Haute Couture Tea Mariage Frères

Mariage Frères is a premium tea supplier founded by – the ascendents of a family specialized in the commerce of spices, fragrant herbs, and delicacies – Henri and Edouard Mariage in Paris in 1854[1] which at first were meant for the Court of Versailles. It is one of the oldest and sophisticated brands of France. The positioning of the luxurious tea company englobes high wealth individuals looking for authenticity. Today, the firm relies on a global network of distributors. Both national and international customers can easily access the products. How?

In addition to their seven tea salons in Paris[2], five in Japan, and one in England they also provide merchandise to department stores such as Galeries Lafayette, Lafayette Gourmet, Printemps Haussmann, Le Bon Marché, Selfridges, Alsterhaus Hamburg etc. – tea emporiums in Paris airports, and many other associates selling their products all over France and the world. Their items can also be purchased online, and they supply notable hotels as wholesalers. Mariage Frères’ tea selection features over 650 blends from 36 tea producing nations, including all tea families.

The brand was acquired by Kitti Cha Sangmanee in 1983 and opened the first tea boutique near the “Centre Georges Pompidou” in Paris. The tea shop relocated the next year in the Marais area and since welcoming clients in the same spot.

The department stores, emporiums, and all the counters follow the same dress code and the original house’s aesthetic rules, such as the use of warm-toned hardwood, rattan seats, scales with trays for weighing tea, and flowers to decorate. The sales personnel, wear beige linen uniforms, while the waiters wear white cotton. According to the French newspaper “Le Figaro” this style is described as exquisite, brilliant, and colonial.

Mariage Frères is constantly brimming with the most enticing teas and chocolates, the brand offer tea exploration and tasting opportunities.

The French market accounts for 55% of their total revenue. Japan, the United States, England, Switzerland, Italy, and Germany are the top export destinations says on an interview with Forbes magazine Franck Desains, Deputy CEO[3]. He underlines that the term “franchise” doesn’t fit their DNA. Desains mentions that the historical business of trade and wholesaling continues to flourish through a network of chosen resellers and direct sales to individuals, since the 80’s with the public opening of various counters in Paris, the provinces, and overseas.

The Deputy CEO: “We have created eleven Tea houses/Tea rooms in Paris, London, and Japan. Thirty-one complementary tea counters are administrated directly in Department Stores in France, Japan, England, and Germany. In Parisian airports, two tea counters have been erected. On four continents, there are 1,500 resellers. We deal with a restricted group of businesses, including specialized stores, major hotels, large restaurants, delicatessens, and concept stores. The increase of online sales has been phenomenal. They account for more than a quarter of our total revenue. On our e-commerce site, the average basket is 100 euros, compared to 30 euros in shops.”. Last but not least, the brand is frequently making special teas for high-end customers like as Louis Vuitton and Van Cleef & Arpels.

Mariage Frères, the iconic French tea brand has expanded its know-how since its creation[1]. With hard work and intelligent strategical moves accompanied by constant discoveries the company can shine every year with teas with distinctive tastes, from the classics to creative mixes.

Yagmur OKCU.

[1] https://www.janedeboy.com/createurs/mariage-freres-m84.aspx [2] https://fr.wikipedia.org/wiki/Mariage_Fr%C3%A8res [3] https://www.mariagefreres.com/UK/addresses.html [4] https://www.forbes.fr/luxe/mariage-freres-a-la-recherche-des-grands-crus-issus-des-meilleurs-jardins-de-the-du-monde/?amp