In 2017, Amazon purchased Whole Food, the most high-end supermarket in the United States, for a high price of $13.4 billion. It is well known that Whole Food is not selling “rich or expensive” high-end goods, but what is the sacred position of the Republic of Tea, which occupies the C position in the tea category? How did it get into it?
Everything starts with another brand, Banana Republic, which is a prequel to the legendary story of the Republic of Tea.
Republic of Tea prequel – Banana Republic
The term “Banana Republic” bears many meanings in the past 100 years of American history. The most important is Guatemala, a country that relies solely on the export of bananas as its main economic source. Later, it generally referred to a single economic colony that relied on the export of primary crops and natural resources. Such countries are economically and politically unstable and have serious social inequalities.
After the 1970s, with the rise of San Francisco’s hippie culture, such names with strong political connotations were slowly given a more romantic meaning. Banana Republic began to refer to tropical and exotic customs.
It was under this influence that in 1978, Mel, who had worked as a journalist for the San Francisco Chronicle, and Patricia Ziegler, an illustrator, took out only $1500 from the bank and opened a particularly novel clothing store in Mill Valley, California: Banana Republic.
With a theme of jungle exploration, the store features on-site tropical leaves, a Quonset cabin for storing shoes, and a real stream flowing down the center of the sales floor. Giraffes and elephants in full-scale models stood in old leather suitcases and wooden crates, which were filled with khaki colored “Safari” clothing – Ghurka shorts, a leather helmet, and a Shamois shirt with deep cargo pockets.
To accomplish this effect, Ziegler balanced a World War II Army jeep onto a boulder in the front window. Above the sales floor, he hangs a salvaged jungle plane from the ceiling, painted with a blue Zimbabwe sky.
Ziegler recalled, “We had to close the entire street just to bring in jungle airplanes. But that was part of its fun. We were a bit anarchist. If we could find a rule breaking, then we chose to break it.”
Unlike traditional camouflage uniforms, they have introduced woolen overcoats, canvas trench coats, and other clothing suitable for outdoor jungle travel styles. Through the decoration of the store, they convey a clear message: Buy our clothes, and travel to the jungle.
In the subsequent expansion process, they often buy a landmark historical building. Each branch store is like a theme park for jungle tourism. Behind every ornament there is a theme story. At the same time, their clothing is made of high-grade materials.
This seemingly absurd idea has achieved explosive success. Consumers eager for freedom and adventure travel flocked, and soon their stores were opened throughout Europe and the United States. Everyone’s inner desire for the distant jungle makes them love this brand. Soon they began publishing their catalogue.
Banana Republic Directory
The Banana Republic directory is different from any directory you have ever seen. First of all, its clothes have no photos, and no models pose attractive; Instead, it features beautiful illustrations of clothing, printed in soft two tones, and exotic locations for engaging news stories, adventure, and romantic travel.
In 1983, Banana Republic had five stores in California, a few in other locations. They have a thriving catalog business and two stores in the Bay Area, earning $10 million annually from sales of Gulka shorts, Madras shirts, Israeli paratroopers, photographer vests, and various khaki pants. As a result, a large clothing brand, Gap, acquired Banana Republic, which will fund expansion while leaving creative control to the founder and his wife.
Since then, Banana Republic has opened the door to the golden age.
Shopping centers and stores around the country are decorated with jeeps and jungle leaves. By 1984, Banana Republic produced 54 page directories eight times a year.
“Many people forget that in the mid-1980s, there was a boom in wildlife parks,” recalls Mike Madrid, the production manager of Banana Republic in those years. Americans flocked to love movies such as “Out of Africa” and “Romancing the Stone”, especially Indiana Jones movies, fascinated by khaki twills and distant, steaming destinations. For those who cannot afford air tickets to Sri Lanka, Banana Republic’s shopping malls offer a variety of alternatives.
Madrid said, “There is the idea of ‘shopping and entertainment’ today, but Banana Republic did so before the term came into existence.”
