Coffee shop chain St Ali rebrands

09 February 2012 by
Coffee shop chain St Ali rebrands

The owner and operating company of coffee shop chain St Ali has rebranded as part of its strategy to consolidate its operations within the UK.

Formerly known as Long Black, the company will now be known as Workshop Trading, with its two London stores, St Ali in Clerkenwell and Sensory Lab in Fitzrovia, relaunching as Workshop Coffee Co.

The group said the rebrand aims to reflect the company's artisan approach to speciality coffee and food.

St Ali launched last April on the former site of the Dust club. Named after the patron saint of coffee, Ali ibn Umar al-Shadhili, the concept is based on the use of green beans roasted on-site. Meanwhile Sensory Lab opened in August 2011 and offers a simple, stripped-back operation as well as a retail offering.

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By Kerstin Kühn

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