What Hope & Glory does

Hope & Glory is a UK-based direct-to-consumer tea company founded in 2015 and headquartered in Stevenage that markets premium organic and Fairtrade-certified loose-leaf teas, tea pyramids, and herbal tisanes. Operating with a small team of 1–10 employees, the company maintains an e-commerce storefront at hopeandglorytea.com and two physical T Room locations embedded inside the Waldorf Hotel (Aldwych, London) and the Abbey Hotel (Bath). The product range spans more than 20 SKUs organised into Classic, Delicate, Nurturing, Signature, and Exclusive categories, including black teas (Assam, English Breakfast, Earl Grey, Darjeeling), green teas (Chaquoing Green, Japanese Sencha, Jasmine Pearls), oolong (Milky Oolong), white teas (Virgin White, White Assam), herbal infusions (Chamomile, Peppermint, Rooibos, Relax, Blue Velvet), and proprietary signature blends (Masala Chai, Vanilla Chai, Turmeric Chai, Red Velvet). Select blends have won Great Taste Awards in 2016 and 2018, and the company holds Soil Association organic and Fairtrade International certifications; pricing ranges from £12.95 for entry-level SKUs to £107.95 for Virgin White Tea.

The underlying technology stack is a standard WordPress-based e-commerce platform with subscription management capabilities; no mobile app, proprietary trading technology, or public APIs are disclosed. Products are priced in GBP with free UK shipping above £25 and a recurring subscription tier (Tea Club) that provides a 20% discount across the catalogue.

Revenue is generated through four streams: (i) one-time D2C e-commerce sales of loose-leaf teas, tea pyramids, mixed boxes, teaware, and accessories; (ii) recurring tea subscriptions via the Tea Club, providing predictable monthly revenue; (iii) bespoke and corporate gifting solutions (12 disclosed corporate logos and a dedicated trade enquiries page); and (iv) in-person tea service through the two hotel-based T Rooms. Marketing combines content (Tea Academy, brewing guides, recipes), SEO with a tea-finder tool, email campaigns (e.g. TEA10 promo code), and trade-channel outreach for B2B partnerships.

Name

Hope & Glory

Legal name

Hope & Glory

Website

https://thehopeandglory.co.uk

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

1–10 employees

Short description

Hope & Glory is a UK-based, direct-to-consumer premium organic and Fairtrade tea brand founded in 2015, selling loose-leaf teas, herbal infusions, and proprietary signature blends via e-commerce, subscriptions, bespoke corporate gifting, and two hotel-based T Room locations in London and Bath.

Ownership category

akta.pro rank

Product category

Premium Organic Tea

NAICS

Coffee and Tea Manufacturing (311920)

akta.pro primary industry

Tea Blending & Flavoring (AFAFADAG)

akta.pro secondary industries

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Specialty Tea Shops (Loose-Leaf, Tea Bars) (THAFAKAD)

Keywords

• Premium organic tea
• Loose leaf tea
• Fairtrade tea blends
• Tea subscription service
• Corporate tea gifting

Headquarters

HQ city

Stevenage

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure, Technology or R&D

Revenue model

1. Direct Tea Sales: E-commerce sales of loose leaf teas, tea pyramids, and tea accessories directly to consumers. Products range from £12.95 to £107.95 per item.
2. Tea Subscriptions: Recurring subscription model offering 20% savings on regular purchases of tea products, generating predictable recurring revenue from tea club members.
3. Bespoke & Corporate Gifts: B2B custom gifting solutions for corporate clients, including bespoke tea blends and branded packaging for businesses.
4. T Room Retail: Physical tea room locations at Waldorf (London) and Abbey Hotel (Bath) serving tea beverages and building brand awareness.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

Hope & Glory manufactures and markets premium organic and Fairtrade loose leaf teas, tea pyramids, and herbal tisanes, offering over 20 distinct blends across black, green, oolong, white, and signature categories. The company sells directly to consumers through an e-commerce platform and physical T Rooms in London and Bath, while also providing bespoke corporate gifting solutions and a subscription tea club.

Product overview

Hope & Glory is an organic and Fairtrade tea company offering a diverse portfolio of premium tea products across multiple formats. The core product line consists of over 20 distinct tea varieties including black teas (Assam, English Breakfast, Earl Grey, Darjeeling), green teas (Chaquoing Green, Japanese Sencha, Jasmine Pearls), oolong teas (Milky Oolong), white teas (Virgin White, White Assam), herbal tisanes (Chamomile, Peppermint, Rooibos, Relax Tea, Blue Velvet), and specialty blends (Masala Chai, Vanilla Chai, Turmeric Chai, Red Velvet, Lemongrass & Ginger). Products are available in loose leaf and tea pyramid formats, with additional offerings including mixed boxes, teaware accessories, gift sets, and subscription services. The company operates T Rooms (physical tea rooms) in London and Bath, and provides bespoke corporate gifting services.

