Tchibo, the European coffee roaster and retail chain, is set to roll out in the UK with a multi-million pound marketing spend.
The German-owned chain will open two stores in Slough and Romford on November 1 and says it has “ambitious plans” for the rest of the UK.
Tchibo says it will introduce a unique “coffee shopping” concept, allowing customers to browse exclusive retail lines while drinking coffee.
UK general manager Rainer Thews is overseeing marketing. German advertising agency Scholz & Friends, part of Cordiant Communications, will handle Tchibo’s creative work, while OMD UK will handle media.
Tchibo has 39,000 outlets across Europe and Asia, selling fresh coffee and snacks. The chain constantly rotates its retail product lines around themed weeks, stocking jewellery, clothing, household, gardening and sports goods.
Last month Tchibo offered low-price mobile phones in its German stores. The chain is understood to be in discussion with partners to launch retail goods in the UK.
Tchibo will be entering the high street coffee sector dominated by players such as Starbucks, Costa Coffee and Café Nero.