What Newby Teas does

Newby Teas is a UK-based luxury tea company founded in 2000 by N. Sethia, operating as Newby Teas U.K. Limited and headquartered in London. The company sources, blends, and packages premium teas from premier growing regions — including estates in India, China, Japan, Taiwan, Sri Lanka, and South Africa — and handles final packing at its carbon-neutral facility in Kolkata, India to preserve leaf integrity from garden to cup. Its 171+ product range spans black, green, oolong, white, rooibos, matcha, flowering, and fruit/herbal tisanes, available in loose leaf, classic tea bags, award-winning silken pyramid (corn-starch) formats, and decorative caddies. Sub-brands such as the Matthew Williamson Collection, Van Gogh Museum Collection, Zodiac Collection, and Wellness Collection extend the portfolio into designer-led, cultural, and lifestyle segments, alongside a teaware line that includes Japanese Minoyaki matcha kits and silver-plated caddies.

The business operates a hybrid go-to-market model: direct-to-consumer e-commerce via country-localized sites (US, UK, India, UAE, Kazakhstan, Ukraine, plus broader European reach) in multiple currencies; two owned concept boutiques in London and Gstaad, Switzerland; wholesale distribution through luxury department stores Harrods and Selfridges; and a dedicated B2B Trade Solutions division serving five-star hotels (JW Marriott, Belmond, Nobu, Aman, Estelle Manor, Carlton) and fine dining establishments, with corporate gifting and matcha wholesale programs. Pricing is unit-based, ranging from approximately $12.50 for classic tea bags to $319 for specialty and ultra-premium single-origin caddies. The company is privately held, founder/family-controlled with no disclosed external investment, and contributes profits to the N. Sethia Foundation for charitable purposes. Headcount is reported in the 101-250 range.

Name

Newby Teas

Legal name

Newby Teas U.K. Limited

Website

https://newbyteas.com

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Short description

Newby Teas is a UK-based luxury tea company founded in 2000, sourcing and blending premium teas from premier growing regions for affluent consumers, five-star hotels, fine dining establishments, and luxury retailers like Harrods and Selfridges via D2C e-commerce, boutiques, and B2B trade solutions.

Ownership category

akta.pro rank

Product category

Luxury Tea

NAICS

Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)

akta.pro primary industry

Tea Blending & Flavoring (AFAFADAG)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

Keywords

• Luxury tea retail
• Premium loose leaf
• Tea wholesale supply
• Gourmet tea blends
• Tea gift sets

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct Retail Sales: Direct-to-consumer sales through e-commerce website newbyteas.com and country-specific sites (US, UK, India, UAE, Kazakhstan, Ukraine), offering 171+ tea products across multiple categories including loose leaf, tea bags, silken pyramids, caddies, and teaware.
2. Boutique Retail: Revenue from two concept boutiques in London, UK and Gstaad, Switzerland offering in-person premium tea purchasing experience.
3. Wholesale to Luxury Retailers: Supply of premium teas to luxury retailers including Harrods and Selfridges, expanding market reach through established luxury department store channels.
4. B2B Trade Solutions: Professional tea solutions for five-star hotels, fine dining establishments, and offices including corporate tea gifts. Services include trade enquiries, corporate gifting programs, hotel tea programs, restaurant and café supply, and matcha wholesale.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

Newby Teas is a luxury tea company that sources, blends, and retails premium loose-leaf and bagged teas (black, green, oolong, white, matcha, rooibos, flowering, and fruit/herbal tisanes) under its own brand. It sells these products directly to consumers through an e-commerce site and two concept boutiques, and to businesses through wholesale supply to luxury department stores, five-star hotels, restaurants, and corporate gifting programs.

