Theodor

In 2002, almost yesterday…, Guillaume Leleu opens a small tea house in Paris and launches the THEODOR brand.
With out any organized communication nor any advertising campaign, the success is yet stunning. Within five or six years, this new young brand becomes a reference. Acknowledged (almost envied for) by the worldwide establishment of the Tea Industry, it is now exported to more than 30 countries, praised by the press with over 4000 quotation per year.

The reason of such success?
First of all, with the excellence of the products, the respect of the tea lovers. Guillaume Leleu, tireless globe-trotter, goes around the best estates in the world. As at today, it still happens that he discovers unknown, unique and confidential ones. The range of THEODOR plain teas is a reflection of this quest for the excellence…
Then, the creativity, the innovation and the freshness. Being “a taster”, “a tea-taster” as if one tasted wine is not enough to create THEODOR. In the world of tea, Guillaume Leleu is “a nose” as we name the greatest creators in the wonderful world of luxury perfumes.
Dazzling and obviousness in the alliance of the flavours, sweetness, long in the mouth are the main characteristics of the flavoured tea range and of those herbal teas which this impertinent creator named “the weed”…
Impertinent, so is this Parisian!
He claims his legitimacy as a Parisian creator, respectful of the thousand years old tradition but crazy about the spirit of the times, filled with culture somehow iconoclastic, inspired and with out any complexes. He feels at home in the turmoil atmosphere of a studio in a fashion house and luxury. He laughs at the snobbish grocer who looks down at his clientele behind a tea counter “vintage 1850”…
Legitimate, inspired, leader, impertinent, this Impertinent Parisian brings in the world of tea the “Baudelaire” revolution as in “the flowers of Evil”: Impertinence, luxury, calm and voluptuousness…
Impertinent Parisian, he is through his “sketches” in the design of his products, as he is in his blends which unveil his character features as he assumes his commitments and of which we made the following description:

LA GOURMANDISE : Greediness : n – Typical Parisian character, evoking the Parisian's love for tasty, beautiful items,  which he cannot do without . With their fruity flavours, the teas from the « Greediness » lead one to unconfessed delights, all day long.

L’IMPERTINENCE : Impertinence : n – Typical Parisian character, evoking the Parisian's tendency to behave in a shocking, displaced manner, to claim for what he most prefers. With their daring names and flavours, the teas from  the « Impertinence » propose some kind of liberty.

LA GALANTERIE : Gallantry : n - Typical Parisian character, evoking the love the Parisian bears to the others, through flattering messages and sensorial praises. The teas from the « Gallantry »put forward some promises, full of controversial flavours.

LA PRETENTION :. - Pretentiousness : n - Typical Parisian character, evoking the Parisian's wisdom and ability to balance the best and the worst, for his own benefit. What the teas from the « Pretentiousness »share together are not their touches nor their suggestions, but a common way of being different within the exceptional.

LE CAPRICE :Capriciousness : n - Typical Parisian character, evoking the Parisian's sudden, unconsidered, volatile passions which he deeply tastes. The teas from the  « Caprice » exalt his taste buds, when desires get out of control.

L’AUDACE Daring Spirit : n - Typical Parisian character, evoking how much the Parisian despises imposed limits and likes to make his choices beyond standard, proper manners. In their fragrances, the teas from the « Daring Spirit » reflect pronounced, deliberate choices.

LE TOUPET : Impudence : n - Typical Parisian character, evoking the Parisian's shameless way of grasping life, all along his own venturous tasting and  multiple characters. The teas from the « Impudence » show native touches, full of adventures which the world presents as gifts from its very nature..

L’INSOUCIANCE : Carefree : n - Typical Parisian character, evoking  the Parisian's thoughtless way of enjoying instants without any concern. The teas from the « Carefree » unveil delicate, engaging, somewhat subtle fragrances.

L’EXUBERANCE : Exuberance : n - Typical Parisian character, evoking the Parisian's tendency to some excess, in the extent that excess is luxuriant, rich and reassuring. The teas from the « Exuberance » emphasize comforting, chic flavours which everyone enjoys.

L’UTOPIE : Utopia : n - Typical Parisian character, evoking the Parisian's fancies and notions, which lead him to escape daily life, picture himself other than he is, dream of elsewhere. The teas from the « Utopia » bring one throughout the world, by means of plants and sensations that come from no and elsewhere places.

LA PARESSE Laziness : n - Typical Parisian character, evoking the Parisian's taste for some idleness, his own notion of what resting means, and his surprising desire to do nothing. The teas from the « Laziness » underline that thorough need of taking pleasure, feeling at ease and living mildly.

LE NARCISSISME : Narcissism : n - Typical Parisian character, evoking the Parisian's confidence in bringing to perfection what he likes most in his own image and ego. The teas from the « Narcissism » keep, among their secrets, the potions of pleasure and delicacy which one should overuse.

LA CERTITUDE Self-confidence : n - Typical Parisian character, evoking the Parisian's doubts regarding those great sayings that become facts. The teas from the « Self-confidence » describe what is most certain, but essential, in our daily desires.

LA JALOUSIE : Jealousy : n - Typical Parisian character, evoking the Parisian's constant wish to own the pleasures in which the others abandon themselves. The teas from the « Jealousy » are gifts received from someone's hands, from whom we would have loved stealing them.

L’EGOÏSME : Selfishness : n - Typical Parisian character, evoking the Parisian's exclusive devotion to his own precious interest in having a tea time. The teas from the « Selfishness » suggest that having a time for oneself means having a time for oneself, and no further reason is required.

An introspection, being today’s Mister THEODOR…leaving his mark before handing it over to a future fiendish creator that will become tomorrow’s Mister THEODOR