As the global economy navigates between tradition and the search for meaning, certain figures in the agri-food industry brilliantly embody this duality. At the helm of Dammann Frères since May 2019, Érika Le Noan, President of the 300-year-old tea company, is one such figure. Her drive, woven from a wealth of experience in the sector and a forward-looking strategic vision, charts the trajectory of a brand that continues to infuse French elegance. Luxus Magazine met with her to discuss her entrepreneurial approach, the challenges facing the sector, and the opportunities ahead.
A career rooted in the food industry
Érika Le Noan’s career spans more than twenty years of experience in the food industry, particularly in the world of hot beverages. She joined Illycaffè in 1994 and rose through the ranks to become Deputy CEO, then CEO for eleven years. This experience has enabled her to acquire solid expertise in international management and the promotion of heritage brands.
In 2007, Dammann Frères became a subsidiary of the Illy group, a merger that naturally led to her appointment as President of the company in 2019. Since then, Érika Le Noan has combined respect for heritage with a development strategy, instilling a dynamic of responsible innovation. Alongside her duties, she actively promotes the role of women in the agri-food sector, encouraging younger generations to take on management positions. Her election as president of Alliance 7, a federation of grocery and health food companies, confirms this commitment to society beyond economic performance.
Dammann Frères: French excellence, innovation, and expertise
Founded in 1692, Dammann Frères continues to offer unique expertise in the selection and blending of exceptional teas. Under the leadership of Érika Le Noan, the company continues to pursue its mission: to offer the finest teas and iconic flavored creations, such as Jardin Bleu, Goût Russe Douchka, L’Ôriental, and Miss Dammann. The invention of the Cristal® tea bag in 1980 by Jacques and Didier Jumeau-Lafond marked a turning point, combining infusion quality and ecological innovation (compostable tea bags, 100% plant-based).
The recognition of the “Entreprise du Patrimoine Vivant” (EPV) state label in 2025 confirms this French artisanal and industrial excellence. This label distinguishes the transmission of exceptional skills, from the selection of leaves to the final blend. Érika Le Noan sees it as a recognition of the collective work and expertise of the Dreux teams.
Since 2023, Dammann Frères has also become a Mission-Driven Company, integrating sustainability at the heart of its strategy. The construction of a new “green factory” in Dreux illustrates this orientation, combining industrial performance and environmental responsibility.
Present in more than 70 countries, the company continues to promote the French art of living, where each cup of tea embodies tradition, creativity, and awareness.
INTERVIEW
LUXUS PLUS: Dammann Frères has a history dating back to 1692. How do you reconcile this centuries-old heritage with the need to modernize the brand and reach a new generation of consumers?
Dammann Frères is one of the oldest tea companies in the world, but we have always been driven by the desire to innovate. Our history gives us unique legitimacy, but it does not confine us. We are constantly modernizing our workshops, our stores, and our collections: new gourmet recipes, iced teas, eco-designed packaging, CSR commitments, etc. We speak to new generations using contemporary visual codes, creative collaborations, and a strong digital presence, while preserving our artisanal expertise and long-standing relationships with our producers. It is this combination of heritage and innovation that appeals to tea lovers aged 20 to 80 today.
LUXUS PLUS: Long known for its discretion, Dammann Frères has positioned itself as a benchmark for high-end tea. What is the marketing strategy behind this expansion and how do you maintain your position in the face of competition?
Our growth is based on consistency: impeccable quality tea leaves, house blends, and creative flavors. We cultivate an image of refinement that is accessible to all. Our company stands out thanks to its omnichannel strategy. We are present in a selective network of partners in the hotel and restaurant industry, in offices and homes, in France and internationally. Finally, our network of boutiques are showcases that tell the story of the Dammann universe and invite customers to taste our products.
It is true that we are fairly discreet in a world saturated with communication, but our messages are perfectly understood and greatly appreciated. Our communication focuses on the product, expertise, emotion, and sincerity.
This positioning allows us to remain a benchmark, while differentiating ourselves in a highly competitive market.
LUXUS PLUS: In a world where tea is increasingly consumed, how does Dammann Frères manage to transform a simple drink into a true tasting experience, particularly through its boutiques and tea rooms?
Our ambition is for every cup to become a journey. In our shops and salons, customers discover different teas as if exploring a wine cellar: trained advisors, aromas to smell, teas to taste. We also focus on the art of preparation—temperature, infusion, glassware—to reveal the aromatic richness of each origin. This presentation, combined with attentive service, transforms a simple moment of consumption into a sensory and cultural experience, true to the spirit of Dammann Frères.
In addition, we partner with mixologists and chefs who enrich our tea expertise. Together with them, we create cocktails, mocktails (non-alcoholic cocktails, ed.), and pairings with dishes to create this taste experience.
LUXUS PLUS: Dammann Frères is present in more than 70 countries. What are the challenges and opportunities of international expansion for a French tea brand, particularly in markets where tea culture is already very strong?
Being present in more than 70 countries is both a tremendous lever for growth and a cultural and administrative challenge! Each market has its own customs, standards, and, in some cases, a tea culture that is much more deeply rooted than in Europe. Our challenge is to respect these traditions while adding the Dammann touch: the French art of blending, aromatic creativity, and the elegance of our packaging. This requires flawless logistics, a detailed understanding of local regulations and customs duties, and the ability to constantly adapt (languages, formats, taste profiles). The opportunity lies in engaging with knowledgeable enthusiasts, learning from these cultures, and promoting French expertise, which appeals precisely because of its uniqueness.
