P & T

What P & T does

P&T (Paper & Tea) is a Berlin-founded (2012) premium organic specialty tea retailer operating an omnichannel direct-to-consumer model across Europe. The product portfolio centers on loose-leaf teas spanning green, black, white, oolong, pu-erh, herbal, fruit, Earl Grey, and Chai categories, complemented by matcha and tea powders sourced directly from origins including Kagoshima (Japan), India, China, South Africa, Malawi, Greece, Nepal, and South Korea under DE-ÖKO-070 organic certification. A teaware line (kettles, pots, cups, preparation tools, on-the-go vessels) plus gift sets, gift vouchers, customizable bundles, and iced tea/cold brew SKUs round out the assortment.

The business runs a three-pronged distribution model: a localized e-commerce storefront (paperandtea.com) shipping to 27 European countries, 15+ owned physical retail stores across Germany, the Netherlands, Austria, and Switzerland (including a KaDeWe Berlin concession), and a small set of experiential services (in-store tea tastings, High Tea events). The technical stack is a standard Shopify-based e-commerce platform with no disclosed proprietary systems, APIs, or AI/ML components; personalization is delivered through a tea quiz, a bundle builder, and the tiered My Dear Club loyalty program (First Flush, Silver Needle, Golden Tip). Pricing is unit-based at €4–€189, with free shipping above €99 and a 14-day return policy.

The go-to-market combines product-led growth (bundle builder, tea quiz, loyalty), direct-to-consumer retail, and event-driven experiential engagement, supported by content marketing (P&T Magazine, Instagram, email, WhatsApp). Customers are fragmented individual consumers and gift buyers with no enterprise anchor accounts disclosed, generating largely transactional revenue with a modest recurring component from the loyalty program. Ownership is private, with three early-stage funding rounds recorded between 2013 and 2015 (IBB Ventures, HOWZAT Partners, Business Angels Club Berlin-Brandenburg) and no subsequent institutional capital events in the data.

Name

P & T

Legal name

Paper & Tea

Website

https://paperandtea.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

101–250 employees

Short description

P&T (Paper & Tea) is a Berlin-founded premium organic specialty tea retailer selling loose-leaf teas, matcha, and teaware through an e-commerce platform shipping to 27 European countries and 15+ owned retail stores across Germany, the Netherlands, Austria, and Switzerland.

Ownership category

akta.pro rank

Product category

Specialty Tea Retail

akta.pro primary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

akta.pro secondary industries

Tea Rooms & Tea Cafes (THAFADAF), Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Specialty Tea Shops (Loose-Leaf, Tea Bars) (THAFAKAD)

Keywords

• Specialty tea retail
• Organic loose leaf tea
• Matcha and teaware
• Tea accessories
• Tea gift sets

Headquarters

HQ city

Berlin

HQ country

Germany

HQ region

Europe

Offices15 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Operations, Personnel, Marketing or Sales, Infrastructure

Revenue model

1. Tea Products: Sale of loose leaf teas including matcha, green, black, white, oolong, pu-erh, herbal, and fruit teas across multiple origins (Japan, China, India, South Africa, Thailand, etc.)
2. Tea Accessories & Teaware: Sale of tea preparation equipment including kettles, tea pots, cups, mugs, strainers, matcha bowls, whisks, and on-the-go vessels.
3. Gift Products: Sale of gift sets, starter bundles, tea tasting experiences, and gift vouchers for gifting occasions.
4. Loyalty Program Revenue: MY DEAR CLUB loyalty program generating repeat purchases through points accumulation and tiered benefits (First Flush, Silver Needle, Golden Tip levels).

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

P & T sells premium organic loose-leaf teas, matcha and tea powders, tea accessories and teaware, gift sets and bundles, iced teas, and gift vouchers through its owned e-commerce platform (paperandtea.com) and 15+ physical retail stores across Germany, Netherlands, Austria, and Switzerland. The offering is complemented by in-store tea tasting events and a tiered loyalty program (My Dear Club).

Product overview

P&T is a premium organic tea retailer operating across Europe with both e-commerce and 15 physical retail stores. The product portfolio centers on loose-leaf teas across 8+ categories (green, black, white, oolong, pu-erh, herbal, fruit, chai), complemented by matcha and specialty tea powders sourced primarily from Japan and South Africa. The offering extends to tea accessories (kettles, pots, cups, preparation tools, on-the-go vessels), pre-configured and customizable gift bundles, iced tea/cold brew ready-to-brew products, and experiential services including in-store tea tastings. A loyalty program (My Dear Club) with tiered membership incentivizes repeat purchases. The multi-channel model combines digital commerce with physical retail destinations across Germany, Netherlands, Austria, Switzerland, and beyond.

