“On April 1, 2014, Peet’s will be 48 years old,” says Michael Williams, Vice President of Store Development. “Retail is an evolution and this is a new chapter in our story. Quality, craft, and passion are our core tenets and we wanted to insert that into the store environment.”
Debbie Kristofferson, Vice President of Brand and Creative Strategy for Peets, says customer feedback about the previous retail experience wasn’t on par with how they felt about the coffee. “We wanted to tell the brand’s story in a way that will be meaningful, interesting, and will connect with people,” she says.