How Catena helped Tea Shop tackle recruiting challenges across three franchise units

Tea Shop is a Spanish-born franchise chain specializing in premium teas, with more than 30 years of history. With over 130 tea varieties, plus accessories and gourmet products, the brand offers a distinctive shopping experience in which personalized service and product knowledge are essential.

To maintain that standard of service, finding good sales consultants is essential. Beyond sales experience, professionals need strong communication skills, genuine interest in learning about the products and the ability to build connections with customers. However, finding candidates with this profile, especially across different regional markets, is a challenge for franchisees.

That is how Tea Shop got to know Catena. After a referral to the franchisor, the chain began recommending our services to its franchisees, who found in Catena a way to support their recruiting without having to build an HR operation of their own.

The partnership extended to three units of the brand, located in Curitiba (PR), Campo Grande (MS) and Palmas (TO). Although they shared the same standards and values as the chain, each store faced its own particularities, from the availability of professionals to local job market conditions.

Catena took over the attraction and qualification of candidates for the sales consultant roles, considering the requirements of the position and the needs of each unit. With an approach that combined different recruiting channels and profile assessment, we helped franchisees identify professionals who fit the opportunities, simplifying the selection process and allowing them to focus their efforts on the final hiring stages.

The experience with Tea Shop showed how recruiting can be structured to serve different units of the same chain while respecting the particularities of each operation. More than supporting one-off hires, the project reinforced the potential of a specialized solution to help franchisors and franchisees face one of retail's most recurring challenges: finding the right people for their teams.