Product overview

Newby Teas is a luxury tea company founded in 2000, offering premium teas sourced from the world's finest tea gardens. The product portfolio spans six core tea types: Black Tea (including Assam, Ceylon, Darjeeling, English Breakfast), Green Tea (including Sencha, Hunan Green, Matcha), Oolong Tea (including Milk Oolong, Ginseng Oolong), White Tea (Silver Needle, White Peony), Rooibos Tea, and Fruit & Herbal Tisanes. Products are available in multiple formats: Loose Leaf (pouches, caddies, cartons), Tea Bags (classic, silken pyramids), and as specialty collections including the designer Matthew Williamson Collaboration, Zodiac Collection (Swarovski crystal caddies), and Wellness Collection (Ayurveda-inspired tisanes). The company also offers a comprehensive Teaware collection featuring Japanese matcha kits, teapots, cups, and accessories. B2B services include professional tea solutions for five-star hotels, restaurants, and offices. Products are distributed through the e-commerce website, physical boutiques in London and Gstaad, and luxury retailers including Harrods and Selfridges.

Differentiator

Problem solved

Functional benefit

Brands

• Matthew Williamson Collection: Luxury tea collection in collaboration with British designer Matthew Williamson, featuring vibrant hues and luxurious aesthetic with teas inspired by captivating landscapes.
• Van Gogh Museum Collection
• Zodiac Collection
• Wellness Collection
• Chitra Collection

