Interview with Dragon's Den's PHOM Teas
Following a successful appearance on the recent season of Dragons’ Den, Phom teas have a £50k investment, an influential and high profile investor-mentor and a brand new look. I interviewed the founders Omar and Philip about their experience and the evolution of their brand.
Before going on Dragons’ Den, how long had you been working on creating The T Boys?
The idea took shape back in 2012, but it’s come a long way since then! We’ve built the brand from the ground up so there’s still a long way to go yet – it’s a great journey to be a part of.
I read that you began The T Boys as a university project – how did you build credibility for the product when you decided to make it into a business?
For us, building credibility is about creating and selling something that you believe in, before asking someone to buy it. When you strip everything away, consistency and the core product will always speak for themselves. Our range is made using the best tea leaves, herbs and ingredients from around the world, so each tea’s credibility follows naturally when people try it.
During your pitch to the Dragons, Kelly Hoppen critiqued your old packaging – were you biting your tongues or were you aware the image needed changing?
Going on Dragons’ Den is about more than investment – you’re also in there to ask for guidance from someone who can help you to grow. We knew our business was a work in progress, so we understood that elements would need to be changed for us to move forward.
Omar and Philip of Phom tea on Dragon’s Den
The new look of Phom teas, after Kelly Hoppen became an investor in the company
Creating a small business can be a labour of love, taking months of long hours and hard work to get off the ground. With all the passion and pride you had for your business, how did you stay cool & open for criticism from the Dragons?
It’s the Dragons’ jobs to get under your skin, so you have to be ready for the heat. We went into the Den prepared, which helped us to stay as calm and collected as you can be in there!
You have recently re-launched as Phom what’s behind the new name?
PHOM comes from the first two letters of our names – Philip and Omar. The idea was a great way to put our stamp on the brand whilst making sure we had a name that was unique. In a world with billions of consumer products, it’s a lot harder than you might think!
You also have a new look (which I love), how did you reach this new look?
Kelly introduced us to an amazing brand agency who worked with us on the new designs. We knew we wanted a professional look that incorporated our original illustrations – they really are a work of art. The caddies also needed to be smaller to make the product more retail friendly. Mix these elements together and that’s how we got to the new packaging.
Kelly Hoppen is known for her minimalist interior design and the packaging design seemed a priority for her in the den. Did she just tell you straight that you needed a rebrand?
As a designer, Kelly’s eye was always going to be on the look and feel of our product. From day one, we started working together to create packaging that was going to do the tea inside justice. We’ve had so much positive feedback, so we’re really happy with the end result.
Investor and entrepreneur Kelly Hoppen. Image courtesy of Dragon’s Den, BBC 2
If there were any other entrepreneurs with a food product wanting to pitch to investors like you, what advice would you give them?
Do your homework, know your numbers and stay calm. The Den should be a place to shine – you know your business better than anyone, so don’t let the pressure push you off course.
And finally, is tea the next big thing?
Tea has been around for thousands of years but as far as the ‘next big thing’ goes, you’re going to see lot more loose leaf tea around the place. In terms of taste and versatility, you can’t beat it. We’re so excited because loose is finally getting the limelight it deserves.
Thank you to Omar and Philip from Phom. Phom received £50k investment for a 25% business share from Kelly Hoppen on Dragon’s Den in 2014 and went on to be stored by Selfridges stores nationwide alongside Hyundai partnerships and a number of independent cafes. As of 2018, the company has closed and the founders are pursuing different projects.