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April 26, 2018

Tartine Bakery to open flagship store in Seoul

PUBLISHED : January 04, 2018 - 15:54

UPDATED : January 07, 2018 - 10:43

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[THE INVESTOR] San Francisco-based bakeshop Tartine Bakery will open its first flagship store in Hannam-dong, Seoul, on Jan. 28, according to industry sources on Jan. 4.

This marks the first overseas store for Tartine Bakery -- famous for its signature country loaves and croissants. Tartine Bakery is reportedly aiming to open three or four more stores in Korea before the end of 2019.

Tartine has already brought Korean bakers to it headquarters in San Francisco and trained them. Some top bakers from its US headquarters will also be sent to work at the new Korean outlet.

 

TartineFounderChad Robertson



Lee Hyun-hee, the owner of popular dessert cafe Dessertree, and Lee Il-joo, founder of Pizzeria D’Buzza, will run the new Tartine Bakery store in Seoul.

It is likely the bakery will also sell coffee, as the company has its own coffee brand Coffee Manufactory, which was created by Tartine Chief Operating Officer Chris Jordan, who oversaw coffee quality at Starbucks and Verve Coffee.

Previously, Tartine had worked with many coffee producers such as Mr. Espresso, Four Barrel Coffee and Blue Bottle Coffee. In 2015, the company even attempted to merge with Blue Bottle. At the time, Tartine was considering opening a store in Japan, where Blue Bottle manufactures goods like mugs and eco-bags. But the two companies called off the deal in December 2015. Tartine also put its global expansion plans on hold at the time. A year later, talks about entering Korea emerged.

By Song Seung-hyun (ssh@heraldcorp.com)

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