LUXUS PLUS: The Cristal® tea bag was a major innovation. How does the company continue to innovate today, whether in the creation of new blends, production methods, or sustainable development?
The Cristal® bag, launched in the 1980s, was revolutionary: it offered the transparency, lightness, and quality of loose tea. Today’s innovation has been to change the material to biodegradable packaging. Product innovation remains at the heart of our approach. This is reflected in the creation of new recipes every year, the constant evolution of our packaging, and the involvement of various renowned artists who design the famous advent calendars each year…
Our production site is also evolving. Dammann Frères now has a new eco-designed industrial facility, incorporating solar panels, heat recovery and low-carbon processes.
Finally, Dammann Frères has become a mission-driven company, committed to strong sustainable development objectives: biodegradable, reduced or recyclable packaging, long-term partnerships with producers, reduction of emissions throughout the supply chain, etc. The goal is to surprise without ever compromising on quality.
LUXUS PLUS: Dammann Frères has been awarded the Entreprise du Patrimoine Vivant (EPV). What does this label represent for the brand, and how does this commitment to traditional expertise translate into your business strategy and your daily work?
Obtaining the EPV label is a source of great pride: it is official recognition of French expertise and excellence. For us, it is not just an honorary title, but a commitment. It means preserving and passing on our skills—from sourcing to the art of blending—through training and knowledge transfer; upholding high production standards, where each step is mastered using techniques that respect the tea leaf; and incorporating these standards into a sustainable strategy: responsible sourcing, respect for terroirs, and biodiversity. In short, the EPV label embodies the balance we strive for every day: combining tradition, excellence, and modernity.
LUXUS PLUS: As president of Alliance 7 and Dammann Frères, how do you integrate corporate social responsibility (CSR) into your vision of the agri-food industry, and what are your concrete plans in this area, particularly with the new “green factory” in Dreux?
CSR is not a peripheral issue for us: it is at the heart of our model, both at Dammann Frères and in my role at Alliance 7. Food must be sustainable and a source of pleasure at every stage, from production to consumption.
At Dammann Frères, we have structured our approach under the Leaf & Life program, which sets specific objectives: reducing our carbon footprint, protecting biodiversity, responsible sourcing (Responsible Purchasing Charter), improving working conditions in Dreux and in producing countries, and local social engagement.
The construction of our new site in Dreux, which we call our green factory, embodies this vision. To give you a concrete example, our building will be BREEAM “Very Good” certified (BREEAM (Building Research Establishment Environmental Assessment Method) certification is a method of environmental assessment and certification of buildings, developed in the United Kingdom by the Building Research Establishment (BRE). It aims to promote the sustainability and energy performance of buildings by assessing criteria such as energy efficiency, water management, and environmental impact, editor’s note), incorporating solar panels, rainwater recovery, heat pumps, and low-carbon materials. The spaces are designed for the well-being of the teams, with a patio, tree-lined areas, natural light, noise and temperature control, etc.
As President of Alliance 7, I advocate the same collective approach. We are more than just a professional organization! We are a community of companies that share the same purpose: “Together, let’s make our professions the ingredients for sustainable food and a source of pleasure.” The word “sustainable” embodies this vision of corporate social responsibility (CSR).
LUXUS PLUS: You are a woman in a historically male-dominated sector. What is your approach to leadership and what message would you like to convey to women who aspire to leadership positions in the agri-food industry?
It’s true that the agri-food sector has, surprisingly, long been dominated by male leadership. But things are changing. I don’t have a particular approach to leadership because I don’t think in those terms. Being a woman in a male-dominated environment has never been a hindrance for me, but rather a source of differentiation. To women who aspire to leadership positions, I would say: be bold. Dare to speak up, dare to apply. Develop your skills, surround yourself with mentors, and don’t wait for someone to come looking for you. The agri-food industry needs diverse perspectives, sensitivity, and boldness: your place in it is not only legitimate, but essential.
LUXUS PLUS: How do you see tea consumption evolving over the next ten years? What emerging trends (health, wellness, etc.) will shape the future of your industry, and how is Dammann Frères preparing for them?
Global tea consumption is growing and is marked by several trends: the search for well-being, which explains the growth in demand for herbal teas and “caffeine-free” teas; sustainability and traceability: tea lovers demand total transparency on the origin of the leaves, agricultural practices, and carbon impact. Brands will have to prove their environmental and social commitment, from leaf to cup; and the premium experience: consumers want to enjoy a complete sensory experience, with exceptional vintages, gastronomic pairings, and tailor-made preparations, somewhat in the manner of wine or specialty coffee.
At Dammann Frères, we have been preparing for these developments for a very long time. The fact that we have our own production site and buy directly from producers makes us one of the few tea companies able to offer this level of quality, traceability, and transparency regarding origins and products. Our teas are more virtuous, more experiential, and more practical than ever before. Our role is to anticipate these expectations while remaining faithful to our expertise, which we have inherited since 1692.
Featured Photo : Erika Le Noan © Dammann Frères
