E-Land to launch Coffee Bean China
South Korean retailer E-Land has sealed a deal to launch Coffee Bean China by the end of 2015.
The California-headquartered cafe chain, also known by its full name Coffee Bean & Tea Leaf, says China will be its 28th international market. The China joint venture plans 700 cafes across the country.
It has already achieved considerable success in Asia, especially in Malaysia, Vietnam, Singapore and Thailand.
E-Land operates a vast network of 7000 fashion stores in China and about 20 restaurant brands.
“Together with E-Land’s vast retail experience and success to ensure our continued growth in China, we’re proud to put our Southern California style of hand roasted coffee and whole leaf teas on the map in yet another country,” said Jeff Schroeder, senior VP of operations at The Coffee Bean & Tea Leaf, in a statement.
Coffee Bean has more than 1000 cafes in 28 countries and earlier this year opened its first stores in Japan.
While 700 cafes might seem like a large number in China, it would be dwarfed by rival Starbucks which already boasts 1700 cafes.