Mel Elias

Background

Elias was born in Kuala Lumpur, Malaysia, and raised in Singapore.

Career

After serving in the Singapore Army for two-and-a-half years, he earned a law degree from the London School of Economics and Political Science. He practised law in Singapore and, as director of development for the Sunvic Group, opened and operated a Tower Records franchise in Malaysia. The Coffee Bean and Tea Leaf The Coffee Bean & Tea Leaf was founded in 1963.

Elias joined the company as a marketing manager in 1997, opening the first branch in Kuala Lumpur.

He is the brother-in-law of Victor Sassoon and Sunny Sassoon, who purchased Coffee Bean in 1998. Elias moved to Los Angeles in 1999, to work out of the company"s main office.

Helping to transform the company from a family-run business to a structured business enterprise, he became vice-president of operations in 2000, was chief operating officer from 2001 until 2008, and became president and Chief Executive Officer in 2008. He remained in that role until stepping down at the end of 2013, moving to the company"s board of directors.

In his 14 years with the company, Elias helped it grow from 34 to over 850 stores worldwide, opening both franchise and company-owned stores in the United States and 28 other countries.

As president and Chief Executive Officer, Elias focused specifically on growth in Southern California, and in emerging and developed markets in Asia. He presided over the company"s foray into single-serve coffee makers, through the sub-brand CBTL, which are sold in stores in the United States and Asia, and use Coffee Bean & Tea Leaf coffee and tea capsules. The at-home system was conceived, created and distributed in less than a year.

lieutenant was introduced in 2010 and 2011 in over 4,000 locations in the United States and Asia.

Other ventures Since 2008, Elias has served as a non-executive director of investment firm Miroma Ventures. In 2014, Elias acquired Los Angeles-based music recording studio Wava Studios.

Achievements

• Enterprise Award, Singapore Business Awards, 2012 Finalist, Consumer Services category, Ernst & Young Entrepreneur of the Year Award, Greater Los Angeles, 2013.