The Spice & Tea Exchange expands, elevates VP of franchise ops

The Spice & Tea Exchange, a specialty retail brand focused on spices, seasonings, and teas from around the world, Tuesday announced the signing of five new franchise agreements. The signings will strengthen the brand’s presence in the Southeast region, specifically Florida, North Carolina, and Louisiana.

“The momentum we’re seeing across the country reflects both the strength of The Spice & Tea Exchange concept and the growing demand for experience-driven specialty retail,” said Amy Freeman, CEO & Co-Founder. “These five new franchise agreements are an exciting step forward for the brand, particularly as we deepen our presence across the Southeast. As we continue entering new markets, our focus remains on thoughtful, sustainable growth that creates opportunities for entrepreneurs while bringing the unique Spice & Tea Exchange experience to more communities nationwide.”

The franchisor also took the opportunity to shine a light on the promotion of Tatum Crews to Vice President of Sales and Franchise Operations. She’s served as Vice President of Sales at The Spice & Tea Exchange since April of 2025 and will now work to bring the sales and operational arms of the brand’s franchise platform together into a unified system.

A major part of Crews’ focus will be providing greater continuity for franchisees throughout their journey with The Spice & Tea Exchange so that the experience feels better supported and sets operators up for success. The brand is committed to continued investment in tools and infrastructure that will improve onboarding, training, communication, and overall confidence for their franchisees.

“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 Spice & Tea Exchange is approaching the 100 store milestone as they carry out their latest round of expansion. The brand is actively looking to connect with potential franchisees who have a passion for business and bringing unique sensory experiences to their communities.