The Spice & Tea Exchange has signed five new franchise agreements across North Carolina, Florida and Louisiana, tying its latest expansion directly to accelerating Southeast franchise growth. The St. Augustine, Florida, specialty retailer announced the deals on Tuesday, with planned locations in Vero Beach, Southern Pines, New Bern, Hillsborough and St. Francisville.
The announcement leans on a region that has become franchising’s center of gravity. The International Franchise Association’s 2026 Franchising Economic Outlook found the Southeast accounts for nearly 30 percent of U.S. franchised businesses, with regional establishments projected to grow 1.7 percent this year and generate a nation-leading $274.9 billion in economic output. The IFA ranked Florida No. 2 and North Carolina No. 5 among its top states for franchise growth in 2026. North Carolina alone accounts for three of the brand’s five new agreements.
The expansion arrives with a leadership move meant to connect the full franchise journey. The company promoted Tatum Crews to vice president of sales and franchise operations, bringing its franchise sales and operational functions under one leader. It also pointed to investments in onboarding, training, cross-department communication and technology that tracks the entire franchise lifecycle.
“For me, this role reflects something I’ve always believed: The franchise journey doesn’t end when someone signs a franchise agreement,” Tatum Crews, vice president of sales and franchise operations, said in the announcement. “In many ways, that’s where it truly begins. Bringing sales and franchise operations together allows us to create a more connected experience from the very first conversation through onboarding, opening, and long-term growth.”
Company leaders framed the deals as part of a measured strategy rather than a race to add units.
“The momentum we’re seeing across the country reflects both the strength of The Spice & Tea Exchange concept and the growing demand for experience-driven specialty retail,” Amy Freeman, CEO and co-founder of The Spice & Tea Exchange, said in the announcement. “These five new franchise agreements are an exciting step forward for the brand, particularly as we deepen our presence across the Southeast.”
The brand now operates nearly 100 stores across 38 states and was recently named to the Inc. 5000 list of the fastest-growing private companies. Its approach reflects a wider franchise playbook, pairing disciplined multi-unit scaling with the franchisee support and trust that owners weigh before signing.