DAVIDsTEA to Open First of Planned Continent-Wide Chain of Shops

    Principal Backer of Company is Herschel Segal, Founder of Le Château

    MONTREAL, Aug. 20 /CNW Telbec/ - The first DAVIDsTEA store will open in
mid-September in Toronto, at 336 Queen Street West. A second store, along with
tea kiosks, will open soon after in Montreal.
    DAVIDsTEA will serve a wide variety of top-quality loose leaf teas and
exotic blends from around the world. With a focus on personal attention and
presentation of teas, the stores will provide a unique environment for the
discovery of tea. They will carry a selection of accessories as well as gift
collections for all occasions. In addition, the company is concluding
negotiations to open "tea kiosks" in existing retail locations and
restaurants, which will feature customized assortments.
    "We believe there's a revolution brewing in the beverage market, and we
have positioned DAVIDsTEA to be at the forefront," said founder David Segal.
"Tea is second only to water in global popularity. It is robust and seductive.
It is delicious. It revives, and it's also good for you! North Americans have
begun discovering the amazing properties of tea, and they're embracing it.
We're excited to be among the first to bring premium tea directly to the
consumer in our specialized retail stores."
    The goal of DAVIDsTEA is to demystify loose leaf tea for its customers,
while presenting the beverage in new creative formats such as tea cappuccinos,
tea lattes and tea martinis.
    "We want everyone from the first-time tea drinker to the tea connoisseur
to explore tea in new ways and get involved," said Mr. Segal. "You don't need
to be an aficionado to enjoy tea and the many health benefits it can provide.
Tea is like wine in the sense that there are a multitude of flavours and
grades. We in North America have until now been drinking the equivalent of box
wine. DAVIDsTEA will fill the void with dedicated retail stores on the main
streets of the continent."
    Backed by the founder and majority shareholder of retail clothing chain
Le Château, DAVIDsTEA offers its customers a new form of retail encounter.
Said Herschel Segal, "We will give people the opportunity to learn the
pleasures of one of the world's most popular and varied drinks. After much
study, we have concluded that specialty tea is ready to sweep North America."

    About DAVIDsTEA

    Under a single North American brand, DAVIDsTEA will offer approximately a
hundred types of teas from the best of the world's tea estates. The choice
will encompass a selection of certified organic, fair trade and kosher teas,
and a distinguished reserve collection with some of the rarest teas in the
world. Loose leaf tea, as well as some pre-packaged tea bags, will be sold by
the gram. DAVIDsTEA has created a novel consumer experience. Its specialized
one-on-one service will help customers discover the variety, richness and
unique splendors of tea.

For further information:

For further information: David Segal, Kim Wiseman or Stephanie Howarth,
(514) 739-0006, info@DAVIDsTEA.com, www.davidstea.com

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