But in October 1987, Gap’s stock market fell by 22%. Then on Black Monday, 1987, the stock market plummeted, and Gap shares fell for the second time in two months. Gay executives began to panic. In a panic, Fisher introduced Mickey Drexler, who ultimately turned the situation around, but did not speak highly of the Piss helmet. When Drexler decided to change the direction of Banana Republic to more mainstream, Zieglers left.
In 1988, Gap Company adjusted its strategy and the couple retired from Gap.
Gap said it would scale back the expansion of its stylish Banana Republic travel and wildlife park clothing company. Although comparable store sales at Gap and Gapkids continue to rise, sales at Banana Republic have declined.
Analysts say that the capitalized Banana Republic is experiencing increased competition and the aging of Indiana Jones. These analysts said that although the slowdown in expansion does not indicate that the chain store is about to end, the constantly changing market will force Banana Republic to change its product line and may also need to close some stores.
Apparel industry analysts say khaki casual pants and simple cotton dresses are an eternal commodity in Banana Republic products and will remain a viable business for a long time to come. Banana Republic has occupied cities of choice for retail outlets throughout the country, which has fulfilled Mr. Zieglers’ ambition to become the market for Brooks Brothers.
But Harry Bernard, a partner at Colton Bernard Inc., a clothing industry consultant in San Francisco, said that the growing demand for changing clothes meant that the boom was over unless Banana Republic was able to shift styles upwards. Gap stores demanded a high-end, urban appearance and a smoother, smoother appearance until the original anti fashion concept was replaced by fashion. Today, Banana Republic calls itself “the true stylist of modern American style,” providing “the fresh twist of classic clothing.”. But don’t look for jeeps or giraffes in stores now; “Thirty years ago, they were thrown into the trash can. Madrid believes that today’s shoppers will not question why the name Banana Republic has nothing to do with the products sold in the store. This is’ puzzling ‘.”. “Most people are shopping there now,” he said, “without knowing their early incarnations.
After retiring from GAP, the founder was not idle, and his operation was as fierce as a tiger. He turned the Republic of Tea into the most popular tea on the shelves of Whole Food, the most high-end supermarket in the United States.
Republic of Tea
Republic of Tea is a private American tea company headquartered in Lakespur, California, producing and selling over 300 types of tea throughout North America. Republic of Tea is named for its tall cylindrical cans that wrap its loose tea and tea bags. It was one of the first companies to provide varieties of black tea, white tea, and tea seed oil to American consumers. In the American tea market, the sales volume of “Republic of Tea” tea products ranks first: the sales rate in major supermarkets is 18%, the sales rate in the hotel industry is 16%, and the sales rate in other markets is 14.6%.
The beginning of Republic of Tea was just a meeting between Mel Ziegler and budding entrepreneur Bill Rosenzweig during a casual airport trip in 1990. At that time, they happened to share a taxi. During the conversation, they all believed that in the United States and most Western countries, tea, as the oldest beverage of mankind, is an ancient friend of the human body and soul. But in the United States and most Western countries, it is not more respected than canned coffee with sugar and artificial flavoring.
After 20 months of fax communication, Rosenzweig and Ziegler developed a new idea for their new company, which is the first in the high-end tea category.
In the book The Republic of Tea, their graffiti, dreams, and clever jokes are included, as Rosenzweig calls himself the “Minister of Progress” – who, with the help of a veteran entrepreneur at the other end of the fax, has transformed from a dreamer into a businessman, the “Minister of Tea” and the “Minister of Magic.”. In a fax sent by ministers in early April 1990, there was a sentence saying, “If we boil a sentence from the Republic into tea, what would it be?”?
The Minister of Tea replied, “We use the metaphor of tea to express the lightness of life, sipping it mouthful by mouthful, rather than swallowing it mouthful by mouthful.”. What do you think is the business behind this philosophy? He advanced and explained that the business of Republic of Tea is to sell (which means we must find) the best tea in the world.
