Good & Proper Tea
Good & Proper Tea is a UK-based, founder-led premium tea company that sources single-origin whole-leaf teas and supplies them to both direct-to-consumer customers via Shopify and to thousands of UK cafes, restaurants, and hotels through wholesale, with a new Tea Concentrates hospitality line launched in 2025.
- Company typePrivate
- Founded2012
- HeadquartersLondon, United Kingdom
- Headcount1–10
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Good & Proper Tea does
Good & Proper Tea Co Ltd is a UK-based, founder-led premium tea company founded in 2012 by Emilie Holmes, operating a dual-channel business that serves both individual tea drinkers (direct-to-consumer) and hospitality businesses (wholesale). The company sources single-origin, whole-leaf teas from producers in India, China, Japan, Sri Lanka, and Malawi, paying above Fairtrade prices and selecting every batch personally for taste. Its product portfolio spans more than 30 SKUs across black, oolong, green, white, herbal, and matcha categories, sold in both loose-leaf and 100% compostable whole-leaf tea bags (SOILON mesh, Natureflex inner, fully recyclable outer packaging). A new Tea Concentrates line launched in May 2025, developed over two years with flavour expert Zoe of Atelier Pip, extends the catalogue into ready-to-serve formats aimed at hospitality operators.
The core commercial engine is a Shopify-powered e-commerce platform with multi-currency support (GBP, EUR, USD), a subscribe-and-save subscription at a 10% discount, and dedicated wholesale ordering for hospitality accounts. Pricing per cup is approximately £0.27–£0.49 depending on SKU and pack size, with tier-specific structures for one-time purchase, subscription, and wholesale (multi-year contract) buyers. The wholesale channel supplies "thousands of the UK's best cafes, restaurants, and hotels," with named flagship accounts including Ottolenghi Restaurants and Compass Group (official tea supplier at The Championships, Wimbledon 2026). Distribution is augmented by content marketing across a blog, Instagram, YouTube, and email, plus event-driven engagement such as the London Coffee Festival and annual Iced Tea and Cocktail competitions for wholesale partners.
The business is privately held with 1–10 employees, B Corp certified (2024), 100% Plastic-Free trustmarked (2019), and consistent Great Taste award recognition from 2022 through 2025. Capital history includes a 2015 Kickstarter and a disclosed $1.13M round in April 2025 (investors undisclosed), suggesting a transition from bootstrapped to lightly capitalised growth. Geographic markets currently explicitly served are the UK, US, France, and Ireland via D2C, with the wholesale book concentrated domestically in UK hospitality.
Good & Proper Tea firmographics
Firmographics- Name
- Good & Proper Tea
- Legal name
- Good & Proper Tea Co Ltd
- Website
- https://goodandpropertea.com
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Good & Proper Tea is a UK-based, founder-led premium tea company that sources single-origin whole-leaf teas and supplies them to both direct-to-consumer customers via Shopify and to thousands of UK cafes, restaurants, and hotels through wholesale, with a new Tea Concentrates hospitality line launched in 2025.
- Ownership category
- akta.pro rank
Good & Proper Tea industry classification
Industry- Product category
- Specialty Tea
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
- akta.pro secondary industries
- Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Instant Tea, Tea Extracts & Concentrates Manufacturing (AFAFADAH), Ready-to-Drink (RTD) Tea Manufacturing (AFAFADAI), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Good & Proper Tea is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Good & Proper Tea business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure
Revenue model
- Direct E-commerce Sales: Direct-to-consumer online sales through Shopify platform. Customers purchase individual products, gift sets, starter kits, and merchandise. Revenue generated from one-time purchases and recurring subscription orders with 10% subscriber discount.
- Wholesale B2B: Wholesale supply to hospitality businesses including cafes, restaurants, hotels, and retailers. Offers over thirty single-origin teas in loose leaf or 100% compostable tea bag formats. Partners receive training, support, and access to exclusive events.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard one-time purchase pricing for individual products |
| Subscription | Monthly | Subscription model with 10% discount on all orders |
| Other | Multi-year contract | Wholesale pricing for hospitality partners |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Good & Proper Tea product offering
Product offeringCore offering
Good & Proper Tea supplies over 30 single-origin whole-leaf teas in loose-leaf and 100% compostable tea-bag formats, alongside matcha and hojicha products, sold direct to consumers via an online store with subscriptions and to UK hospitality businesses via wholesale. In 2025 it launched an exclusive Tea Concentrates line for hospitality partners, developed with flavour expert Zoe from Atelier Pip, and offers tea education, brewing training and tasting events.
Differentiator
Problem solved
Functional benefit
Products and services
- Loose Leaf Single-Origin Teas
Quantifiable outcome
- 4.91/5 rating based on 1,081 reviews on Reviews.io
- +2 more outcomes
Companies that use Good & Proper Tea
Customer profileNamed customers3 records
Segments2 records
Ideal customer profiles2 records
Good & Proper Tea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Good & Proper Tea partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core and flagship.
- Atelier Pip (Zoe)coreWorked with flavour expert Zoe from Atelier Pip (15+ years designing flavour-led drinks programmes for bars, hotels, and restaurants across UK & Europe) to develop signature serves for new Tea Concentrates range. Created Summer Signatures Edit - a visual guide to serving iced tea properly with recipes from simple garnishes to elevated cocktails.
