The people


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On the TechTO stage
Yamine Gluchow of DAVIDsTEA presents The Golden Path: How To Win At Ecommerce Through Data And UX.
Watch on YouTube ↗Made in Montreal with Harley Finkelstein & David Segal
Watch on YouTube ↗Every talk is searchable — ask the archive about DAVIDsTEA ↗
About
David Segal and his cousin Herschel Segal founded DAVIDsTEA in Montreal in 2008 and opened the first store on Queen Street in Toronto the same year. It grew into a large specialty tea chain across Canada and the United States and listed on Nasdaq in 2015. In July 2020 the company obtained an initial order under the Companies' Creditors Arrangement Act from the Quebec Superior Court, and sent lease termination notices for 82 stores in Canada and all 42 in the United States, reopening only 18 locations. The stated aim was to become a leaner business and accelerate the shift to online retail and wholesale — the direction Yamine Gluchow had been arguing for two years earlier, when he presented at TechTO's MarketingTO in August 2018 on winning at e-commerce through data and user experience. He had built the company's e-commerce function inside a business designed around stores.
Backers
Publicly traded on Nasdaq as DTEA since 2015; Herschel Segal has remained its largest shareholder.
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Quick answers
What is DAVIDsTEA?
A Montreal-based specialty tea retailer and online seller, founded in 2008 by David Segal and Herschel Segal. It listed on Nasdaq in 2015 and now sells mainly online and through wholesale after a 2020 restructuring.
What happened in 2020?
It filed for CCAA protection in July 2020, terminated leases on 82 Canadian stores and all 42 US stores, and reopened 18. The stated goal was to move the business to online retail and wholesale.
What is its TechTO connection?
Yamine Gluchow, then director of e-commerce, presented at MarketingTO in August 2018 on the 'golden path' — finding the route to conversion in the data rather than guessing at it. He is now VP of information systems at Lightspeed Commerce.