Introduction: Founded in Marrakech in 1910, Bacha Coffee specialises in 100% Arabica coffees with origins spanning more than 35 renowned bean-producing countries.
In just a few short years, Bacha Coffee has established itself as a stand-out brand in travel retail bringing heritage, striking design and ‘affordable luxury’ to a category in search of differentiation.
One of the people leading the charge is Flora Lee, Managing Director of Blue Chip Group, which distributes the brand with select travel retailers and airlines in Asia Pacific and the Middle East.
In this interview, Lee underlines Bacha Coffee’s distinctive appeal to travelling consumers and its positioning as an ‘affordable luxury’ brand. For Lee, Bacha is more than just a coffee – but a moment of indulgence, beautifully packaged, with products that resonate with a diverse global audience.
With a clear vision for the future and an eye for brands with rich stories to tell, Lee shares her broader strategy for Blue Chip Group, which includes expanding Memo Paris in Asia Pacific travel retail and solidifying Bacha’s presence across key domestic and travel retail markets.
Could you tell us more about Bacha Coffee and Blue Chip’s role in driving the brand’s expansion in travel retail?
Blue Chip has been putting all our effort into developing Bacha’s travel retail presence in the past two years and has enjoyed successful results in various markets.
As Bacha’s distributor in certain markets in travel retail, we have successfully secured great partnerships and listings with Eva Air, Cathay Pacific, The Shilla Duty Free, Regent Travel Retail in the Philippines and many others.
We are expanding its presence with other key markets and operators, which will be launched soon. I can’t be happier with our progress and to be in business with a brand such as Bacha.
How does Bacha Coffee differentiate itself in travel retail?
Bacha is an affordable luxury brand and there are no other brands in food & beverage to compete because of this special positioning. It has a unique history with a beautiful concept, quality products and striking packaging. Bacha is a brand not only about the coffee but about a small luxury that travellers wish to share with others.
Travel retail is facing a challenging time due to a number of factors, including an uncertain geopolitical landscape and rising cost of living. However, despite these challenging circumstances Bacha is growing in the channel.
Our travel retail sales with key partners such as The Shilla Duty Free and Eva Air are growing significantly. This is because of the brand’s gifting appeal and the growing appreciation for niche and ‘affordable luxury’ brands. After all, who does not want to enjoy a small luxury in their day to day?
In conversation: How Taha Bouqdib is creating a global legacy with Bacha Coffee Prologue: They say lightning doesn’t strike twice. Try telling that to Taha Bouqdib, serial entrepreneur extraordinaire and President and CEO of V3 Gourmet, the parent company of TWG Tea and Bacha Coffee (of which he is Co-Owner). In 2008, the Moroccan businessman created TWG Tea in Singapore, positioning it as a premier luxury brand. Offering more than 1,000 varieties of loose-leaf teas and modern accessories for tea lovers, TWG Tea has expanded to more than 70 locations globally across 17 countries (including a strong travel retail presence). Building on this success, Bouqdib turned his attention to coffee, reviving the historic Moroccan Bacha Coffee brand in 2019. Inspired by the famed original establishment in Marrakech’s Dar el Bacha palace (see panel below), Bacha Coffee offers over 200 varieties of 100% Arabica coffees, reflecting Bouqdib’s obsession with quality, heritage and variety. Under his helmsmanship, Bacha Coffee has embarked on an ambitious global expansion, including the opening of its first European flagship on the Champs-Élysées in Paris, and over 150 locations worldwide. And travel retail is front of mind in that development agenda. As the company gears up its efforts in the channel, Bouqdib spoke to The Moodie Davitt Report Founder & Chairman Martin Moodie about the Bacha Coffee journey to date and what lies ahead. The ensuing conversation offers a rare and illuminating insight into the passion, pride and principles of a man who views coffee not just as a beverage but as an experience. Click here for the full interview.
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How does Bacha Coffee tailor its product offerings to cater to a diverse demographic of international travellers?
Given the variety of Bacha Coffee products – from single-origin coffees to fruit flavours – I am confident that we can capture everyone’s preferences regardless of if they want pure coffee flavours or sweet and spicy notes too. In our Changi store, Bacha Coffee offers more than 200 coffees from across 35 countries.
In my view, European travellers have shown a preference for our single-origin lines, while Asian travellers are partial to sweeter flavours, such as our 1910 Coffee or Milano Morning, and Bacha caters to them all.
What are Bacha Coffee’s future plans for expansion within travel retail? Which regions and channels are you targeting and why?
My goal is to expand Bacha Coffee into more European and North American markets this year. While the brand is relatively new, we’ve had a great response from a lot of Asian markets. However, with the recent opening of the Bacha Coffe flagship boutique in the Champs-Élysées in Paris, we are slowly introducing the brand to European customers too.
Our first domestic market outlet at the Venetian Hotel Macau has given Bacha Coffee a real gateway to the Chinese market. Macau is a unique market with a demographic of 90% Chinese travellers who have high spending power.
I want to introduce these travellers to Bacha Coffee and showcase it as a luxury product that can fit into their lifestyles seamlessly. Everyone indulges in their own ‘me moment’ and I want Bacha to be a part of these moments for travellers everywhere.
In addition to Bacha Coffee, Blue Chip also manages Memo Paris in the channel. How do you go about finding the right brands to partner with? What USPs are you looking for?
Memo Paris is a beautiful niche fragrance brand, which nobody can imitate, and already has a strong fanbase in EMEA. I wish to develop a bigger presence for Memo Paris in Asia Pacific travel retail; a journey which began with our first shop at Hong Kong International Airport last year.
In May, Memo also opened a counter at Singapore Changi. We are slowly expanding to other countries, especially as niche fragrances continue to gain traction in the channel.
Looking ahead, what are your biggest priorities for Bacha Coffee and Blue Chip Group?
Growing and stabilising Bacha Coffee in the local markets of Macau and global travel retail are two of the most important projects under Blue Chip this year and next.
As consumer preferences continue to shift towards experiences and engagement, I strongly believe that Bacha Coffee will grow tremendously in this market. ✈