Products and services

• Black Tea Collection Premium black teas including Assam, Ceylon, Darjeeling, English Breakfast, Pride of Africa, Lapsang Souchong, and Pu Erh, sold in loose leaf, tea bags, silken pyramids, caddies, and cartons formats. Targeted at individual luxury tea consumers and hospitality clients.
• Flavoured Black Tea Collection Aromatic flavoured black teas including Earl Grey (with bergamot oil), Masala Chai, Strawberry & Mango, Black Tea & Ginger, Lapsang Souchong (smoky), Wild Cherry, Vanilla Classic, and Desert Chai by Matthew Williamson. For individual consumers and hospitality menus.
• Green Tea Collection Unoxidised green teas sourced from China, Japan, and India, including Green Sencha, Hunan Green, Highland Green, and Gunpowder, available in loose leaf, tea bags, silken pyramids, caddies, and cartons. For premium tea consumers and B2B clients.
• Flavoured Green Tea Collection Flavoured green teas featuring Jasmine Blossom, Jasmine Pearls (hand-crafted, infused with jasmine for 8 nights), Moroccan Mint, Earl Green (bergamot), Green Lemon, Lavender Dream, and Supreme Jasmine Gourmet Caddy. For individual tea drinkers and hospitality service.
• Matcha Green Tea Collection Ceremonial grade matcha sourced from the Uji region of Japan (covering Kyoto, Nara, Shiga, and Mie prefectures), including Ceremonial Matcha Caddy 30g and Premium Latte Matcha 100g, plus Minoyaki ceramic bowls and bamboo chasen whisks. For premium individual consumers and B2B café/matcha wholesale customers.
• Oolong Tea Collection Semi-oxidised teas from China and Taiwan, including Milk Oolong (Tieguanyin), Ginseng Oolong, Fujian Oolong, Four Seasons Spring Oolong (Mu Zha, Taiwan), Oriental Beauty Oolong (Hsinchu County, Taiwan), and Dong Ding Oolong. For connoisseur individual buyers and luxury hospitality.
• Rooibos Tea Collection Caffeine-free South African rooibos teas from the Cedarburg mountain area north of Cape Town, including Rooibos Orange, Rooibos Breakfast, and Rooibos Tiramisu (with cocoa pieces). For caffeine-free individual consumers and hospitality menus.
• White Tea Collection Luxury white teas from China's Fujian province, including Silver Needle (Bai Hao Yin Zhen) and White Peony (Bai Mu Dan), made from young buds that are hand-picked and minimally processed. For premium individual consumers and luxury hospitality.
• Flowering Tea Collection Handcrafted Chinese craft teas made by skilled artisans using high-quality green tea leaves sewn with flowers, unfurling into floral displays when steeped. Includes Jasmine Lotus Large, Rising Flower, Blueberry Mini, and Harmony Mini. For gifting, individual luxury consumers, and hospitality presentation.
• Fruit & Herbal Tisane Collection Caffeine-free tisanes featuring herbs, flowers, fruits, and spices, including Peppermint, Chamomile, Rosehip & Hibiscus, Summer Berries, Verbena, Night Calm, Yoga Relax, Wellness Spa, Body Balance, Ginger & Lemon, Butterfly Pea, Persian Rose, and Buckwheat Pearls. For individual wellness buyers and hospitality menus.
• Teaware Collection Luxury teaware including teapots, tea cups and saucers, accessories, matcha kit (ceramic bowls and bamboo whisks), Japanese teaware, and silver-plated caddies, with matcha teaware handcrafted in the Minoyaki tradition from Gifu Prefecture, Japan. For individual gift and home buyers, plus hospitality and corporate gifting.
• Matthew Williamson Collection Designer collaboration collection by British designer Matthew Williamson featuring vibrant hues and a luxurious aesthetic, including Desert Chai, Midnight Rose, Earl Grey Oasis, and a Trio Gift Set. For gifting and luxury individual consumers.
• Zodiac Collection Twelve Swarovski crystal-embellished caddies inspired by celestial constellations, each filled with premium loose leaf black, green, or oolong tea reflecting the traits of each star sign, including a Zodiac Collection Gift Set of all 12 caddies. For premium gifting and collectors.
• Wellness Collection Herbal teas inspired by Ayurveda principles that promote balance and tranquility, including Night Calm (lavender and chamomile), Wellness Spa (citrus and spice), Yoga Relax (tulsi and lemongrass), Body Balance (fennel, cardamom, coriander), and a Wellness Collection Gift Box. For individual wellness consumers and gifting.
• Silken Pyramids Award-winning whole-leaf tea bags made from corn starch (plastic-free) that allow whole tea leaves to unfurl fully for exceptional flavour, available across Earl Grey, English Breakfast, Rooibos Orange, Ginger & Lemon, Upper Assam, Peppermint, Chamomile, Strawberry & Mango, Masala Chai, Hunan Green, and Kan Junga. For individual consumers and hospitality service.
• Classic Caddy Collection Elegant loose leaf tea caddies available in multiple designs across Classic, Heritage, Gourmet, and Zodiac collections, including award-winning tea caddies in various flavours and typical 125g sizes. For gifting and luxury individual consumers.
• Heritage Loose Leaf Cartons 100g loose leaf teas packaged in elegantly designed boxes featuring key pieces from the Chitra Collection, including English Breakfast, Earl Grey, Darjeeling, Ceylon, Assam, Pride of Africa, Jasmine Blossom, Moroccan Mint, Oriental Sencha, and Masala Chai. For individual luxury consumers and gifting.
• Tea Gift Sets and Crown Assortments Curated gift collections including the Black Tea Crown Assortment (36 tea bags), Green Tea Crown Assortment (6 green teas), Tisane Crown Assortment, Classic Tea Bag Discovery Set (26 blends), Christmas Gift Box (4 varieties in compostable pyramids), and Gourmet Miniatures Gift Set (5 rare teas). For individual gifting buyers, corporate gifting programs, and luxury hospitality.
• Professional Tea Solutions (B2B) Wholesale and trade services for five-star hotels, fine dining establishments, retailers, and offices, including corporate tea gifts, matcha wholesale supply, and dedicated solutions for restaurants and cafés. Named partners include JW Marriott, Belmond, Carlton Hotel, Nobu Hotels, Estelle Manor, Aman, and Selfridges.
• Boutiques (London and Gstaad) Physical retail concept boutiques in London, UK and Gstaad, Switzerland, offering the full range of Newby Teas products in a luxury in-person retail environment. For local and tourist luxury consumers.

Quantifiable outcome

• 4.7 out of 5 rating on Trustpilot (Rated Excellent)
• +3 more outcomes

Named customers8 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

Feature4 records

Partnerships

Six partnerships are on record, tiered core and flagship.

