HTeaO Appoints New CEO and Secures Majority Investment
HTeaO, a Texas-based iced tea franchise, has appointed Brian Wise as its new CEO. Wise previously served as chief operating officer at Freddy's Frozen Custard & Steakburgers for four years and brings extensive franchise experience to the role. He succeeds co-founder Justin Howe, who now serves as executive chairman of the board. The leadership change coincides with a significant investment from Dallas-based private equity firms Trive Capital and Crux Capital, which acquired a majority stake in HTeaO earlier this year. The new ownership aims to accelerate store development and enhance infrastructure and technology for future growth. HTeaO has experienced rapid expansion, growing from 67 stores at the end of 2022 to over 187 as of late 2025. Free-standing franchise units averaged $1.1 million in sales last year.
Topics: Beverage Industry Franchising Private Equity Investment