Therefore, the discussion and search between the two continued until December 1991, when they finally found a balance between the poet and the realist, while the Republic of Tea continued to lead a wonderful and warm life.
They considered green tea, loose tea, children’s tea, bottled iced tea, and all the teapots and cups. Because in their eyes, tea is not only a beverage, but also a lifestyle. “Through the experience of good tea and sipping sippy sips, it enriches people’s lives – a healthy, harmonious, and happy life.”.
So they started wholesale, mail order, and selling tea at the top 150 retail stores in the United States. As the main merchants of green tea in the West, they call on the public to throw away their tea bags and buy bulk tea instead, introducing them to black tea and herbal tea that they have never considered, and helping people discover their own path to longevity.
In short, they have pioneered a new way of life in the United States.
Their secret and subversive agenda is to make Americans aware of the “thought of tea”, in which people can experience perfection, harmony, and natural tranquility in every moment and in every natural thing. In its first year, Republic of Tea released 21 high-quality teas that had never been offered to American consumers. The introduction of these exotic and highly innovative teas has triggered a tea drinking revolution in the United States.
At the same time, the founder published a book entitled “Republic of Tea: A Letter to Young Entrepreneurs”. Inspired by this book, fellow entrepreneur Ron Rubin acquired the company in 1994. Under Ron Rubin, the company has developed into a nationally recognized leader in specialty tea, with annual sales exceeding $20 million. Step by step, Ron turned their rough idea into a business gem, inspiring markets around the world to create a new category – specialty tea. Tea is no longer just a shelf, but a part of life, a lifestyle of Sipby Sip Rational Than Gulp by Gulp.
Moreover, the Republic of Tea also has five “cultural cornerstones”
1. Independent Republic Status
Republic of Tea refers to its customers as “citizens”, employees as “ministers”, retail stores as “embassies”, and sales representatives as “ambassadors.”.
2. Guiding philosophy
The tea country embraces the ancient Chinese Tashun philosophy, or overall harmony. In addition, all offices and facilities at Republic of Tea are designed by feng shui experts, combining soothing colors and architectural details, inspired by nature.
Republic of Tea is the first tea company certified by the United States Department of Agriculture, and the first tea company to bring 100% white tea, Ruibos tea, and Yeba tea to the United States market.
Republic of Tea has revolutionized the tea industry with 100% recyclable round cans and unbleached round tea bags, without unnecessary labels and staples. All teas and herbs from the Republic of Tea are traded fairly. Whenever possible, these teas are purchased from the purest organic gardens on Earth.
5. Social responsibility
The Republic of Tea focuses on how its actions affect the larger community and actively supports valuable organizations such as The Ethical Tea Partnership, Whole Planet Foundation, Community Link in Illinois, Big Brothers Big Sisters of the North Bay, and Homeward Bound of Marin.
The Charity of Republic of Tea
Although it may seem like a teenager’s second sense, it is precisely because of this corporate culture and mission that today’s Republic of Tea can provide the consumer community with unparalleled choices of the highest quality tea, herbal blends, books, and naturally inspired Western products.
Republic of Tea has a collection of over 300 types of all natural high-quality teas and a variety of products, including but not limited to: organic super decorative tea, super beauty tea, beauty plants, super green tea, Downton Abbey tea, biodynamic tea, organic super fruit tea, active tea, organic super Herb tea, U-Matcha, single sip, tea sets, and a range of unsweetened, premium glass bottled iced tea specially made for high-end restaurants and hotels. “Republic of Tea” gourmet bottled iced tea and a new series of bottled green tea have also been licensed as “Congress Tea” by the US White House and the Canadian government.
In terms of basic products such as bulk tea and bagged tea, Republic of Tea has used innovative and unique packaging methods from the beginning. The tea tube is long and thin, the design and background color are rich in local flavor, and it is easy to open and reseal. This container is very prominent, not only in terms of its attractive appearance and quality, it is far superior to most packaging in the United States market, but also in terms of the quality of the tea itself, which can support the high zero price set by the company.
