TWG Tea unveils its new Oxford Street Boutique
Credit: TWG Tea
TWG Tea, the world’s finest luxury tea brand, unveils its 1,400 sq. ft. Boutique & Takeaway Tea destination on Oxford Street – a cultural thoroughfare where London’s storied past meets its ever-evolving creative pulse.
To mark the debut, TWG Tea introduces a digital platform that mirrors the boutique experience through a contemporary online universe, bringing the brand’s craft, curation and storytelling to audiences across the UK.
Steps from Selfridges and Bond Street, neighbouring Mayfair’s avenues, the boutique invites guests into a considered world of tea — from British-inspired blends such as London Breakfast Tea, Bond Street Tea and Leicester Square Tea, to house icons like Silver Moon Tea and 1837 Black Tea, refined accessories, thoughtful gifting, and a quietly elevated takeaway tea concept tailored to the rhythm of London life.
The new e-commerce platform extends this narrative, offering editorial-led discovery, virtual tea journeys and shoppable storytelling that redefine how modern consumers explore luxury tea. Together, the Tea Boutique and its digital counterpart shape a new frontier where place, palate, and experience converge.
Building on TWG Tea’s acclaimed London debut at Leicester Square in 2018, the new Oxford Street Boutique marks a bold milestone in the brand’s global expansion. Blending heritage architecture with contemporary design language, the boutique redefines luxury tea retail and takeaway culture, introducing elevated touchpoints of everyday indulgence.
A testament to the brand’s modern artistry and timeless savoir-faire, the space harmonises architectural refinement with immersive storytelling. Signature hues, sculptural lighting, and gilded teapots evoke a quiet elegance, offering a sensory journey into the art of tea.
With over 108 single-estate harvests and exclusive blends – the largest tea list of its kind in the United Kingdom – TWG Tea’s elevated takeaway tea concept redefines everyday luxury. Thoughtfully designed cups, inspired by the brand’s gilded teapots, are nestled in chic, sustainable carriers for an indulgent experience on the move. Each tea is carefully prepared to exacting standards using filtered water and precise infusion methods, served hot or over ice (£5.49, 450ml), and accompanied by a white sugar stick and a reusable TWG Tea glass straw.
