Felix Roasting

What Felix Roasting does

Felix Roasting Co. is a privately held specialty coffee roaster founded in 2018, headquartered operationally in New York City. The company sources single-origin and blended coffees through a harvest-aligned buying calendar and roasts them into a small portfolio of SKUs, including Felix Espresso, Luxe Filter Blend, Felix Decaf (decaffeinated via the Mountain Water Process), and rotating single-origin offerings such as the Kenya Karurumo Double Washed. The portfolio extends to a ceremonial-grade matcha canister sourced from Kobayashi in Shizuoka, Japan, and digital e-gift cards. The Roaster's Choice Subscription provides recurring DTC revenue at $23.00 per delivery across weekly, biweekly, or monthly cadences, with single-bag retail pricing ranging from $24.00 to $34.00.

Felix operates five physical café locations, four in New York City (Midtown at 280 Park Avenue, NoMad flagship at 450 Park Ave S, SoHo at 145 Greene St, and West SoHo at 525 Greenwich St inside Hotel Hugo) and one in Aspen, Colorado at the historic Hotel Jerome. Each location is built around bespoke design elements (mosaic floors, copper-leaf domes, terrazzo, custom tile murals, imported Italian mahogany) and serves specialty hot and cold beverages differentiated by house-made non-dairy milks, proprietary syrups, custom tonic water, and custom spice blends. The West SoHo and Aspen locations extend into full food and bar programs.

The company generates revenue through three primary channels: in-store beverage and food sales across its five locations, direct-to-consumer e-commerce selling beans, matcha, subscriptions, and gift cards to a global shipping footprint of more than 200 countries, and a wholesale program for B2B buyers that requires account-based login. The customer base is segmented into coffee enthusiasts and daily drinkers, hospitality and experience seekers, and wholesale partners. Felix Roasting Co. does not disclose ownership, funding history, or management team in its public-facing materials, and no financial figures, M&A activity, or AI capabilities were identified in the available data.

Name

Felix Roasting

Legal name

Felix Roasting Co.

Website

https://felixroastingco.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

11–50 employees

Short description

Felix Roasting Co. is a privately held specialty coffee roaster and café operator founded in 2018, serving coffee enthusiasts and hospitality seekers through five design-forward locations in NYC and Aspen, plus a direct-to-consumer e-commerce platform with subscription, retail bean, matcha, and gift card offerings.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roasting

NAICS

Beverage Manufacturing (3121)

SIC

Retail-Eating & Drinking Places (5810), Beverages (2080)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Coffee Roasting & Grinding (AFAFADAB), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee roasting
• Single-origin coffee beans
• Coffee subscription service
• Specialty beverages retail
• Direct-to-consumer coffee

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices5 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Coffee Bean Sales: Direct sales of roasted coffee beans including Felix Espresso, Felix Decaf, Luxe Filter Blend, and single-origin offerings through e-commerce platform. Products sold in 300g and 454g sizes.
2. Coffee Subscription: Roaster's Choice Subscription at $23.00 per delivery, providing rotating curated coffee selections delivered on a recurring schedule (weekly, biweekly, or monthly options).
3. Ceremonial Matcha Sales: Direct sales of ceremonial grade matcha from Shizuoka, Japan, sold at $34.00 per canister.
4. E-Gift Cards: Digital gift cards sold in denominations of $10, $25, $50, and $100 for online purchases only.
5. Wholesale: B2B wholesale coffee sales to other businesses, though specific details require customer account login.
6. In-Store Beverage Sales: Revenue from specialty hot and cold beverages, delicate bites, and full bar program at physical café locations, featuring house-made non-dairy milks, proprietary syrups, and tonics.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels3 records

Core offering

Felix Roasting Co. roasts and sells specialty single-origin and blended coffees, ceremonial grade matcha, and curated coffee subscriptions direct-to-consumer through its website and physical cafés. In its retail locations, Felix serves specialty hot and cold beverages featuring house-made non-dairy milks, proprietary syrups, custom tonic water, and spice blends, alongside a small food and bar program in select locations.

Product overview

Felix Roasting Co. is a specialty coffee roaster operating as a direct-to-consumer retail business with both e-commerce and physical cafe locations. The product portfolio consists of seven distinct offerings: Felix Espresso (signature blend of Ethiopian, Guatemalan, and Brazilian coffees), Felix Decaf (Mountain Water Process decaffeinated coffees), Luxe Filter Blend (year-round rotating Central/South American blend), Kenya Karurumo Double Washed (single-origin Kenyan coffee), Roaster's Choice Subscription (recurring delivery service), Ceremonial Matcha Canister (premium Japanese matcha), and E-Gift Cards. The company also operates five retail locations in New York City (Midtown, NoMad, SoHo, West SoHo) and Aspen, Colorado. The company positions itself on design, hospitality, and product quality, with house-made non-dairy milks, proprietary syrups, and tonic water as differentiators in their physical locations.

Differentiator

Problem solved

Functional benefit

Products and services

• Roaster's Choice Subscription

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Devoción: NYC-based specialty coffee roaster and cafe chain emphasizing freshness, single-origin sourcing, and minimalist design. Closest geographic and positioning peer to Felix within New York City.
• Intelligentsia Coffee: Pioneering third-wave specialty roaster with direct trade sourcing, cafes, and wholesale accounts. Comparable to Felix on single-origin philosophy, premium pricing, and B2B distribution.
• Blue Bottle Coffee: Premium third-wave specialty coffee roaster and cafe operator with a design-forward experiential model. Most directly comparable to Felix in single-origin sourcing, in-cafe beverage craft, and DTC subscription offerings.
• La Colombe Coffee Roasters: Specialty coffee roaster operating cafes, DTC e-commerce, wholesale distribution, and ready-to-drink beverages. Closely aligned with Felix's premium positioning and multi-channel revenue model.
• Stumptown Coffee Roasters: Specialty coffee roaster with a network of cafes and a strong wholesale program serving restaurants and offices. Directly comparable to Felix across DTC, cafe, and wholesale channels.
• Counter Culture Coffee: Specialty coffee roaster focused on sustainability, transparent sourcing, and training programs for wholesale customers. Comparable to Felix on producer-relationship focus and educational positioning.

Regional players

• % Arabica: Design-driven specialty coffee brand originating in Japan with global expansion. Comparable to Felix on minimal aesthetic, premium single-origin positioning, and curated cafe experiences, though primarily operating outside the US.

Emerging players

• Joe & The Juice: Design-forward specialty coffee and juice chain with proprietary beverages and a tech-enabled loyalty platform. Comparable to Felix on custom beverage recipes and premium experiential positioning.
• Sightglass Coffee: Independent specialty roaster and cafe operator with a strong design aesthetic and single-origin focus. Comparable to Felix in experiential cafe design and small-batch roasting philosophy.

Broad incumbents

• Starbucks Reserve: Starbucks's premium third-wave banner featuring single-origin Reserve coffees and design-forward Reserve Roasteries. Represents the scaled incumbent competing for the same premium coffee occasion Felix targets.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• LinkedInlinkedin.com/company/felix-roasting-co

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds1 record

Investors2 records

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 Felix Roasting