Tchibo founded in 1949 in Hamburg, Germany is a chain of coffee retailers and cafés, also known for its weekly-changing range of other products. The latter includes: clothing, household items, electronics and electrical appliances. In Germany, The brand’s slogan is “Every week a new world” (German: Jede Woche eine neue Welt); With over 1000 shops, the store is one of Germany’s biggest shop chains. Tchibo has 12,300 employees worldwide (2012), of which 8,400 are located in Germany. Tchibo expanded its product range, and is now selling services such as travel, insurance and mobile phone contracts. Their roasted coffee market leader in Germany , Austria, Poland and the Czech Republic and one of the leading e-commerce companies in Europe. In the UAE the products are sold through exclusive stores located in leading shopping malls and through Brands for Less outlets.