Starbucks China is venturing beyond food and beverages to launch its first apparel line across the country, as companies in the tea and coffee sector increasingly embrace lifestyle and cultural merchandise to drive growth.
Over 400 Starbucks stores nationwide have been selling the "Bearista Town" collection since May 26, featuring utility vests for 399 yuan ($59), embroidered T-shirts for 279 yuan and hooded jackets costing up to 459 yuan.
Previously, Starbucks' retail merchandise largely centered on drink-ware, with limited T-shirt offerings.
The new collection, unveiled through Starbucks' mini-program, also includes figurines, plush toys, blind box trinkets, home goods and car accessories. According to the company, more than 1 million Bearista Town IP products were sold within a year.
The company's foray into clothing is part of a broader brand IP commercialization strategy and a reflection of shifting industry dynamics. Coffee, tea beverages and dining brands in China are increasingly branching into derivative categories — such as apparel, toys and cultural creative goods — as the peripheral merchandise economy emerges as a key avenue for growth.
