Bird & Blend’s strategic store expansion
Bird & Blend began as a single, vibrant storefront in Brighton with a simple mission: to spread happiness and reimagine tea. Over thirteen years, their playful, unique blends and sustainable store fit‑outs (think scaffolding‑pole shelving and upcycled boards) captured hearts across the UK.
As a certified B Corp with 25 stores and more on the horizon, Bird & Blend was ready for its next chapter: rapid growth and expansion while still maintaining its community‑centric ethos and high‑quality customer experience. To achieve this, they turned to Brasier Freeth for their expert retail agency services.
Challenge
Having proven their concept in Brighton, Bird & Blend needed to scale quickly, but without compromising their brand or store experience. Their objectives included:
- Securing flagship high‑street units large enough to showcase their 100‑flavour tea wall and tasting bar, particularly a flagship central London store
- Maintaining sustainable fit‑out standards, sourcing sites that allowed the reuse of materials and bespoke carpentry
- Negotiating favourable lease terms to preserve cash flow during an aggressive growth phase.
- Hitting tight timelines so new stores could open in step with marketing campaigns and seasonal peaks
Solution
Starting in April 2024, Brasier Freeth worked with the Bird & Blend leadership team to lead their site‑acquisition strategy using our industry network and streamlined process:
Priority mapping
Agreed target locations: Central London, university cities (Liverpool), historic towns (Cambridge), and commuter hubs (Guildford).
Off‑market sourcing
Identified a former Starbucks on Monmouth Street, Covent Garden – ideal layout and size.
Secured city‑centre units on Bold Street in Liverpool, Green Street in Cambridge, and Market Street in Guildford.
Aligned on sustainability
Selected spaces featuring exposed steel and reclaimed wood potential for sustainable counters and shelving materials.
Rapid negotiation and execution
Agreed terms and instructed solicitors immediately, synchronising handover dates with departing tenants. This meant Bird & Blend’s fit‑out teams could begin work the moment keys were handed over.
Results
Covent Garden success: Opened November 2024 in a former Starbucks, this flagship store is perfectly positioned to draw in both locals and tourists and is set to become one of their highest turnover locations.
Regional wins: We sourced and opened other stores such as Liverpool, Cambridge, and Guildford, with each one chosen for its high‑impact footfall and perfect customer fit. Liverpool’s Bold Street store taps directly into the vibrant university market; Cambridge’s Green Street location occupies a landmark, architecturally striking building at the heart of the city, flanked by stylish brands like Knoops and Lucy & Yak. Then, Guildford’s Market Street outlet benefits from strong town‑centre traffic, bringing Bird & Blend right to its ideal audience.
10‑store pipeline for 2025: We have several additional high-profile sites across the high street and suburban areas currently under offer, plus we are in discussions with a major shopping centre operator.
Path to 50 stores: With a repeatable site‑acquisition and handover blueprint in place, Bird & Blend is on track to reach 50 trading stores within three years, all while preserving its sustainable values.
“Expanding nationally while staying true to our values was no small task — but Brasier Freeth made it feel seamless. From sourcing standout flagship locations to navigating lease negotiations and aligning with our sustainability goals, their team truly understood what makes Bird & Blend unique. Thanks to their support, we’ve opened in some of the UK’s most exciting retail spots and are well on our way to hitting 50 stores. They’ve been an invaluable partner in this next chapter of our journey.”
Ded Ormondroyd — Retail & People Director, Bird & Blend Tea Ltd
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