The Coffee Bean & Tea Leaf brand breaks into Japan

The Coffee Bean & Tea Leaf will be making its entry into the Japanese market by the end of this year.The brand has signed an exclusive area development agreement with developer, L.A. Style, to introduce its beverages in the market. L.A. Style is a joint-venture partnership between HOTLAND, an actively growing operator in the Japanese fast-casual restaurant segment and AEON MALL, a Japanese shopping mall developer.Launching its first store by year’s end, L.A. Style Inc. intends to grow the brand’s presence nationally with an expected 200 stores across Japan. With the expansion into Japan, The Coffee Bean & Tea Leaf company hopes to solidify its presence in Asia further.This deal marks the company’s presence in 25 countries as it fast approaches 1,000 company-owned and franchise stores worldwide.“We’re eager to bring our brand with its signature beverages and unique store experience to Japan and confident L.A. Style with its vast experience and resources will guarantee continued growth in Japan for years to come. This is an important milestone demonstrating our commitment to continued growth in Asia,” president and CEO John Dawson said.“We look forward to growing this iconic American brand into one that is loved by customers throughout our country, and will work tirelessly to contribute to The Coffee Bean & Tea Leaf brand equity and continued growth,” president of L.A. Style, Morio Sase added.The expansion into Japan is the latest major announcement in the brand’s growth and expansion initiatives enacted since the appointment of John Dawson in January 2014.Meanwhile the brand is also investing in its home market of Southern California, opening new stores and bolstering executive ranks with seasoned talent. The brand is currently in the midst of a s ‘Keep Cool and Summer On’ advertising campaign in the US which it claims to be the largest campaign to date for the company.