Last April, Bacha Coffee opened its first European flagship store in the heart of the Champs-Élysées, celebrating Arabica coffee with elegance and ambition. Behind this controlled expansion is Taha Bouqdib, a discreet but influential entrepreneur at the helm of the V3 Gourmet group (TWG Tea, Bacha Coffee, Le Cabestan, Lily’s, Maison Alexis, etc.). At the crossroads of entrepreneurship, diplomacy, and culture, he embodies a global, committed, and resolutely contemporary vision of luxury.
Luxus Magazine met with him to discuss his inspiration, his love of coffee, and his concept of refinement.
Taha Bouqdib, a French-Moroccan entrepreneur born in Rabat in 1969, is a major figure in the international luxury industry. With over 30 years of experience in high-end distribution, he has established himself as a visionary in the art of designing, developing, and implementing exceptional concepts. From Paris to Marrakech, via Rabat and Singapore, where he resides, he has built a career based on excellence, creativity, and a keen understanding of the expectations of luxury customers.
Dar El Bacha à Marrakech © Bacha Coffee
Founder of the V3 Gourmet group, he is behind TWG Tea, a luxury tea brand launched in 2008 and now present in over 50 countries. He also orchestrated the revival of Bacha Coffee, a historic establishment relocated to Dar el Bacha in Marrakech. This ambitious project paved the way for the brand’s rapid expansion, which now has a presence in 11 countries with around 30 prestigious locations. Bacha Coffee offers a unique collection of more than 200 100% Arabica coffees, accompanied by immersive coffee experiences.
Combining operational rigor with a culture of art de vivre, Taha Bouqdib stands out for his ability to embody contemporary luxury rooted in heritage values. His keen eye for detail and passion for aesthetics earned him the DFA Design Leadership Award from the Hong Kong Design Center. He sits on the board of directors of the Moroccan Agency for Investment and Export Development (AMDIE), is Honorary Consul of Morocco in Singapore, and has been awarded the rank of Officer of the National Order of Merit by His Majesty King Mohammed VI.
INTERVIEW:
Luxus Magazine: What prompted you to relaunch Bacha Coffee, a historic brand founded in Marrakech in 1910?
Taha Bouqdib: I had the immense privilege of being invited to breathe new life into Bacha Coffee, and I accepted without hesitation. The inspiration came to me the day I rediscovered the Dar El Bacha café in Marrakech. As soon as I entered this place steeped in history, I was deeply moved. There was an almost sacred silence, an atmosphere of serenity that gave the impression of a sleeping beauty—a forgotten jewel of Moroccan heritage.
As a Moroccan, I felt a deep responsibility to revive this iconic place with the utmost care. For two years, we worked to restore the space while respecting its soul, its architecture, and its heritage status, with the ambition of revealing all its original splendor.
The response was immediate and overwhelming. Visitors from all over the world returned day after day. It was then that I realized we had recreated something precious. Since then, Bacha Coffee has grown to 33 locations in 12 major cities around the world. Yet wherever we go, the soul of the brand remains deeply Moroccan. What we have built goes beyond the simple concept of a coffee house—it is a celebration of heritage and connection.
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Featured photo: Taha Bouqdib © Bacha Coffee
