The inspiration to launch PIMS in Dubai sprouted from the enthusiasm of Arab guests at our Moscow location, expressing a strong desire for a Dubai presence. Witnessing extensive queues, spanning around 30 meters, and hearing the resounding demand from our Arab patrons, propelled us to expand and introduce PIMS to Dubai.
PIMS, founded by Artur Shusteriovas and Gleb Golubev in 2018, isn’t merely a tea brand—it’s an invitation to a sensory journey. Crafted after two years of relentless exploration and experimentation, PIMS introduces an extraordinary beverage concept that is conventional refreshment. Its innovative formula has over 20 distinctive tea combinations, complemented by the exclusive PIMS Cream, taking you to a journey of flavors.
PIMS has firmly established itself across 30 locations, primarily in Russia and Dubai, with 30 additional locations in project stages set to open in Qatar, Georgia, and Azerbaijan. PIMS is also strategizing to launch in Spain, the UK, Greece, China, the USA, Cyprus, and Armenia.
Gleb Golubev, Founder of PIMS, emphasizes, “PIMS isn’t just a beverage, it’s an odyssey into uncharted flavors, a catalyst for discovery and inspiration.” With over 20 combinations of fermented tea, fresh fruits, and an array of toppings, PIMS tea redefines taste perceptions , unveils a spectrum of flavors in every cup. The secret ingredient, PIMS Cream, is a new facet of tea, ensuring every PIMS encounter is a discovery.
At the core of PIMS lies its vibrant community of dreamers, artists, and freethinkers sharing common values. The brand sparks creativity, urging individuals to new spaces one cup of PIMS at a time.
PIMS employs a unique beverage production process, an original innovation optimizing brewing operations, allowing the creation of over 5,000 beverages daily within a compact 20 square meter space. The brand’s original cream, crafted from a confidential recipe, sets it apart in the industry, offering an exclusive experience to PIMS enthusiasts.
Operating in JBR, PIMS organizes events, workshops, and collaborations with brands like TopStretching and Electra Bike, creating a dynamic environment for its community. The brand’s collaboration initiatives have solidified its position among creators, establishing itself as a hub for innovation and creative exchange.
PIMS disrupts norms by infusing gastronomy with virality, presenting pastries in bold, creative styles that captivate, intrigue, and generate user-generated content. The PIMS visual style, a seamless blend of minimalism and vibrancy evokes emotions, transforming every visual into a sensory delight.
Recognized for its energizing fermented teas, PIMS has garnered a loyal following, winning over fans worldwide. The brand’s commitment to using real milk, genuine fermented tea, and organic ingredients underscores its dedication to purity and transparency in every sip.
The concept of opening PIMS in Dubai was sparked by the influx of Arab guests at PIMS in Moscow, expressing their desire for a Dubai outpost. The queues stretching 30 meters in Moscow and the overwhelming demand from Arab patrons served as catalysts for the Dubai expansion.
PIMS Tea, with its exclusive content and dedication to quality, aims to build trust by offering an experience that exceeds expectations. It’s not just about tea; it’s about an immersive encounter,a reason for every individual to explore the unexplored, discover new flavors, and be a part of a vibrant, welcoming community.
