The US specialty coffee roaster and café chain is set to enter China with a flagship store in Guangzhou in the third quarter of 2024 before expanding across tier 1 cities as part of a master franchise agreement.
California-based Reborn Coffee has announced plans to open more than 70 outlets across China as part of its master franchise agreement with interior design consulting firm IAID Co., Ltd.
The first store of the agreement will open in the Li Weiguang Art Museum in Shamian, Guangzhou, in the third quarter of 2024 and will feature a design centre, barista training facilities and roastery.
In a press release, Reborn Coffee said it will ‘leverage Guangzhou’s dynamic environment as a driver for expansion across China’, with planned outlet growth focused on the tier 1 cities of Chengdu, Hangzhou and Wuhan. The specialty coffee and café chain will also seek opportunities to open stores in emerging tier 2 and 3 cities, encouraged by their ‘growing middle-class populations and increasing consumer spending power’.
“Reborn Coffee is aggressively expanding in China. Building on the success of our flagship store, we plan to open over 70 locations across Guangdong Province. Our aim is to not only expand our presence, but also become an integral part of the local community, enriching the coffee culture and boosting our global presence,” said Jay Kim, CEO, Reborn Coffee.
Reborn Coffee has taken several steps to create a global network of stores within the last 18 months but has only added one international store – a single site in Kuala Lumpur, Malaysia – to its 13 US stores to-date.
The Californian business, which has longstanding agreements in place to launch in the UAE and South Korea, is also establishing master franchise agreements in Singapore, Thailand, Vietnam and Indonesia – countries it said have ‘vibrant coffee cultures and rapid market growth’.
Source: World Coffee Portal
