New York tea brand Harney & Sons opens first retail outlet in Japan

High-end New York fine tea artisan Harney & Sons opened its first retail outlet in Japan at Takashimaya Nagoya on April 29. The brand, which has been imported into Japan by Wonderlily Co Ltd since 2010, is available at Dean & DeLuca locations and high-end lifestyle stores such as Bals, Cibone and Conran, as well as seasonal pop-up stores in department stores, Roppongi Hills and Spiral Hall, and a tea station at Google’s head office.

Wonderlily CEO Yuri Yasuda said she had been looking for a retail presence for some time. “I’ve been doing this business for 4-5 years and always wanted a store. I looked in Tokyo at Omotesando and Aoyama for a flagship store location but couldn’t find somewhere that feels right. So I decided to start with a department store, where there is always traffic. It’s located on B2 next to popular bakeries.”

The Harney & Sons outlet was designed by Yuko Nagayama, who recently received the 2014 Young Architect Award from the Japan Institute of Architects, in recognition for the excellence of architectural design.

A passionate and dynamic lady, fluent in Japanese, English and French, Yasuda says she wants to spread tea to the younger generation. “Right now, there is this whole wave of coffee coming in and I think this will be followed by a new wave of tea,” she says. “It’s important to have a stand-alone retail presence to express the Harney & Sons culture and heritage and interact with Japanese customers. Fusion tea from New York is still new for many Japanese people.”

The popularity of the Harney & Sons brand is catching on. Yasuda said sales this year so in far pop-up stores have done well, with online sales doubling after promotional events. “In May, we’ll have Mother’s Day teas and then in June, three bridal teas -- wedding, royal wedding and diamond jubilee.”

In addition to the tea business, Yasuda is launching four new brands this year – kopi luwak coffee (sold at Harrods), a luxury cognac brand by the Godet family, an award-winning olive oil brand by the Ungaro family, as well as a luxury water brand.

"I'm also working on my export-focused original brand and hope to launch within the year," Yasuda added. "It's always been something that I longed to do, to introduce and spread quality 'made in Japan' products, selected and customized to what I believe will charm the high-end global market. I feel now is the right timing, for my company's growth and nation's economy to start looking outwards."

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