Hej Coffee
Hej Coffee is a London-based specialty coffee roaster founded in 2013, operating from Elephant & Castle and serving direct-to-consumer customers, corporate offices, schools, and hospitals across Greater London via an electric fleet, alongside SCA-accredited barista training and brewing equipment resale.
- Company typePrivate
- Founded2013
- HeadquartersBermondsey, United Kingdom
- Headcount11–50
- GTM typeB2B and B2C
- OfferingServices
What Hej Coffee does
Hej Coffee is a London-based specialty coffee roaster founded in 2013 by Jeremy and Mathew, operating a central roastery and café at Elephant & Castle. The company roasts small-batch coffee on a 15kg Besca roaster and offers a catalogue of single-origin coffees (Elephant & Castle, Polo Beans, Capulinero, El Báho Decaf), house blends (Carnival Blend), seasonal limited editions (Bean to Cask Whisky Edition), and a charitable "Coffee for Causes" range (Bullseye Brew, Cafe Queero, HEJ FC). Distribution is multi-channel: direct-to-consumer e-commerce via Shopify, a "Hej At Home" weekly/monthly subscription, B2B wholesale delivered to corporate offices, schools, and hospitals across Greater London via a fully electric fleet in reusable containers, physical retail at the Elephant & Castle café and an ExCeL London concession, and a destination rooftop venue at the London Coffee Factory.
The business monetises across five revenue streams: retail coffee bag sales (£10.50-£12.50 per 250g), recurring subscriptions (no minimum term), SCA-accredited barista training courses (£35-£650), coffee experiences and corporate workshops (from £75), and resale of premium third-party brewing equipment from Sage, Wilfa, Hario, and Felicita (£70-£1,249.96). Sustainability is embedded into the operating model rather than treated as marketing: independent Life Cycle Assessments conducted with Foodsteps verify carbon footprints (Carnival Blend at 2.10 kg CO₂e/kg; Hermosa at 0.028 kgCO₂e per espresso), retail bags use carbon-negative Sugarflex™ sugarcane material, wholesale deliveries use a circular reusable-bucket system saving an estimated 20,000 bags and 3,300 boxes from landfill every four months, and the entire delivery fleet (including restored 1960s electric milk float "Ernie" and cargo bikes Beryl, Betty, Ron) has been fully electric since 2022. The company remains privately held by its founders, with no institutional funding or parent company disclosed.
Hej Coffee firmographics
Firmographics- Name
- Hej Coffee
- Legal name
- Hej Coffee
- Website
- https://hejcoffee.co.uk
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Hej Coffee is a London-based specialty coffee roaster founded in 2013, operating from Elephant & Castle and serving direct-to-consumer customers, corporate offices, schools, and hospitals across Greater London via an electric fleet, alongside SCA-accredited barista training and brewing equipment resale.
- Ownership category
- akta.pro rank
Hej Coffee industry classification
Industry- Product category
- Specialty Coffee Roasting
- NAICS
- Coffee and Tea Manufacturing (311920), Coffee and Tea Manufacturing (31192)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee Roasting & Grinding (AFAFADAB)
- akta.pro secondary industries
- Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Hej Coffee is headquartered
LocationHeadquarters
- HQ city
- Bermondsey
- HQ country
- United Kingdom
- HQ region
- Europe
Offices1 record
Markets served
Hej Coffee business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Personnel, Supply Chain, Operations, Marketing or Sales, Others
Revenue model
- Coffee Product Sales: Retail and wholesale specialty coffee sales including single origins, blends, and seasonal offerings. Coffee sold in 250g bags at £10.50-£12.50 for retail, with wholesale in reusable containers.
- Coffee Subscriptions: Recurring subscription model delivering coffee weekly or monthly with no minimum term commitment. Customers choose frequency and quantity.
- Barista Training Courses: SCA-accredited barista training courses from beginner to professional levels, including bespoke courses. Price range from £35 (Milk Mania) to £650 (Barista Skills Professional).
- Coffee Experiences: Roasting experiences, cupping sessions, and corporate coffee workshops. Roasting Experience priced at £75 for two people.
- Brewing Equipment Sales: Resale of coffee brewing equipment including espresso machines, grinders, kettles, and V60 drippers from brands like Sage, Wilfa, Hario, and Felicita.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Single 250g bag of coffee |
| Unit Pricing | Pay-as-you-go | Entry-level brewing equipment |
| Unit Pricing | Pay-as-you-go | Premium brewing equipment |
| Unit Pricing | Pay-as-you-go | Short skill-building session |
| Unit Pricing | Pay-as-you-go | Full-day intensive courses |
| Unit Pricing | Pay-as-you-go | Group experience |
| Subscription | Monthly | Coffee subscription delivery |
Go-to-market motion3 records
Distribution channels6 records
Marketing channels6 records
Hej Coffee product offering
Product offeringCore offering
Hej Coffee is a London-based specialty coffee roaster that operates a café, e-commerce storefront, and wholesale business from its Elephant & Castle roastery. The company roasts small-batch specialty coffee beans on a 15Kg Besca Roaster, sells retail bags and brewing equipment directly to consumers, runs a flexible coffee subscription service, and supplies offices, schools, and hospitals across Greater London via an electric delivery fleet. It also operates an SCA-accredited barista training school and offers coffee experiences including roasting workshops, cupping sessions, and corporate team-building events.
