A TWG Tea store at Terminal 4 of Changi Airport in Singapore.
Photographer: Nicky Loh/BloombergBusiness
How to Make a Luxury Brand
In recent years, TWG Tea and Bacha Coffee have expanded to more than 20 countries and territories with the backing of deep-pocketed business partners.
It’s another sweltering Saturday evening in Singapore, and the air conditioning at the ION Orchard shopping mall is doing its job. Inside, well-heeled tourists and locals line up behind a velvet rope, eagerly awaiting their entry into a room bursting with hues of orange, blue and gold.
But this isn’t a trendy nightclub, or even a chance to check out the newest iPhone. Once admitted, these guests will be drinking — coffee.