JING Tea
JING Tea is a UK-based, founder-led premium tea company founded in 2004 that sources single garden loose leaf teas directly from Asian tea masters and sells them globally via DTC e-commerce and B2B wholesale to luxury hotels and restaurants.
- Company typePrivate
- Founded2004
- HeadquartersLondon, United Kingdom
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What JING Tea does
JING Tea Ltd is a UK-based private company founded in 2004 by Ed Eisler, headquartered in London, that sources single garden, single origin loose leaf teas directly from tea masters across China, India, Taiwan, Japan, and Sri Lanka and sells them under its own brand. Its product range spans signature loose leaf teas, biodegradable pyramid tea bags, ceremonial and latte matcha, and proprietary teaware including the trademarked Tea-ieres™ borosilicate glass infuser vessels. Distribution runs through two channels: a global direct-to-consumer e-commerce store on jingtea.com shipping to roughly 100 countries with free UK delivery above £60, and a B2B wholesale operation supplying luxury hotels and restaurants with teas, branded teaware, staff training, and menu consultation, supported by a self-service trade portal.
The business model is premium specialty retail — unit-priced one-time purchases (typically $17–$50 per tea, $31–$140 per tea bag box, $35–$52 for teaware, $61–$105 for gift sets) — supplemented by B2B contract supply. Customer segments include premium individual tea enthusiasts, gift buyers, and luxury hospitality accounts such as Jumeirah Zabeel Saray, The Berkeley, Tate Britain, The Ivy, and Phoenicia Hotel Malta. Differentiation rests on 20+ years of direct garden sourcing, full provenance storytelling via the Jing Journal content platform, third-party validation (EcoVadis Platinum 2025, Great Taste Awards in 2023 and 2024), and sustainability commitments (target of 80% organic or pesticide-free by end 2024 and 100% traceability by 2025). Headcount is 51–100 and the company is founder-led with no disclosed external funding.
JING Tea firmographics
Firmographics- Name
- JING Tea
- Legal name
- JING Tea Ltd
- Website
- https://jingtea.com
- Company type
- Private
- Founded year
- 2004
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- JING Tea is a UK-based, founder-led premium tea company founded in 2004 that sources single garden loose leaf teas directly from Asian tea masters and sells them globally via DTC e-commerce and B2B wholesale to luxury hotels and restaurants.
- Ownership category
- akta.pro rank
JING Tea industry classification
Industry- Product category
- Specialty Loose Leaf Tea
- NAICS
- Coffee and Tea Manufacturing (311920)
- akta.pro primary industry
- Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
- akta.pro secondary industries
- Ready-to-Drink (RTD) Tea (CRADAHAD), Specialty Tea Shops (Loose-Leaf, Tea Bars) (THAFAKAD), Tea Rooms & Tea Cafes (THAFADAF)
Keywords
Where JING Tea is headquartered
LocationHeadquarters
- HQ city
- London
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
JING 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
- E-commerce Retail (B2C): Direct-to-consumer online sales through jingtea.com. Customers purchase individual teas, gift sets, and teaware. Products available in multiple formats including loose leaf and tea bags with various size options.
- Wholesale to Hospitality: B2B supply to luxury hotels and restaurants. Range includes wholesale loose leaf tea, tea bags, matcha, tea concentrates, sparkling tea, and teaware. Dedicated support team for training and menu consultation.
- Teaware and Accessories: Sale of brewing equipment including Tea-ieres, glass cups, saucers, matcha accessories, tea scoops, timers, and refill caddies to support tea preparation at home and in commercial settings.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Signature Tea Range |
| Unit Pricing | Pay-as-you-go | Tea Bags |
| Unit Pricing | Pay-as-you-go | Teaware |
| Unit Pricing | Pay-as-you-go | Gift Sets |
| Unit Pricing | Pay-as-you-go | Matcha Products |
Go-to-market motion2 records
Distribution channels3 records
Marketing channels5 records
JING Tea product offering
Product offeringCore offering
JING Tea sources and sells single garden, single origin loose leaf teas (black, green, white, oolong, herbal, matcha, puerh), biodegradable pyramid tea bags, and proprietary Teaware (including the Tea-ieres™ glass infuser) through its jingtea.com DTC store globally and through a dedicated B2B wholesale program serving luxury hotels and restaurants. The product range spans signature teas priced $17–$50+ per unit, gift sets, and accessories, supported by educational content via the Jing Journal.
Differentiator
Problem solved
Functional benefit
Products and services
- Signature Loose Leaf Teas Single garden, single origin loose leaf teas (black, green, white, oolong, herbal, matcha, puerh) sourced directly from master tea producers across Asia's great tea regions, priced $17–$50+ per unit for individual consumers and hospitality use.
- Biodegradable Pyramid Tea Bags Biodegradable pyramid-shaped tea bags filled with the same premium whole-leaf teas, allowing full unfurling and infusion for a full-flavoured cup without loose leaf preparation; priced from $31.
- Teaware and Accessories (incl. Tea-ieres™) Brewing equipment including the proprietary Tea-ieres™ borosilicate glass infusers with built-in lid filter, Tea Pots, Tea Cups & Mugs, Matcha Essentials, and Tea Accessories, sold for at-home and commercial brewing.
