Adagio Teas
Adagio Teas is a privately held, New Jersey-based specialty tea direct-to-consumer retailer selling 100+ loose leaf teas, an extensive teaware line, pantry items, and subscriptions through adagio.com, two Illinois retail stores, and a Bergen County warehouse, serving health-conscious consumers and gift shoppers.
- Company typePrivate
- Founded1999
- HeadquartersGarfield, United States
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Adagio Teas does
Adagio Teas is a New Jersey-based specialty tea retailer founded in 1999 that operates a direct-to-consumer e-commerce storefront at adagio.com supplemented by two brick-and-mortar retail locations in Naperville and Skokie, Illinois, and a warehouse/distribution facility in Bergen County, New Jersey. The company sells over 100 varieties of loose leaf tea (including black, green, white, oolong, pu-erh, herbal, rooibos, chai, and matcha), pyramid teabags, cold-brew iced teas, and an extensive 15-category teaware assortment (infusers, electric kettles, Yixing and cast iron teapots, matcha bowls, glassware, travel tumblers), alongside pantry items (honey, cookies, spices, chocolate). The platform is augmented by subscription clubs (Tea of the Month, CommuniTEA), a custom-blend creation tool, Fandom Blends, ChariTEAS charity blends, and gift/sampler programs. The company's technical stack centers on a standard e-commerce front-end with an OpenAI-powered customer support chatbot (Adagio ChatBot) and use of Make.com and Claude AI for internal business automation; the proprietary Teforia smart tea infuser device (relaunched March 2026 at $499) represents the only notable hardware offering.
Revenue is generated primarily through unit-pricing transactions on tea (from $0.75 samples to multi-ounce pouches) and teaware ($5–$500+), complemented by recurring subscription revenue (auto-delivery at 5–15% savings) and an affiliate program paying up to 10% commission through CJ Affiliate. A wholesale/B2B channel (AdagioXL) and an Upfluence-managed brand ambassador program extend reach. Free shipping above $49 incentivizes larger average order values. Adagio sits within a broader multi-brand portfolio alongside Lardera Coffee and Selefina Spices, suggesting shared ownership across adjacent specialty beverage and pantry categories. The company is privately held, founder-led by Michael Cramer, with no disclosed outside funding.
Adagio Teas firmographics
Firmographics- Name
- Adagio Teas
- Legal name
- Adagio Teas
- Website
- https://adagio.com
- Company type
- Private
- Founded year
- 1999
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Adagio Teas is a privately held, New Jersey-based specialty tea direct-to-consumer retailer selling 100+ loose leaf teas, an extensive teaware line, pantry items, and subscriptions through adagio.com, two Illinois retail stores, and a Bergen County warehouse, serving health-conscious consumers and gift shoppers.
- Ownership category
- akta.pro rank
Adagio Teas industry classification
Industry- Product category
- Specialty Tea Retail
- NAICS
- Coffee and Tea Manufacturing (31192)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
- akta.pro secondary industries
- Tea Blending & Flavoring (AFAFADAG), Specialty Tea Shops (Loose-Leaf, Tea Bars) (THAFAKAD)
Keywords
Where Adagio Teas is headquartered
LocationHeadquarters
- HQ city
- Garfield
- HQ country
- United States
- HQ region
- North America
Offices3 records
Markets served
Adagio Teas business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Others
Revenue model
- Tea Sales: Primary revenue from direct sale of loose leaf teas, teabags, and iced tea pouches. Products range from $0.75 samples to full-size pouches. Category includes black, green, white, oolong, herbal, rooibos, chai, pu-erh, matcha, and flavored teas.
- Teaware Sales: Sale of tea brewing equipment including infusers, teapots, kettles, pitchers, travel tumblers, matcha bowls, and accessories. Prices range from $5 to over $100.
- Pantry Items: Sale of complementary products including honey, tea cookies, sugar, chocolate inclusions, and spices.
- Subscription Clubs: Monthly tea-of-the-month clubs with scheduled automatic deliveries. Customers receive teas automatically over time through auto-delivery program.
- Affiliate Program: Commission-based affiliate program managed through CJ Affiliate, paying up to 10% commission on qualifying purchases generated through affiliate content.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Tea Samples |
| Unit Pricing | Pay-as-you-go | Starter Sets |
| Unit Pricing | Pay-as-you-go | Raspberry Green Tea Pricing |
| Unit Pricing | Pay-as-you-go | Iced Tea Pitcher - Sky |
| Transaction based/ take rate | Monthly | Affiliate Commission |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels5 records
Adagio Teas product offering
Product offeringCore offering
Adagio Teas is a New Jersey-based direct-to-consumer specialty tea retailer selling over 100 varieties of premium loose leaf teas (black, green, white, oolong, pu-erh, herbal, rooibos, chai, matcha, flavored), pyramid teabags, cold-brew iced teas, and a comprehensive teaware collection. The company complements its core tea catalog with subscription clubs, custom blend creation, fandom and charity blends, pantry items such as honey and spices, and B2B wholesale via AdagioXL.
