The Spice & Tea Exchange announces seven new development deals

The Spice & Tea Exchange, the specialty retail franchise known for its handcrafted spice blends, loose-leaf teas and immersive culinary experience, announced the signing of seven new development deals across Oklahoma and Virginia, including two separate three-unit agreements in Virginia. The agreements mark continued strategic expansion in states where the brand has already established a strong customer following.

The newly signed agreements include:

• One development deal in Guthrie, OK
• Two, three-unit development deals in VA:
  • Fredericksburg, Charlottesville and Roanoke
  • Lexington, plus two additional territories to be announced

These deals build upon the brand’s existing footprint in Sulphur, Oklahoma and Richmond and Williamsburg, Virginia markets that have demonstrated strong consumer demand for The Spice & Tea Exchange’s experiential retail model.

The signing of two separate three-unit agreements in Virginia emphasises growing franchisee confidence in the brand and the state’s viability as a high-performing market.

“Multi-unit development is a powerful indicator of brand strength. When franchise owners commit to developing multiple territories, it reflects confidence in our model, the performance of existing locations and the long-term opportunity within the market,” said Amy Freeman, founder & CEO of The Spice & Tea Exchange. “Virginia has already embraced our concept, and we see tremendous runway for continued growth.”

With current locations in Richmond and Williamsburg serving as established anchors in the state, the new agreements will expand the brand’s reach into historic downtown districts, university communities and tourism-driven markets; all areas that align well with the brand’s discovery-driven retail experience.

The Spice & Tea Exchange continues to prioritise strategic growth within states where the brand has already built awareness and operational success. This approach allows the company to leverage existing brand recognition, regional customer loyalty and operational infrastructure to support new franchisees.

In Oklahoma, the new Guthrie development agreement strengthens the brand’s presence following the success of its Sulphur location, signalling continued opportunity across the state.

Each new store will feature the brand’s signature interactive format, offering more than 85 handcrafted spice blends, over 140 loose-leaf teas, gourmet salts, sugars and curated culinary gifts. Designed to engage the senses, the concept encourages guests to explore global flavours, elevate home cooking and create meaningful connections through shared meals and rituals.

As consumer interest in cooking at home, global cuisine, wellness teas and experiential shopping continues to rise, The Spice & Tea Exchange is attracting entrepreneurs seeking a differentiated retail concept with strong community appeal and scalable growth potential.

“Our growth is intentional and franchisee-focused,” added Tatum Crews, vice president of sales. “We are partnering with entrepreneurs who believe in bringing people together through flavour, and we’re expanding in markets where we know the model resonates.”

Development timelines and projected opening dates for the new locations will be announced in the coming months of 2026.