- Tea Gift Sets and Starter Sets Pre-curated gift sets bundling signature teas with teaware, including the Signature Tea Bag Starter Set, Assam Breakfast Gift Set, and Dragon Well Gift Set, priced $61–$105, plus digital gift cards.
- Matcha Products Ceremonial-grade matcha products including Ceremonial Latte Matcha ($38), Organic Matcha Ceremonial Grade ($41 / 30g), and the Matcha Shaker ($52), supported by a Matcha Essentials teaware collection.
- Wholesale Tea Program for Hospitality B2B wholesale supply of loose leaf teas, tea bags, matcha, tea concentrates, sparkling tea, and teaware to luxury hotels and restaurants, with a dedicated sales team providing in-person/online training, menu consultation, service design, and ongoing innovation support.
Quantifiable outcome
- Top 1% EcoVadis sustainability rating
- +2 more outcomes
Companies that use JING Tea
Customer profileNamed customers5 records
Segments3 records
Ideal customer profiles2 records
JING Tea technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
JING Tea partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- Jumeirah Zabeel SaraycoreLuxury Dubai hotel served by JING Tea. Reported 25% growth in loose tea sales after switching to JING, attributed to quality improvements, JING teaware, and comprehensive staff training programme provided by JING.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
JING Tea competitors and assessment
Company assessmentDirect peers
- Harney & Sons: US-based premium loose leaf tea brand with direct sourcing from global tea regions, sold DTC and through wholesale hospitality channels. Closely comparable in product mix, premium positioning, and B2B hotel/restaurant go-to-market.
- T2 Tea: Australian-founded premium specialty tea retailer selling loose leaf tea, tea bags, and teaware globally via own retail and DTC. Comparable in premium positioning, format breadth, and lifestyle-led branding to JING.
- Mariage Frères: Heritage French premium tea maison sourcing single-origin teas globally and operating tea salons plus wholesale. Directly comparable in provenance-led positioning, luxury hospitality presence, and heritage brand storytelling.
- Teapigs: UK premium tea brand with whole-leaf tea temples (pyramid bags), DTC, and food service distribution. Closely matches JING on pyramid-bag format, UK origin, and mid-premium price tier.
- Bird & Blend Tea Co. UK specialty tea brand with DTC, own retail, and wholesale presence, known for flavoured and single-origin blends. Comparable UK base, DTC plus trade channels, and premium price positioning to JING.
- Whittard of Chelsea: UK heritage tea retailer offering loose leaf, tea bags, and teaware via own stores and DTC. Comparable on UK heritage, product breadth, and gift-set-led merchandising to JING.
- The Republic of Tea: US premium specialty tea company selling loose leaf, tea bags, and teaware DTC plus wholesale/office channels. Closely comparable on premium positioning, direct-to-consumer plus B2B model, and curated single-origin and blended SKUs.
Broad incumbents
- Fortnum & Mason: Iconic UK luxury retailer with an owned premium tea range plus adjacent hampers and gifts. Comparable as a UK luxury gifting competitor and indirect B2B hospitality supplier, though tea is one category within a much broader assortment.
- Twinings: Long-established UK tea brand owned by Associated British Foods with global retail and foodservice distribution. Comparable on UK origin and trade channel, but operates at mass-market scale rather than premium single-origin niche.
Regional players
- Lupicia: Japanese premium loose leaf tea retailer and wholesaler with strong domestic footprint and limited Western distribution. Comparable on single-garden sourcing and gift-set merchandising, but primarily competes in APAC rather than JING's core UK/Europe/US markets.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
JING Tea social profiles
Digital presenceJING Tea financial estimates
Financial estimateRevenue estimate
Valuation estimate
JING Tea leadership team
Management profileNumber of profiles
Profiles1 record
JING Tea funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
JING 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 JING Tea
What does JING Tea do?
JING Tea sources and sells single garden, single origin loose leaf teas (black, green, white, oolong, herbal, matcha, puerh), biodegradable pyramid tea bags, and proprietary Teaware (including the Tea-ieres™ glass infuser) through its jingtea.com DTC store globally and through a dedicated B2B wholesale program serving luxury hotels and restaurants. The product range spans signature teas priced $17–$50+ per unit, gift sets, and accessories, supported by educational content via the Jing Journal.
Is JING Tea a public or private company?
JING Tea is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was JING Tea founded?
JING Tea was founded in 2004. It employs 51 to 100 people.
Where is JING Tea based?
JING Tea is headquartered in London, United Kingdom, in the Europe region.
How does JING Tea make money?
Three revenue lines are on record. E-commerce Retail (B2C) is the primary driver. The others are wholesale to Hospitality and teaware and Accessories.
Who are JING Tea's main competitors?
Direct peers on record are Harney & Sons, T2 Tea, Mariage Frères, Teapigs, Bird & Blend Tea Co., Whittard of Chelsea and The Republic of Tea. Broad incumbents are Fortnum & Mason and Twinings. Lupicia is listed as a regional player.
Does JING Tea have an API?
No public API is recorded for JING Tea.
What industry is JING Tea in?
JING Tea's product category is Specialty Loose Leaf Tea. Its primary akta.pro industry code is CRAHAGAI, Specialty Coffee & Tea Retail (Beans, Leaves, Accessories), with a secondary code of CRADAHAD, Ready-to-Drink (RTD) Tea. Its NAICS code is 311920.