• N. Sethia FoundationcoreOthersNewby Teas contributes profits to the N. Sethia Foundation, a charitable organization. Profits from tea sales support meaningful charitable causes, providing social impact and differentiating the brand through corporate responsibility.
• Matthew WilliamsonflagshipStrategic or Co-development PartnerBritish designer Matthew Williamson, renowned for fashion and interior creations, brings signature vibrant hues and luxurious aesthetic to a collection of beautifully crafted tea caddies. Designer collection includes Desert Chai, Midnight Rose, Earl Grey Oasis, and Trio Gift Set.
• Van Gogh MuseumflagshipStrategic or Co-development PartnerNewby Teas collaboration with Van Gogh Museum, Netherlands - a trio of bespoke loose leaf teas inspired by works from the museum's collection. Sensory celebration of Vincent van Gogh's most renowned pieces, available exclusively online. Remarkable keepsakes for tea lovers or art admirers.
• Ethical PartnershipcoreStrategic or Co-development PartnerNewby Teas is a proud member of the Ethical Partnership, ensuring every sip supports sustainable practices. Membership ensures ethical sourcing standards are maintained throughout supply chain.
• HarrodscoreChannel Partner/ Reseller/ DistributorLuxury department store distribution partnership for Newby Teas products in the prestigious Harrods retail environment, reaching affluent consumer base.
• SelfridgescoreChannel Partner/ Reseller/ DistributorLuxury department store distribution partnership for Newby Teas products in Selfridges retail locations, providing brand exposure to luxury consumers.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Mariage Frères: Iconic French luxury tea house founded in 1854, offering premium loose-leaf teas, packaged collections, and own-brand boutiques worldwide. Directly comparable to Newby as a heritage-driven, luxury-positioned tea brand with global wholesale and DTC operations.
• Kusmi Tea: Premium French tea brand with strong retail and foodservice presence, offering black, green, and flavoured teas in distinctive packaging. Directly comparable as a luxury-positioned tea company competing in hotels, department stores, and DTC channels.
• Harney & Sons: American family-owned premium tea company with extensive wholesale into hotels, restaurants, and luxury retail. Directly comparable to Newby in product format (loose leaf, sachets, tins), B2B hospitality channel, and DTC focus.
• Palais des Thés: French premium tea retailer and wholesaler with boutiques across France and international markets. Directly comparable to Newby as a specialty tea company focused on origin-driven, single-estate teas sold via retail and foodservice.
• T2 Tea: Australian-born specialty tea retailer with extensive global boutique footprint and a strong design-led, giftable positioning. Comparable to Newby in product range (loose leaf, tea bags, accessories) and gifting focus, though more retail-led than hospitality-led.
• Dilmah: Sri Lankan family-owned premium tea company with vertically integrated single-origin sourcing and global hospitality and retail distribution. Highly comparable to Newby in vertical integration, origin story, and luxury hospitality channel.
• Whittard of Chelsea: UK-based heritage tea and hot drinks retailer with global stores and DTC. Comparable to Newby as a UK-rooted premium tea brand with similar gifting, hospitality, and DTC channels.

Broad incumbents

• Fortnum & Mason: Iconic British luxury retailer with a renowned own-brand tea range sold globally and stocked in five-star hotels. Comparable to Newby as a UK-based luxury tea brand serving affluent consumers and hospitality, though broader in scope (hampers, food, gifting).
• Twinings: 310-year-old British heritage tea brand owned by Associated British Foods, with global distribution and a strong foodservice and hospitality programme. Comparable as a UK heritage tea brand serving hotels and retail, though much larger and broader in mass-market positioning.

Emerging players

• Teapigs: UK-based premium tea brand focused on whole-leaf tea in biodegradable 'tea temples' (pyramid format) and strong DTC presence. Comparable to Newby in product innovation around whole-leaf pyramid formats and sustainability positioning, though smaller scale and less luxury-skewed.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/NewbyTeas
• YouTubeyoutube.com/c/newbyteas
• Facebookfacebook.com/NewbyTeas
• LinkedInlinkedin.com/company/newby-teas-u-k--ltd
• Instagraminstagram.com/newbyteas
• TikToktiktok.com/@newbyteasand

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

Subsidiaries2 records

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 Newby Teas