Differentiator

Problem solved

Functional benefit

Products and services

• Loose Leaf Tea Collection Premium organic loose-leaf teas across 11+ categories (green, black, white, oolong, pu-erh, herbal, fruit, chai, Earl Grey, tea blends, iced tea), sourced from Japan, China, India, Taiwan, South Africa, Malawi, Greece, Nepal, South Korea, and Thailand. Sold as single-origin and blended varieties in retail packaging for individual consumers.
• Matcha and Tea Powders Japanese matcha powders (Everyday Matcha, Ceremonial Matcha, Culinary Matcha), Hojicha powder, and Rooibos powder sourced from Kagoshima, Japan and South Africa, with European organic certification. For tea enthusiasts and matcha lifestyle adopters.
• Tea Accessories and Teaware Teaware including electric kettles (Tea Fellow Corvo Pro), tea pots (Cylinder Pot, Sumo Tea Pot), cups and mugs, preparation tools, and on-the-go items (My Dear Bottle, Nomad Bottle, Matcha Sticks). Designed for tea preparation and matcha ritual.
• Gift Sets and Bundles Pre-configured and customizable tea gift sets including Matcha Starter Kit, Matcha Essentials Set, Starter Pack Bundle, On The Go Bundle, Tea Set Bundle, and Mix & Match bundle builder allowing customers to create personalized selections.
• Iced Tea and Cold Brews Ready-to-brew iced tea blends including Perfect Sundowner, Sandy Feet Joy, Wonderful Short Nights, Fancy Tan Line, Summer Love Affair, and seasonal limited editions for warm-weather and cold-brew consumption.
• Tea Tasting Events In-store and event-based tea tasting experiences where customers can explore the tea collection with guidance from P&T experts, available across European store locations including High Tea events.
• Gift Voucher Digital and physical gift vouchers available in various denominations, redeemable for any P&T products in-store or online.
• Earl Grey Collection Specialized Earl Grey tea blends including Golden Earl, White Earl, Blue Earl, Red Earl, Brave New Earl, and Jackie & Earl gift set, featuring bergamot oil from Italy.
• Chai Tea Collection Spiced chai tea blends including Hariman Classic Chai, Bollywood, Deep Asana, and Mumbai Express gift set featuring Indian-inspired spice combinations.
• P&T My Dear Club Loyalty Program Multi-tiered membership program with levels (First Flush, Silver Needle, Golden Tip) offering points collection, exclusive access to limited-edition products, promotions, event invitations, and birthday rewards for repeat customers.
• Matcha Sticks Convenient matcha powder sticks for on-the-go preparation, box of 10 individual portions with almond, calendula, and fresh grass flavor notes.

Named customers3 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• TeeGschwendner: Germany's leading specialty tea retailer with a network of specialty tea shops across the country. Direct competitor to P&T with similar premium positioning, curated tea portfolio, and in-store tasting experiences. Both target German-speaking specialty tea consumers with multi-origin sourcing.
• T2 Tea: Australian specialty tea retailer and brand with extensive global retail presence (300+ stores). Comparable to P&T in offering curated loose-leaf teas, matcha, accessories, gift sets, and experiential in-store tasting formats. Similar premium DTC positioning targeting design-conscious tea enthusiasts.
• Kusmi Tea: Premium tea brand founded in 1867 with strong European retail presence (Paris-based) and global distribution. Direct peer to P&T in offering loose-leaf teas, matcha, gift sets, and wellness-focused blends. Both target premium consumers with curated multi-origin portfolios and modern DTC e-commerce.
• Adagio Teas: US-based online-first specialty tea retailer known for its customizable blend builder and broad loose-leaf catalog. Comparable to P&T in offering loose-leaf teas, matcha, and accessories with strong DTC e-commerce focus and customization features, though Adagio is digital-only.
• Mariage Frères: Iconic French premium tea house founded in 1854, with flagship tea salons in Paris and global distribution. Comparable to P&T as a premium European tea brand with direct sourcing, gift set positioning, and physical retail salons. Both serve affluent consumers seeking premium tea experiences and curated blends.
• Harney & Sons: American premium tea company founded in 1983, offering loose-leaf teas, sachets, and gift collections via DTC and select retail. Comparable to P&T as a family-owned specialty tea brand emphasizing direct sourcing, quality, and premium gifting positioning.
• Tea Forte: US premium tea brand specializing in handcrafted pyramid tea sachets, gift collections, and tea accessories. Comparable to P&T in premium DTC positioning, elegant packaging, and gift-focused product strategy targeting affluent consumers and corporate gifting segments.
• Whittard of Chelsea: British specialty tea and coffee retailer founded in 1886 with flagship Chelsea store and international retail expansion. Direct peer to P&T in offering premium loose-leaf teas, gift sets, accessories, and tea experiences across physical retail and e-commerce. Both compete for European specialty tea consumers.

Broad incumbents

• Teavana (Starbucks): Premium tea brand acquired by Starbucks, offering loose-leaf teas, RTD teas, and tea accessories primarily through Starbucks retail and select specialty channels. Comparable to P&T as a premium tea brand, but operates as part of Starbucks' broader portfolio rather than as a standalone specialty player.
• Twinings: Historic British tea brand (est. 1706) and global incumbent offering mass-market and premium loose-leaf teas, tea bags, and iced teas through grocery, hospitality, and DTC channels. Comparable to P&T as a multi-origin tea brand serving European consumers, but competes primarily on price/availability at scale rather than specialty curation.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/paperandtea
• Xx.com/paperandtea
• Facebookfacebook.com/paperandtea

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Funding overview

Funding rounds3 records

Investors3 records

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 P & T