JING Tea

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.

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

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

• Premium loose leaf tea
• Single garden tea
• Specialty tea retail
• Wholesale tea supply
• Teaware and accessories

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. 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.
2. 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.
3. 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

Go-to-market motion2 records

Distribution channels3 records

Marketing channels5 records

Core 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

Named customers5 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

One partnership is on record.

• Jumeirah Zabeel SaraycoreChannel Partner/ Reseller/ DistributorLuxury 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

Direct 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

• Facebookfacebook.com/jingtea
• Instagraminstagram.com/jingtea
• Xx.com/jingtea

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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 JING Tea