story of the brand’s departure from the region. A spokesperson for the business informed a popular news outlet that the stores will be closing “indefinitely”. However, the spokesperson also noted that the brand would be open to assessing potential opportunities to make a comeback in the Singaporean market in the future. T2 Tea has been contacted for additional comments regarding the closure.
Why is T2 Tea closing its outlets in Singapore?
The decision to close the outlets comes as part of a strategic shift for the company, although specific reasons behind their exit from the Singaporean market have not been disclosed.
What were the major changes that T2 Tea experienced?
In 2023, T2 Tea decided to close its operations in the UK and the US to concentrate on markets in Australia, New Zealand, and Singapore. This move was in response to “unprecedented changes” the company had been facing.
Could T2 Tea re-enter the Singaporean market in the future?
While the stores are closing “indefinitely”, a spokesperson for the business has noted that the company would be open to evaluating potential opportunities to return to Singapore in the future.
