The first steps
At the beginning, alveus® is housed in a 200m² warehouse. Only 100m² of that is being rented, however. The rest of the space is cordoned off with parcel tape – a line which cannot be crossed. There are four staff on board, selling in the mornings and blending in the evenings. There is no inventory control system, and the staff communicate by shouting across the room – everyone tries their hand at everything.
The first catalogue
The first alveus® catalogue is published after just half a year. 150 conventionally grown and 36 organic teas are displayed on 68 pages. The catalogue is available in German and English.
First website goes online
The first website goes online in November 2006. Right from the start, alveus® makes sure it has an innovative website.
The organic boom
In May 2007, alveus® experiences a real organic boom. The considerable broadening of the organic range pays off: sales of organic tea really explode.
Important customers in Paris and Barcelona
Thanks to customer recommendations, orders from abroad pour in. At the same time, however, alveus® stays loyal to its principles: small, fresh batches of tea are blended lovingly by hand.
The second catalogue
Two years after the first catalogue, a second is published. There is something very special about the catalogue – it is available in four languages: German, English, French and Spanish.
alveus® world: first shop-in-shop solution
The first of many concepts is born – the olive leaf concept. From now on, customers can make even more of the alveus® brand.
We’re on TV
Three years after its establishment, a camera team from the Hamburg 1 television channel pays the company a visit. Managing Director Daniel Trenk is interviewed about his passion for tea and his plans to bring his modern and innovative ideas to the industry.
alveus® is proud to inspire over 1000 customers from all over the world with their innovative, high-quality creations and concepts.
Finally – the move
Thanks to continued growth, alveus® is able to increase its storage capacity. It goes without saying that the opening is celebrated in style.
The new alveus® CI
Following consultation with customers and staff, the alveus® corporate identity is changed. It is a change which will soon bear fruit.
alveus® has created over 1000 different tea blends. Plenty of creativity is required for this – especially in terms of naming them all. In case of mental block, a bottle of wine tends to do the trick!
Icebear & Tiger
The alveus® school project “Icebear&Tiger” is launched! Many schools love the project and ask to join. Making sure that children know about healthy eating is very important to alveus®. It’s a lot of fun too!
The new canteen is opened
The new canteen is home to a table football room and roof terrace, including a wicker beach chair. Many a summer evening is spent with a barbecue here after work. Staff also stay relaxed by taking part in weekly yoga sessions.
Opening of our first flagship store in Hamburg.
alveus® now employs 85 staff, including 6 trainees. What’s more, alveus® has the largest range of teas in Europe and supplies more than 4,200 satisfied specialist tea shops in over 60 countries around the globe.