Between 2014 and 2019, the number of Google searches for “Intestinal Health” increased by 669%, capturing the growing interest in digestive health. Republic of Tea is the only tea brand that combines high-quality fermentation ingredients with a prescribed amount of probiotics. In January 2020, Republic of Tea launched its first dedicated tea series aimed at improving intestinal health and supporting healthy digestion. Organic Super Digest Tea includes four delicious blended teas – Hibiscus Beet Ginger, Honeybush Vanilla Turmeric, Cacao Cinnamon Pu-Erh, and Green Pu-Erh – each blended with fermented ingredients and high-quality herbs and tea to maximize digestive benefits with the addition of probiotics. Each recyclable and reusable airtight steel tank includes 36 circular, gluten free, unbleached tea bags. Uniquely, when tested at 100 ° C for 15 minutes, each tea bag in the Super Digest Tea series contains 1 billion colony forming units (CFUs) of probiotics from Bacillus subtilis.
Republic of Tea is a leading supplier of high-quality tea and herbal medicines, and a winner of the Sophie Gold Award from the Professional Food Association in 2020. Republic of Tea’s Super Adapt Burnout Blocker has won the tea category and Beautifying Botanicals Daily Beauty is also considered the best category of energy drinks.
On August 27, 2020, as a major supplier of high-quality tea and herbal medicine, Republic of Tea won the Sophie Gold Award of the Professional Food Association in 2020. Republic of Tea’s Super Adapt Burnout Blocker has won the tea category and Beautifying Botanicals Daily Beauty is also considered the best category of energy drinks.
Super Adapt Burnout Blocker is a delicious herbal blend that combines organic ginger and cinnamon for medicinal mushrooms, tea, and umbilical cords. Daily Beauty is like a charming violet with sweet notes of blueberries and lavender. This herbal mixture has quickly become a favorite since its launch in 2019.
The taste of the Super Adapt Burnout Blocker is attributed to aromatic cinnamon, sweet dates, and warm ginger. The Super Adapt tea series is characterized by a therapeutic herb that helps manage stress. This herbal mixture contains no caffeine. Each jar contains 36 round, unbleached paper tea bags, retailing for $13.75 per jar and 38 cents per cup.
Beautifying Botanicals Daily Beauty, as a winner in the category of functional drinks, is a collagen to promote the mixing of nutrients, including exotic blue butterfly pea flowers, hibiscus, roses, bamboo and berries. This decaffeinated herbal tea is a beauty ritual for people who love beauty. The retail price is $13.75 per can and 38 cents per cup.
Like Banana Republic, Republic of Tea is also good at creating an atmosphere and telling product stories in the background, such as The Mandalorian series launched on November 23, 2020.
The official website describes that in “Mandaloria,” a mysterious masked bounty hunter accepts a task that looks like any other task, but the task has changed his complex career and life process. Like many Star Wars galaxies, legend is deep and broad, immersed in history, and is an incredible example. But who are Mandalorians? The best way to answer this question is to watch the series and experience it as it unfolds. However, for those Mandalorians representing their first introduction to the Star Wars galaxy, we can explain something in a cup of tea without destroying any surprises, but making this series special. So whether you’re planning to revel in the first season, become a fan of “Mando”, or even jump straight into the second season, here are some things to note – some of the tea we sell is directly inspired by Star Wars collectors.
The Mandalorian Series Products
With such creativity and dedication, Rubin’s regular routine has become the deletion of many emails he receives from private equity companies and investment banks. Most people expressed interest in acquiring his specialty tea company, which had revenue of over $25 million in 2015 and could be worth as much as $125 million. “My answer is no,” he said.
Ultimately, the message conveyed by consumer products and brands is an important or even the only factor in consumer choice. The soul of a good product is the original intention of a designer. Why do you want to make this product. Only when this expression of the soul resonates with consumers can it be accepted.