The Spice & Tea Exchange is accelerating its U.S. franchise expansion with five new franchise agreements covering Vero Beach, Florida; Southern Pines, New Bern and Hillsborough, North Carolina; and St. Francisville, Louisiana, while strengthening its franchise leadership with the promotion of Tatum Crews to Vice President of Sales and Franchise Operations.
Crews’ expanded role brings the company’s franchise sales and operational functions under unified leadership as the specialty retailer continues to build its national franchise network. She will oversee the franchise journey from initial sales and onboarding through store opening and long-term operational growth.
“For me, this role reflects something I’ve always believed: The franchise journey doesn’t end when someone signs a franchise agreement. In many ways, that’s where it truly begins,” said Crews. “Bringing sales and franchise operations together allows us to create a more connected experience from the very first conversation through onboarding, opening, and long-term growth. Our success isn’t measured simply by how many franchise agreements we sign. It’s measured by the long-term success of the entrepreneurs who invest in The Spice & Tea Exchange.”
The five new agreements deepen the brand’s presence across the Southeast, with three of the five locations planned for North Carolina. The development comes as the region continues to be one of the strongest areas for franchising in the U.S.
According to the International Franchise Association’s 2026 Franchising Economic Outlook, the Southeast accounts for nearly 30% of U.S. franchised businesses, with franchise establishments in the region projected to grow 1.7% in 2026 and generate $274.9 billion in economic output.
North Carolina and Florida are also among the leading states for franchise growth in 2026, ranked No. 5 and No. 2, respectively, by the IFA. The new agreements therefore strengthen The Spice & Tea Exchange’s presence in two of the country’s most active franchise markets.
The expansion follows broader growth momentum for the specialty retail brand, which was recently recognized among the Inc. 5000, the annual ranking of America’s fastest-growing private companies.
The company said its growth strategy is being supported by continued investment in franchisee infrastructure, including enhanced onboarding, strengthened training resources, improved cross-department communication and technology designed to provide greater visibility throughout the franchise lifecycle.
“Our focus remains on thoughtful, sustainable growth that creates opportunities for entrepreneurs while bringing the unique Spice & Tea Exchange experience to more communities nationwide,” said Amy Freeman, CEO and Co-Founder.
Founded in 2008, The Spice & Tea Exchange offers more than 140 fine spices, 85 hand-mixed seasoning blends and 40 exotic loose-leaf teas, along with naturally flavoured sugars and salts sourced from around the world.
The company currently operates in 38 states with nearly 100 stores and continues to seek franchise partners to bring its experiential specialty retail concept to additional U.S. markets.
Each locally owned store is designed to reflect the character of its market while operating within the company’s established framework. The model combines specialty products with an experience focused on tasting, discovery and customer engagement.
The five newly signed agreements represent the latest stage of The Spice & Tea Exchange’s national franchise development as the company seeks to expand its footprint while maintaining a consistent customer experience across its growing network.
