Lusso Scelta is Tehrani International Trading's own retail and hospitality brand in North America, bringing Italian coffee, espresso and gourmet products to Canadian and American customers.

It exists for a practical reason. The fastest way to build a market for a brand is sometimes to build the channel yourself rather than wait for someone else to. Lusso Scelta gave the products it carried a route to consumers and to hospitality accounts from day one, without waiting for a retail network to assemble itself.

The brand is now moving beyond carrying other people's product. Lusso Scelta is developing its own range, made to a standard above what it has carried to date, for distribution well beyond North America. The channel we built to sell somebody else's product becomes the channel that carries our own.

For a brand owner, this is the useful part. We understand distribution from the inside, because we now sit on both sides of it.

Direct to consumer retail across Canada and the United States.

Hospitality supply to boutique hotels, restaurants and independent cafes.

Full ownership of pricing, positioning, advertising and customer experience.

An own-label range in development for distribution beyond North America.