Toby’s Estate announces Fitzroy flagship store

Toby’s Estate is joining Australia’s most competitive coffee market as it prepares to open a new flagship venue in Melbourne this November.

While Toby’s Estate beans are already used in cafes across Melbourne, the expansion will be the Sydney-born company’s first flagship in the city.

It joins a highly competitive market of over 2000 cafes in a city known globally for its coffee obsession.

The Fitzroy location promises “a full coffee experience delivered the Toby’s way”. The menu will feature typical Toby’s Estate offerings, including high-end coffees, single origins, flavour-focussed blends, and an extensive frozen coffee menu.

Toby Smith founded the brand in Sydney’s Woolloomooloo in 1997. The ex-lawyer began the business from his mum’s garage, setting up a mini roastery in the space. It has since become known for industry innovations, such as its Underdog Series, which spotlights the world’s emerging specialty coffee producing regions.

Toby’s Estate has now expanded to possess a team of over 100, with flagship stores in Sydney, Singapore, Indonesia and the Philippines. Earlier this year, it opened a new Brisbane flagship café which boasts more than 84 unique coffees over the year.

The brand also partnered with Pinnacle Group in 2015 to franchise the brand in the Gulf Cooperation Council and it now operates 20 outlets across Kuwait, Qatar, Saudi Arabia, and the UAE.