Product overview
Hej Coffee is a neighbourhood specialty coffee roaster and full-service coffee company operating from Elephant & Castle, London. The core offering centres on small-batch roasted coffee beans and ground coffee across 10+ named products, including house blends (Carnival Blend), single origins (Elephant & Castle Ethiopian, Polo Beans Ugandan, Capulinero Costa Rican), seasonal and limited editions (Bean to Cask Whisky Edition), and a Coffee for Causes range (Bullseye Brew, Cafe Queero, HEJ FC) supporting charitable causes. The company also retails a complementary range of 11 Brewing Tools — including coffee makers, espresso machines, grinders, kettles, and drip equipment from brands such as Wilfa, Sage, Hario, and Felicita — plus a Hot Chocolate product (Nöje). Services include a subscription programme (Hej At Home), SCA-accredited barista training courses, and corporate coffee experiences. Sustainability is woven throughout with carbon-negative retail bags (Sugarflex™), reusable wholesale containers, and a fully electric delivery fleet.
Differentiator
Problem solved
Functional benefit
Products and services
- Carnival Blend House blend combining 50% Brazil (DaTerra) and 50% Costa Rica (CoopeDOTA) beans from carbon-neutral certified farms. Notes of dark chocolate, caramelised almonds, and red fruits. Subject of a full Lifecycle Assessment showing 2.101 kg CO2e per kg of roasted coffee.
- Cafe Queero Part of the Coffee for Causes range supporting LGBTQ+ causes. Roasted specialty coffee sold in 250g bags at £10.50.
- Bullseye Brew Part of the Coffee for Causes range supporting Vision Care charities. Roasted specialty coffee sold in 250g bags at £10.50.
- HEJ FC Football-themed blend within the Coffee for Causes range. Roasted specialty coffee sold in 250g bags at £10.50.
- Elephant & Castle Refined washed Ethiopian single-origin coffee from Gera Farm in Limu. Light to medium roasted for filter brewing, with citrus, caramel, and Earl Grey tea notes. Available as whole beans or pre-ground. Priced at £10.50 per 250g bag.
- Bean to Cask - Whisky Edition (Colombia, El Bombo) Specialty coffee from Pitalito, South Huila, Colombia, barrel-aged in whisky barrels for 90 days. Offers notes of dark chocolate, cherry, and dark rum. Produced by Association El Bombo.
- Roaster's Pick Curated rotating selection of exceptional coffee beans chosen by the Head Roaster. Available as a weekly or monthly subscription, delivering 250g of whole beans.
- El Baño Sugarcane Decaf Decaffeinated coffee from Huila and Tolima, Colombia, using the Sugarcane (Ethyl Acetate) process. Notes of red berries, caramel, and malt with a juicy body.
- Polo Beans Naturally processed Ugandan coffee from Kyondo highlands at 1,600–2,100 masl. Light roast highlighting forest fruits, tangerine, and nuttiness. Ideal for filter brews.
- Capulinero Light roast from La Montañita farm in Tarrazú, Costa Rica. Undergoes both anaerobic and aerobic fermentation, producing cherry, orange, and wine-like complexity notes. Priced at £12.50.
- Hej At Home Subscription Coffee subscription service delivering Hej Coffee products to customers' doorsteps. No minimum term; customers choose quantity and frequency. Options include classics, roaster's surprise, or Coffee for Causes blends.
- SCA Barista Training Courses SCA-accredited barista training courses from beginner to professional levels. Includes Introduction to Coffee (£100), Barista Skills Foundation (£250), Barista Skills Intermediate (£450), and Barista Skills Professional (£650). Also offers non-accredited Barista Basics (£250) and Milk Mania (£35) sessions.
- Coffee Experiences Coffee experiences including cupping (tasting) sessions, espresso martini-making workshops, and roasting experiences. Corporate packages available for team events, delivered at client premises or off-site venues. The Hej Roasting Experience is priced at £75.00.
- Nöje Hot Chocolate Hot chocolate product sold under the Nöje brand. Priced at £10.00. Part of the Teas & Hot Chocolate range.
- Brewing Tools Collection Retail collection of 11 coffee brewing equipment items including coffee makers, espresso machines, burr grinders, kettles, and drip accessories from brands such as Wilfa, Sage, Hario, and Felicita. Prices range from £70 (Hario V60 Scale) to £1,249.96 (Sage Dual Boiler).
Quantifiable outcome
- 86.3% reduction in carbon footprint compared to UK average for Carnival Blend (2.10 kg CO₂e per kg)
- +3 more outcomes
Companies that use Hej Coffee
Customer profileSegments5 records
Ideal customer profiles3 records
Hej Coffee technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Hej Coffee partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core.