Differentiator

Problem solved

Functional benefit

Products and services

• Loose Leaf Teas (Assam, Darjeeling, English Breakfast, Earl Grey, Chaquoing Green, Japanese Sencha, Jasmine Pearls, Milky Oolong, Lapsang Souchong, White Assam, Virgin White, Rooibos, Red Velvet, Masala Chai, Vanilla Chai, Turmeric Chai, Classic Chai, Blue Velvet, Vanilla Breakfast) Over 20 premium, handpicked whole-leaf organic and Fairtrade tea varieties in loose leaf format, spanning black, green, oolong, white, herbal tisanes, and signature blends. Intended for individual tea enthusiasts and gifting.
• Tea Pyramids Pyramid-shaped tea bags containing whole leaf tea for a premium steeping experience, available across the company's tea range.
• Mixed Selection Boxes Curated mixed selection boxes containing multiple tea varieties, allowing customers to explore different blends in a single purchase.
• Teaware and Accessories Tea brewing equipment and accessories (teaware) to complement the company's tea products.
• Gift Sets Pre-packaged tea gift sets suitable for various occasions, leveraging the company's premium tea range.
• Tea Subscriptions (Tea Club) Recurring tea subscription service providing regular shipments of tea blends with 20% member savings and Tea Club membership benefits.
• Bespoke and Corporate Gifts Customised tea gift solutions for corporate clients, including bespoke blends and branded packaging, delivered through a quote-based B2B trade channel.
• T Rooms (Waldorf London and Abbey Hotel Bath) Physical tea rooms operated within the Waldorf Hotel in London and the Abbey Hotel in Bath, offering in-person tea service experiences to hotel guests and visitors.

Named customers3 records

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Two partnerships are on record, tiered core.

• Waldorf Hotel LondoncoreStrategic or Co-development PartnerT Room partnership at the Waldorf hotel in central London. Hope & Glory operates an experiential tea room within the hotel premises, serving tea to hotel guests. The partnership provides brand visibility in a premium hospitality setting.
• Abbey Hotel BathcoreStrategic or Co-development PartnerT Room partnership at the Abbey Hotel Bath. Hope & Glory operates an experiential tea room within the hotel premises, serving tea to hotel guests. The partnership provides brand visibility in a premium hospitality setting.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Teapigs: UK premium loose-leaf tea brand selling whole-leaf teas, tea pyramids, and gift sets through DTC e-commerce and physical retail — directly competes with Hope & Glory in the same product format, customer base, and price tier.
• Bird & Blend Tea Co. UK specialty tea brand offering signature blends, tea subscriptions, and physical tea shops — directly comparable to Hope & Glory in DTC + subscription + tea room omnichannel strategy.
• Clipper Tea: UK organic and Fairtrade tea brand (owned by Wessanen/Kallo) selling through grocery and DTC — directly comparable in ethical-sourcing positioning and broad tea range targeting UK consumers.
• Whittard of Chelsea: UK heritage tea retailer offering loose-leaf teas, gift sets, and in-store tea bars — directly comparable on premium tea positioning, hospitality retail experience, and B2B gifting channels.
• Canton Tea Co. UK specialty loose-leaf tea merchant selling premium single-estate and signature blends direct to consumers — directly comparable on product format, premium pricing, and DTC focus.

Broad incumbents

• Twinings: One of the world's largest tea brands with a broad UK portfolio spanning premium loose-leaf to mass-market bagged teas — competes broadly with Hope & Glory but operates at far greater scale across retail and foodservice.
• Yorkshire Tea (Betfred Taylors): One of the UK's leading tea brands with broad grocery distribution and a strong everyday-premium position — competes with Hope & Glory in the premium UK tea segment but at significantly larger scale.
• Fortnum & Mason: Iconic UK heritage retailer with a premium own-label tea range, gift hampers, and in-store tea counter at its Piccadilly flagship — overlaps with Hope & Glory on premium tea, gifting, and hospitality experiences.

Regional players

• T2 Tea: Australian-origin specialty tea brand with flagship experiential tea rooms and signature blends — comparable to Hope & Glory on product format and tea-bar retail model, but primarily serves Australia/APAC rather than the UK.

Emerging players

• Republic of Tea: US-based specialty tea brand offering loose-leaf teas, signature blends, and a tea-of-the-month subscription — directly comparable on DTC, subscription, and ethical/premium positioning, though it primarily serves the US market.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/thehopeandglory

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Funding overview

Funding rounds1 record

Investors1 record

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Hope & Glory