Notable Roles | - Co‑founder and President & CEO, TWG Tea |
Key Recognition | - Officer of the Order of National Recompense, Morocco (2015) |
Background and Early Foundations
Taha Bouqdib was born around 1979 in Rabat, Morocco, into a family where his father served as head of security for the Moroccan king and his mother at the embassy. He grew up surrounded by tea culture, exposed to varieties and hospitality traditions from an early age. After completing his baccalaureate in Rabat, he moved to Paris for legal studies but found his calling in tea. He began working at a French tea company in 2004, traveling to plantations across Asia to learn the craft. Rejecting royalty sector expectations, he relocated to Singapore in 2007, co‑founding TWG Tea in 2008 with a vision to elevate tea into luxury fashion. In 2017, he was invited to reopen the Dar el Bacha palace café, which led him to revive Bacha Coffee in 2019. His background shaped a brand philosophy built on experience, design, storytelling and cross‑cultural resonance.
Career Milestones and Impact
Year | Milestone |
|---|---|
2008 | Co‑founded TWG Tea in Singapore during global financial crisis; aimed to create luxury tea experience for Asia |
2017 | Invited to reopen Dar el Bacha palace museum café in Marrakech; began revival of Bacha Coffee legacy |
2019 | Relaunched Bacha Coffee in Singapore ION Orchard; brand reestablished globally under V3 Gourmet |
2021 | Brought TWG Tea and Bacha Coffee under V3 Gourmet with SGD 136 million growth investment plan |
2025 | Opened Bacha Coffee flagship on Champs‑Élysées in Paris; plans expansion into Europe, U.S. and Asia by 2030 |
- Revenue: V3 Gourmet brands TWG Tea and Bacha Coffee achieved profitability in 2023; Bacha Coffee revenue SGD 95.5 M profit SGD 2.2 M after tax
- Store Network: TWG Tea 70+ boutiques in 17 countries; Bacha Coffee 150+ locations globally including Asia, Middle East and Europe
- Offerings: TWG Tea offers 800+ blends with haute couture packaging; Bacha Coffee offers 200+ single‑origin Arabica coffees
- Expansion Plan: Paris landmark flagship in 2025 part of goal to open outlets in all major capitals by 2030
Leadership Style and Influence
Taha blends cultural heritage appreciation with retail theatre inspired by European craftsmanship. He reimagines tea and coffee as “accessible luxury” by combining premium packaging, fashion-influenced design and meticulous curation of leaf and bean varietals. His leadership reflects discipline, diplomacy and personal touch—values inherited from his Moroccan upbringing and his father’s service background. Each brand under his helm aims to evoke emotion and memory through immersive experiences beyond beverage consumption.
Legacy and Future Focus
Taha’s legacy includes establishing TWG Tea as a global luxury tea brand and reviving Bacha Coffee as a Moroccan cultural export for the 21st century. His focus on location curation, packaging as storytelling and global branding positions V3 Gourmet as a luxury lifestyle curator. Future trajectories include tailored boutique launches in fashion capitals, digital wine‑style coffee experiences, and further innovation in gifting, travel retail and culinary partnerships.
