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Borders, Inc. and Seattle’s Best Coffee LLC, a subsidiary of Starbucks Corporation, have signed a licensing agreement to place Seattle’s Best Coffee (SBC) cafés in more than 400 existing and new stores beginning in early 2005.
The SBC cafes at Borders will continue to be managed and staffed by Borders employees, who will be trained on SBC brand standards and procedures. SBC will also provide brand direction and oversight, as well as in-store promotional support.
Starbucks Corporation says this agreement was designed to leverage both the brand recognition and licensing experience of Seattle’s Best.