Product overview
Adagio Teas operates a multi-category specialty tea retail platform offering premium loose leaf teas (over 100 varieties including black, green, white, oolong, pu-erh, herbal, rooibos, chai, and matcha), pyramid teabags with equivalent quality, and cold-brewed iced tea products. The product portfolio extends to a comprehensive teaware collection covering 15 categories including tea makers/infusers (ingenuiTEA, velociTEA), electric kettles (varieTEA), iced tea pitchers, ceramic teapots, cast iron tetsubin, Yixing clay teapots, matcha bowls, travel infusers, and glassware. Additional offerings include tea samplers and gift sets organized by season, region, and theme; subscription clubs (Tea of the Month, CommuniTEA); custom blend creation; Fandom Blends; ChariTEAS charity blends; pantry products (honey, cookies, spices); wholesale programs; and an affiliate program. The company also offers a Teforia smart tea infuser device for automated brewing optimization.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 100+ tea varieties across multiple categories (black, green, white, oolong, herbal, rooibos, pu-erh, matcha)
- +2 more outcomes
Companies that use Adagio Teas
Customer profileNamed customers2 records
Segments3 records
Ideal customer profiles3 records
Adagio Teas technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration2 records
AI capability2 records
Feature2 records
Adagio Teas partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- CJ AffiliatecoreThird-party affiliate platform managing Adagio Teas' affiliate program. Tracks referral sales and processes monthly commission payouts to affiliates. Provides reporting and attribution for the up to 10% commission structure.
Scale indicators5 records
Recent moves7 records
Expansion highlights5 records
Adagio Teas competitors and assessment
Company assessmentDirect peers
- Harney & Sons: Family-owned premium loose leaf tea company selling direct to consumer online and through wholesale; comparable to Adagio in product range (loose leaf, sachets, iced), channel mix (DTC + wholesale), and target customer (specialty tea enthusiasts).
- Republic of Tea: Specialty tea retailer offering loose leaf teas, teaware, and subscription/sampler programs through DTC e-commerce — directly comparable assortment, gifting model, and target consumer to Adagio.
- DAVIDsTEA: Canadian specialty tea DTC brand selling loose leaf teas, teaware, and gift sets — a direct comparable in assortment, gifting/sampler strategy, and premium-loose-leaf positioning referenced explicitly by Adagio's own "alternatives" pages.
- Stash Tea: Independent specialty tea company with a broad catalog of loose leaf and bagged teas plus teaware; comparable to Adagio in product breadth and DTC-plus-retail/wholesale channel mix.
- Tea Forte: Premium loose leaf tea brand with pyramid sachets, teaware, and gifting collections — overlaps Adagio's premium positioning, teaware ecosystem, and gifting-focused assortment.
- Art of Tea: Specialty loose leaf tea wholesaler and DTC retailer with custom blending and broad varietal catalog — closely comparable assortment and B2B/DTC channel mix to Adagio.
Broad incumbents
- Bigelow Tea: Large, established packaged tea manufacturer with broad distribution across grocery and foodservice; competes with Adagio in the broader tea category but at mass-market price points rather than specialty loose-leaf.
- Celestial Seasonings: Long-established mass-market tea brand owned by Hain Celestial with broad grocery and foodservice distribution; overlaps with Adagio in herbal/flavored tea categories but at much larger scale and lower price points.
- Twinings: Global heritage tea brand with broad retail presence across black, green, and specialty teas; competes with Adagio in the English/breakfast and flavored categories but at mainstream rather than specialty-loose-leaf positioning.
Emerging players
- The Tea Spot: Independent specialty loose leaf tea company with DTC and foodservice channels; comparable to Adagio in assortment breadth and small-scale specialty positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks5 records
Key highlights6 records
Customer concentration
Adagio Teas social profiles
Digital presenceAdagio Teas financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adagio Teas leadership team
Management profileNumber of profiles
Profiles1 record
Adagio Teas funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adagio Teas 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 Adagio Teas
What does Adagio Teas do?
Adagio Teas is a New Jersey-based direct-to-consumer specialty tea retailer selling over 100 varieties of premium loose leaf teas (black, green, white, oolong, pu-erh, herbal, rooibos, chai, matcha, flavored), pyramid teabags, cold-brew iced teas, and a comprehensive teaware collection. The company complements its core tea catalog with subscription clubs, custom blend creation, fandom and charity blends, pantry items such as honey and spices, and B2B wholesale via AdagioXL.
Is Adagio Teas a public or private company?
Adagio Teas is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Adagio Teas founded?
Adagio Teas was founded in 1999. It employs 51 to 100 people.
Where is Adagio Teas based?
Adagio Teas is headquartered in Garfield, United States, in the North America region.
How does Adagio Teas make money?
Five revenue lines are on record. Tea Sales are the primary driver. The others are teaware Sales, pantry Items, subscription Clubs and affiliate Program.
Who are Adagio Teas's main competitors?
Direct peers on record are Harney & Sons, Republic of Tea, DAVIDsTEA, Stash Tea, Tea Forte and Art of Tea. Broad incumbents are Bigelow Tea, Celestial Seasonings and Twinings. The Tea Spot is listed as an emerging player.
Does Adagio Teas have an API?
No public API is recorded for Adagio Teas.
What industry is Adagio Teas in?
Adagio Teas's product category is Specialty Tea Retail. Its primary akta.pro industry code is CRAHAGAI, Specialty Coffee & Tea Retail (Beans, Leaves, Accessories), with a secondary code of AFAFADAG, Tea Blending & Flavoring. Its NAICS code is 31192 and its SIC code is 2080.