The first GREYBOX COFFEE opened in Beijing Kerry Center, a chain of specialty coffee stores under the Roseonly Group, a high-end rose and jewelry brand in China. GREYBOX COFFEE is very optimistic about the industry, and in 2017, it quickly covered major cities in China such as Beijing, Shanghai, Shenzhen, and Chengdu, with a valuation of US$100 million. "That's Shanghai", "That's Beijing", "TimeOut Shanghai" and many other media outlets named GREYBOX COFFEE "Specialty Coffee of the Year".
The green beans of GREYBOX COFFEE are directly harvested from various estates, and the coffee beans purchased are SCA (New Specialty Coffee Association) scores of more than 80 points, the freshness of the green beans is maintained within three months, and the cooked beans are roasted and used within 48 hours. GREYBOX's roasting plant is still under construction and is currently roasted through commissioned roasters. GREYBOX focuses on pour-over single items and Italian styles, and each single bean in the store will have its own flavor card, which details the variety, origin, production area, processing method and roasting degree of each coffee. The Italian blend collection is the brainchild of Tetsu Kasuya, GREYBOX's current pour-over consultant, who is the 2016 World Coffee Brewing Competition (WBrC) Champion and has achieved an exceptional blending level.
In addition to common single beans such as Yunnan, Guatemala, and Hilardo, top coffee beans from producing areas such as Geisha, Kenya AA, and Yirgacheffe G1 are also recommended by GREYBOX COFFEE. There are two kinds of Italian blends, Scandinavian and Australian, respectively, Yirgacheffe sun-dried and washed blends, Brazilian sun-dried and Colombian washed blends, Nordic flavors tend to be fruity, and Australian flavors are more nutty. GREYBOX COFFEE uses fresh milk imported from Australia to make milk coffee, and there are also meals and desserts in the store.
GREYBOX COFFEE'S STORES ARE LOCATED IN HIGH-END SHOPPING MALLS AND OFFICE BUILDINGS IN THE CITY, TARGETING HIGH-END CONSUMERS WHO PURSUE QUALITY OF LIFE. The interior of the store is minimalist and decorated with metal without losing its high-end temperament.