- FoodstepscorePartnership for Life Cycle Assessment (LCA) verification of coffee products. Foodsteps independently verified carbon footprint of Carnival Blend (2.10 kg CO₂e per kg) achieving 86.3% reduction vs UK average, and Hermosa (0.028 kgCO₂e per espresso). Results published in LCA reports for transparency.
- Specialty Coffee Association (SCA)coreSCA accreditation for Hej Coffee's London Barista Training School. All barista courses (Introduction to Coffee, Barista Skills Foundation, Intermediate, and Professional) are SCA-certified and award SCA points upon completion. Trainer is SCA-certified.
- DaTerra (Brazil)coreCarbon neutral certified coffee farm in Cerrado Mineiro, Brazil. Supplier of beans for Carnival Blend. Dedicated to responsible growing and processing practices.
- CoopeDOTA (Costa Rica)coreCarbon neutral certified cooperative in San Jose, Costa Rica. Supplier of beans for Carnival Blend alongside DaTerra. Committed to responsible coffee production.
Scale indicators9 records
Recent moves6 records
Expansion highlights5 records
Hej Coffee competitors and assessment
Company assessmentDirect peers
- Pact Coffee: UK specialty coffee company focused on subscription DTC and office B2B coffee, with sustainability credentials. Closest comparable model to Hej's mix of DTC, B2B wholesale, and sustainability-led branding in the UK.
- Union Coffee Roasters: UK specialty coffee roaster serving both DTC consumers and B2B wholesale with ethically-sourced beans. Compares to Hej on B2B/DTC split and specialty roaster positioning.
- Origin Coffee: UK specialty roaster with sustainability focus, B2B wholesale, and own cafes — closely matching Hej's integrated roastery/cafe/training model.
- Square Mile Coffee Roasters: London specialty roaster with strong B2B wholesale presence and cafe partnerships. Comparable on London specialty roasting, B2B supply, and coffee education.
- Notes Coffee: London-based specialty coffee company with own cafes and a roasting operation. Comparable to Hej on integrated cafe + roaster + specialty positioning in London.
- Extraction Coffee Roasters: London specialty roaster and cafe operator serving offices, hospitality, and direct customers. Directly comparable to Hej on London B2B wholesale + cafe + training.
- Climpson & Sons: East London specialty coffee roaster supplying wholesale accounts and operating hospitality locations. Comparable on London-based specialty roasting and B2B.
- Department of Coffee and Social Affairs: London specialty coffee and cafe group with sustainability positioning. Comparable to Hej on integrated roastery/cafe/community model in Greater London.
Broad incumbents
- WatchHouse: Larger UK specialty coffee operator with multiple London sites, retail beans, equipment, and coffee education. Overlaps with Hej on specialty retail, cafe, and training, but at meaningfully greater scale.
- Caravan Coffee Roasters: London-based restaurant and specialty coffee group with own roastery and wholesale arm. Shares Hej's London focus, cafe + roaster integration, and B2B/wholesale channel mix, but operates at greater scale across multiple restaurant sites.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks5 records
Key highlights6 records
Customer concentration
Hej Coffee social profiles
Digital presenceHej Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Hej Coffee leadership team
Management profileNumber of profiles
Profiles2 records
Hej Coffee funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Hej Coffee 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 Hej Coffee
What does Hej Coffee do?
Hej Coffee is a London-based specialty coffee roaster that operates a café, e-commerce storefront, and wholesale business from its Elephant & Castle roastery. The company roasts small-batch specialty coffee beans on a 15Kg Besca Roaster, sells retail bags and brewing equipment directly to consumers, runs a flexible coffee subscription service, and supplies offices, schools, and hospitals across Greater London via an electric delivery fleet. It also operates an SCA-accredited barista training school and offers coffee experiences including roasting workshops, cupping sessions, and corporate team-building events.
Is Hej Coffee a public or private company?
Hej Coffee is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Hej Coffee founded?
Hej Coffee was founded in 2013. It employs 11 to 50 people.
Where is Hej Coffee based?
Hej Coffee is headquartered in Bermondsey, United Kingdom, in the Europe region.
How does Hej Coffee make money?
Five revenue lines are on record. Coffee Product Sales are the primary driver. The others are coffee Subscriptions, barista Training Courses, coffee Experiences and brewing Equipment Sales.
Who are Hej Coffee's main competitors?
Direct peers on record are Pact Coffee, Union Coffee Roasters, Origin Coffee, Square Mile Coffee Roasters, Notes Coffee, Extraction Coffee Roasters, Climpson & Sons and Department of Coffee and Social Affairs. Broad incumbents are WatchHouse and Caravan Coffee Roasters.
Does Hej Coffee have an API?
No public API is recorded for Hej Coffee.
What industry is Hej Coffee in?
Hej Coffee's product category is Specialty Coffee Roasting. Its primary akta.pro industry code is AFAFADAB, Coffee Roasting & Grinding, with a secondary code of THAFADAE, Coffee Roasters with Cafe (Roastery Cafes). Its NAICS code is 311920 and its SIC code is 2080.