- Compass Group (Wimbledon)flagshipGood & Proper Tea selected as the official tea supplier for The Championships, Wimbledon 2026. Served by Compass Group as official caterers, offering breakfast tea, green tea, herbals, and iced tea varieties.
- Ottolenghi RestaurantsflagshipGood & Proper Tea poured in every Ottolenghi restaurant and deli. Features properly brewed English Breakfast, herbal infusions, signature Matcha serves, and Chamomile Spritz cocktails. Leo from Spitalfields location highlighted as Bar Manager.
- UK Cafe PartnerscoreNetwork of UK cafes serving Good & Proper Tea products including iced teas and specialty serves. Includes Yallah Coffee Penryn, Federal Coffee Bar, Ozone Coffee UK, Daisy Green Collection, Artists Cup, Charlie & Ginger Coffee, and Josie's Place Stockton.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Good & Proper Tea competitors and assessment
Company assessmentDirect peers
- Teapigs: UK-based premium tea brand selling whole-leaf teas in tea bags and loose-leaf form, with both D2C and wholesale channels serving UK hospitality. Closely comparable in positioning, target customer (premium UK cafés, restaurants, hotels), and product format to Good & Proper Tea.
- Bird & Blend Tea Co. UK specialty tea retailer offering loose-leaf and tea bag SKUs, with strong D2C e-commerce, subscription service, and physical retail presence. Direct competitor for the same UK tea-curious consumer and increasingly active in wholesale hospitality.
- Whittard of Chelsea: Long-standing UK specialty tea brand with broad loose-leaf and tea bag range, strong D2C (including physical stores) and wholesale channel into hospitality. Comparable in product breadth and target audience though with a more mass-market positioning.
- Jing Tea: UK premium single-origin tea specialist with strong wholesale presence in high-end restaurants, hotels, and cafés. Closely comparable to Good & Proper Tea in target customer (luxury hospitality), whole-leaf sourcing model, and tea bag / loose-leaf product format.
- Mariage Frères: Heritage French premium tea brand specializing in single-origin and flavoured loose-leaf teas, with global wholesale to high-end hotels, restaurants, and cafés. Directly comparable to Good & Proper Tea in luxury hospitality positioning, single-origin sourcing, and premium price point.
- Harney & Sons: US-based premium tea company offering loose-leaf and tea bag SKUs via D2C e-commerce and wholesale to hospitality. Comparable in product mix and B2B/D2C dual channel approach, though with stronger US distribution where Good & Proper Tea has limited presence.
Broad incumbents
- Twinings: Historic UK tea brand and broad incumbent with extensive food service and hospitality wholesale reach. Operates at a much larger scale and broader portfolio than Good & Proper Tea, but competes in the same UK hospitality tea-buying RFPs.
- Clipper Tea: UK-based ethical/ Fairtrade tea brand with strong sustainability credentials (organic, Fairtrade) and significant wholesale and grocery distribution. Comparable in sustainability positioning and B2B hospitality reach, though a much larger established player.
- Yorkshire Tea: Bestselling UK tea brand with deep wholesale and hospitality penetration, including tea bag and loose-leaf formats. Operates at a fundamentally larger scale and competes for the same UK hospitality tea-buyer relationships, though at a more mass-market price point.
- T2 Tea: Premium specialty tea retailer with strong D2C, global wholesale, and retail store footprint. Comparable to Good & Proper Tea in style and product range but operates at a much larger international scale and broader product portfolio.
Market position
Strengths5 records
Weaknesses2 records
Competitive moat5 records
Key risks6 records
Key highlights6 records
Customer concentration
Good & Proper Tea social profiles
Digital presenceGood & Proper Tea financial estimates
Financial estimateRevenue estimate
Valuation estimate
Good & Proper Tea leadership team
Management profileNumber of profiles
Profiles1 record
Good & Proper Tea funding detail
Funding detailFunding overview
Funding rounds2 records
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Good & Proper Tea M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Good & Proper Tea
What does Good & Proper Tea do?
Good & Proper Tea supplies over 30 single-origin whole-leaf teas in loose-leaf and 100% compostable tea-bag formats, alongside matcha and hojicha products, sold direct to consumers via an online store with subscriptions and to UK hospitality businesses via wholesale. In 2025 it launched an exclusive Tea Concentrates line for hospitality partners, developed with flavour expert Zoe from Atelier Pip, and offers tea education, brewing training and tasting events.
Is Good & Proper Tea a public or private company?
Good & Proper Tea is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Good & Proper Tea founded?
Good & Proper Tea was founded in 2012. It employs 1 to 10 people.
Where is Good & Proper Tea based?
Good & Proper Tea is headquartered in London, United Kingdom, in the Europe region.
How does Good & Proper Tea make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale B2B.
Who are Good & Proper Tea's main competitors?
Direct peers on record are Teapigs, Bird & Blend Tea Co., Whittard of Chelsea, Jing Tea, Mariage Frères and Harney & Sons. Broad incumbents are Twinings, Clipper Tea, Yorkshire Tea and T2 Tea.
Does Good & Proper Tea have an API?
No public API is recorded for Good & Proper Tea.
What industry is Good & Proper Tea in?
Good & Proper Tea's product category is Specialty Tea. Its primary akta.pro industry code is CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates), with a secondary code of AFAFADAJ, Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing. Its NAICS code is 311920 and its SIC code is 2080.