History
1873
THIELE & FREESE was founded as a wholesaler for colonial goods
On 1st May 1873, Thiele & Freese was founded as “Colonial goods en gros” in Emden. From the beginning, the founders and merchants Carl Thiele and Peter H. Freese cultivated the business with loose tea in addition to the customary raw products from overseas. The owners always purchased the tea varieties in the auctions themselves – in the trading metropolises Amsterdam and London.
1875
Tea connoisseur meets demand
Franz Thiele, the founder’s brother, joined the company and the concrete decision to intensify trade in tea was made, because tea was an extremely important speciality at that time. His fine compositions soon consolidated Thiele & Freese's reputation as a respected tea importer.
1901
Retirement of Peter H. Freese
28 years after the company was founded, Peter H. Freese resigned from the management and sold his shares to the Thiele family.
1925
Death of Carl Thiele
At the age of 80, founder and senator Carl Thiele died in his hometown of Emden. Despite the consequences of the war after 1917, his brother Franz Thiele succeeded in leading the company to its former strength before the world economic crisis in 1929.
1934
Death of Franz Thiele
The sole managing director and personally liable partner passed away at the age of 78. Under him, the company grew to a respectable size.
After Franz Thiele's death, his son Fritz joined the company management. Through his initiative, the management took the first steps to make THIELE TEA a branded product.
After Franz Thiele's death, his son Fritz joined the company management. Through his initiative, the management took the first steps to make THIELE TEA a branded product.
1939
Emergency operation due to the war
During the war Magdalene Thiele, Fritz Thiele’s eldest sister and their cousin, Gebhardt Thiele, ran the company in an emergency mode. Fritz Thiele, the designated successor fell in the war at the age of 32 years in 1942.
1944
Destruction – Bombs on the town of Emden
The 6th of September 1944 was a consequential date for the company’s history. During a major attack on the town of Emden, the company's business and warehouse building, the old town hall, which dated back to 1567, as well as the private residential building and their contents were completely destroyed.
1945
Laying of the foundation stone – new start at the company headquarters
Franz Thiele, the brother of the fallen Fritz Thiele, returned from the war at the age of 29. The task was to rebuild the company and the buildings at the headquarters with much hardship and devotion. Business contacts that had been dormant due to the war were revived and new ones established, so that success slowly returned.
1950
Origin of the THIELE TEE brand
In the post-war years, Thiele and Freese introduced the blends Broken Old Gold, Broken New Gold and Broken Orange (later Broken Silver) under its own brand, benefiting from its excellent reputation as a tea importer. Franz Thiele designed the THIELE TEA logo, which remains classic and recognizable to today, with its striking Asian lettering.
1960
Giving up wholesale and focusing on THIELE TEE
In view of the increasing number of self-service stores, Franz Thiele took the long-sighted decision in 1960 to give up wholesale and to devote himself exclusively to the core competence of genuine East Frisian tea.
1962
Double award in DM consumer tes
Consumer tests are here to stay. With "Highly Recommended" and "Best East Frisian Tea", THIELE TEA was the only supplier to receive the highest award for two tea varieties in the DM test (predecessor of Stiftung Warentest). This was a high recognition for the uncompromising quality loyalty and a catalyst for the brand THIELE TEE.
1966
Advertisement "East Frisians drink THIELE TEE".
The unique slogan "Ostfriesen Trinken THIELE TEE" (East Frisians drink THIELE TEA) was created. It is still in use today.
1970
Strengthening the product range through additions
Innovative, high-quality teabags were produced; they are still classics today thanks to their unchanged brand design. Broken Spezial complemented the product range. A new building in the front area of the headquarters served as an office and a new blending and machine room with high-performance equipment was set up in the back area.
1973
100th anniversary - a reason to celebrate
1st May 1973 – 100 years of Thiele and Freese. Franz Thiele, the family, and the employees looked back with pride and satisfaction on the position they had achieved after the hard times of reconstruction. THIELE TEA was one of the market-leading tea suppliers.
1983
Continuation in the third generation
Franz Otto Thiele joined the company in the third generation, bringing with him a commercial education and experience with tea from Hamburg's warehouse complex, the Speicherstadt. He was young in the management, and he lived and breathed the guiding principle of highest quality.
1985
Close links to tea cultivation to Assam in India
Franz Thiele's first trip to India set the foundation for cross-generational partnerships.
1987
Advertising - Campaign with cult character
The new advertising campaign was launched with a “Genuinely East Frisian” touch. It still has CULT character to this day. Authentic Thiele tea connoisseurs in a private environment: The well-tried and tested slogan was implemented in a new format.
1996
New creative direction
With support from Celine Thiele, Franz Otto Thiele’s wife, THIELE TEA, got a clear, stringent signature. Passion for detail and a great deal of skill gave the visible corporate identity a new quality.
1998
125 years of Thiele und Freese
On 1st of May 1998, there was a ceremony with the family, customers, employees and business associates from Germany and abroad to honour the 125th anniversary of Thiele & Freese. THIELE TEA is by far East Frisia's most popular tea brand.
2004
Focus
Formerly, there were more than ten tea suppliers for genuine East Frisian tea, but only three still existed in 2004. Thiele und Freese is the last owner-managed family business and competence leader for genuine East Frisian tea. With Franz Thiele as brand ambassador, the brand promise got a face and an even more personal touch.
2010
Ambassador for Lower Saxony
For the first time in 2010 and regularly thereafter, Thiele und Freese received the award for Culinary Ambassador of Lower Saxony. This stands for highest quality, regional origins and responsible production.
2013
THIELE TEE Kontor – Opening with heart and hand
The THIELE TEE Kontor, developed and created by Celine Thiele, opened at the headquarters. Handpicked products exclusively from THIELE TEA are presented in a unique atmosphere.
2015
Death of Franz Thiele
At 100 years of age, Franz Thiele senior died in Emden. He had continued to take an active role in the successful development of his life work to an advanced age.
2017
THIELE TEE Lounge – Experience tea connoisseurship
The THILE TEE Lounge opened its doors directly next to the THIELE TEA shop in Emden where you can have a sensual tea experience. Soon afterwards, Oma Mine’s Kant followed.
2019
Lennart Franz Thiele
Extensively educated and qualified, with professional stations outside Thiele & Freese in both the domestic and foreign tea business, Lennart Thiele is the fourth generation to join the company. Equipped with a lot of passion and soul, it is his task to shape the future of the company.
2025
150 Years of Thiele Tea – A Tradition That Inspires Commitment
Since our founding in 1873, we have been deeply rooted as a family-owned business in the East Frisian tea culture. For generations, we have devoted ourselves with passion to the fine art of tea blending and are proud to be one of East Frisia’s leading tea trading houses today.
This anniversary is not only a cause for celebration, but also a commitment. Safeguarding our high quality standards while acting with care and respect for nature and our producers is a matter close to our hearts. Our close connection to the tea-growing regions, particularly in Assam, has always been a central part of our work.
For one and a half centuries, we have taken pride in writing a successful story together with our employees, partners, and customers — and in preserving and carrying forward the cultural heritage of East Frisian tea. We intend to continue this tradition with the same passion and dedication that have guided us for more than 150 years.
