New World Trading Company

NWTC has a flexible offering which appeals to a broad range of consumers, and which is successful in both large cities and smaller regional towns. It currently operates from 27 sites, all bar three of which are under ‘The Botanist’ brand.

14 of these sites have been opened since Graphite’s investment, most of which have been supported by significant landlord contributions, a highly unusual feature within the industry. ‘The Botanist’ is an attractive anchor tenant for landlords, reflecting its all-day offer and aspirational customer base.

NWTC has partnered with several ‘best-of-breed’ technology providers to improve data capture and communicate more effectively with its customers. It has a database of 1.6 million customers of which 600,000 have marketable email and mobile numbers, managed through a single customer view. NWTC has a highly engaged digital audience with an open rate of over 50% for its emails, which is significantly higher than the industry average.

NWTC is one of five investments that Graphite has made in the restaurant and bar sector. In these investments Graphite has been highly involved in driving margin improvement, improving technology and operations, hiring senior management, developing KPI monitoring and optimising site selection.