Boutique coffee brand GREYBOX COFFEE opens its first store in Guangzhou in Taiguhui.

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Recently, the first GREYBOX COFFEE store in Guangzhou opened in Taiguhui, Guangzhou. This new store not only offers boutique coffee, but also specially matches a variety of seasonal meals for food-loving Guangzhou people. In less than two years since the brand was founded at the end of 2016, GREYBOX COFFEE has quickly opened nearly 20 boutique coffee shops, covering 8 major cities such as Shanghai, Beijing and Chengdu. As the first store in Guangzhou and the second store in South China, Swire Swire shop in Guangzhou has made its national exhibition store plan further and meaningful.

The first store in Guangzhou is located in a top shopping mall.

As the benchmark of luxury consumption in Guangzhou, Guangzhou Taiguhui has successively settled in, including Herm è s, Chanel, Gucci, LV and other international first-tier luxury brands. Nearly 40% of the brands have opened stores in Guangzhou for the first time. At the same time, Taiguhui is located in the core position of CBD in Tianhe District, Guangzhou, where the Tianhe Road business circle has an average daily flow of more than one million people, and is known as "the first business circle in South China". For GREYBOX COFFEE, entering Guangzhou for the first time and choosing to settle here has something to do with its original intention of "allowing boutique coffee to be enjoyed in CBD". It is reported that GREYBOX COFFEE stores are mainly located in front-line high-end office buildings and shopping centers, such as Kerry Center in Beijing, iapm Shopping Mall in Shanghai, IFS National Gold Center in Chengdu, etc., different from opening in hutongs or alleys, it is more convenient for city people to drink a cup of good boutique coffee.

Guangzhou Swire Huidian follows the usual minimalist style. from a distance, the whole store looks like an advanced gray-tone "geometric cube" built with lines. The metal material of the bar expresses calmness, and the wooden tables and chairs convey warmth. There is also a natural atmosphere of hydroponic plants to balance the overall atmosphere. Compared with the simple environment, the choice of coffee is very rich. There are always two types of espresso in the store, while the individual coffee is a seasonal collection of boutique coffee beans from the world manor. this season, there are two top rosy summers, the Rose Summer Jade Manor in Panama and the Rose Summer Village in Ethiopia, as well as coffee beans with different flavors such as Kenya, Ethiopia and Colombia for coffee lovers to choose from.

A good cup of boutique coffee can definitely relieve stress and relax, and good food has the same effect. It is understood that this new store not only provides coffee, but also healthy meals carefully developed by the chef, using local ingredients of the season with imported raw materials, such as spaghetti with rich and mellow ham, asparagus and pumpkin sauce, Nordic meatball stewed mushrooms with water wave eggs in secret sauce, low-calorie light food avocado puree, hot spring eggs, love toast, etc., so that food-loving Guangzhou is full of more choices.

The Future Development of Fine Coffee Brand

From the start-up of the brand in 2016 to raising 100 million US dollars in 2017, GREYBOX COFFEE has successfully set up 19 stores in CBD first-tier high-end shopping malls in eight cities across the country in 2018, and won the honor of "boutique coffee of the year" by many media, such as "Time Out Shanghai" and "thebeijinger". The double recognition of word-of-mouth and market not only proves the success of its business strategy and strategic vision, but also constantly confirms its strong strength and geek spirit, which has something to do with business ambition: to become the leader of the third wave of China's coffee market. bring stable quality boutique coffee to more people.

Not all coffee is "boutique coffee". GREYBOX COFFEE has adopted a higher standard from the beginning of the selection of coffee beans, striving to create the ultimate flavor of a drop of coffee. GREYBOX COFFEE selects coffee beans with a SCA score of more than 80, emphasizing the origin of the raw materials and the standards of production. SCA certified roasters roast each coffee bean in person, showing a different flavor of each coffee bean; every week, fresh milk is airlifted from Australia, with coffee equipment known as "Rolls-Royce in the coffee machine" to make each cup of coffee. Also on the coffee team is Dale Harris, champion of the 2017 World Barista Competition, which is responsible for training baristas and upgrading coffee formulations, and strictly checks every cup of coffee produced.

With this in mind, GREYBOX COFFEE's business layout plan is particularly ambitious: it will cover 50 stores in nine cities across the country in 2019, and will open up overseas cities to build international boutique coffee brands in the future. Following the opening of the first ROASTERS bakery in Shanghai, more specialty stores will be launched to create a unique experience space for coffee lovers and foodie glutton. But no matter what form it is, its original intention remains the same-to bring boutique coffee into daily life.

About GREYBOX COFFEE

Founded in 2016, GREYBOX COFFEE opened the ride roseonly with its love of coffee and the geek spirit of discontent. The gray box finds the boundless world of boutique coffee.

The boutique coffee defined by GREYBOX COFFEE insists on fresh roasting of coffee beans with a score of more than 80 points by the Fine Coffee Association (SCA), and selects fresh milk flown from Australia every week with professional coffee equipment. Dale Harris, the 2017 World Barista Competition, serves as the boutique coffee consultant, closely follows the world coffee trend, strictly checks the products of each cup of coffee, and is committed to sharing the rich aroma and unique flavor of the boutique coffee.

Investment in coffee, let GREYBOX COFFEE cover Shanghai, Beijing, Hangzhou, Chengdu, Shenzhen, Chongqing, Nanjing, Wuhan, Guangzhou and other major cities in China, each store is located in the core of the city, with minimalist style as the main design tone, metal material to express calm, wooden tables and chairs convey warmth, full of natural atmosphere of hydroponic plants to balance the overall atmosphere, to create each customer's own coffee experience space.

Financing of RMB 100 million was completed in 2017, with a valuation of US $100 million. In the future, it will continue to display stores in major Chinese cities, open up overseas cities, and build international boutique coffee brands.

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