What L'Heure Bleue does

L'Heure Bleue is a Brussels-based combined tea house and jewelry boutique, founded in 2004 by Muriel and Olivier and operating as the Belgian private limited company L.H.B. & Co SPRL. The business sells bio-certified teas (daily, terroir, aromatized, herbal infusions), artisanal jewelry from independent creators, and unique ceramic teaware through a single physical boutique at 12 Avenue des Arts (Saint-Josse-ten-Noode) and an Odoo-powered e-commerce website serving Belgian customers via Bpost and Mondial Relay delivery. The company holds Certisys BIO certification (BE-BIO-01) since 2013 and maintains an eco-responsible positioning that includes a circular-economy partnership with a local mushroom farm for used tea leaves.

Revenue is generated through one-time product sales across tea, jewelry, ceramics, and gift categories; transaction-based workshop fees (Ateliers Thé from €24.79 to €132.23, Ateliers Bijoux around €45.45); gift certificates from €5 to €300; and B2B HORECA partnerships supplying teas and teaware to hospitality clients. The company serves multiple customer segments — Tea Enthusiasts, Jewelry Lovers, HORECA/B2B accounts, Gift Buyers, and Workshop Participants — and aggregates an ecosystem of independent ceramicists and jewelry creators from across Europe. A sub-brand, Lan Se Tea House, focuses on Gong Fu Cha practice and terroir teas. Distribution is single-country (Belgium), the team remains founder-operated, and no external funding or investor involvement is disclosed.

Name

L'Heure Bleue

Legal name

L.H.B. & Co SPRL

Website

https://lheurebleue.net

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

1–10 employees

Short description

L'Heure Bleue is a Brussels-based tea house and jewelry boutique founded in 2004 by Muriel and Olivier, selling bio-certified teas, artisanal jewelry, and ceramics through a single physical boutique and an Odoo-powered e-commerce site, plus B2B HORECA supply.

Ownership category

akta.pro rank

Headquarters

HQ city

Brussels

HQ country

Belgium

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales - Tea & Tisanes: One-time sale of teas, tisanes, and herbs in various weights (50g, 100g, 250g) with biodegradable packaging. Includes daily teas, terroir teas, aromatized teas, and fruit/plant infusions.
2. Product Sales - Jewelry & Accessories: One-time sale of artisanal jewelry from various creators, including earrings, necklaces, bracelets, rings, and accessories. Also offers repairs and up-cycling services.
3. Product Sales - Ceramics & Teaware: Sale of unique ceramic pieces from artisans including teapots, cups, gaiwans, and teaware accessories. Also includes accessories and dishes.
4. Workshop Fees - Tea Tastings: Revenue from tea tasting workshops including 'Dégustation' sessions for individuals and groups. Prices range from €24.79 (individual) to €132.23 (group sessions like 'TOGETHER').
5. Workshop Fees - Jewelry Creation: Revenue from creative jewelry workshops including Upcycling, Kids, and Creative workshops. Pricing around €45.45 and gift certificates available.
6. Gift Cards: Gift certificates (bons cadeaux) sold in denominations from €5 to €300, redeemable on all products, tastings, and workshops.
7. B2B HORECA Partnerships: Partnerships with HORECA sector (hotels, restaurants, cafés) for tea and teaware supply.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

L'Heure Bleue is a Brussels-based tea house and jewelry boutique that retails bio-certified teas, tisanes, and herbal infusions, artisanal jewelry from independent creators, and handcrafted ceramic teaware. It complements these product lines with paid tea-tasting workshops (Dégustation) and jewelry creation workshops (Ateliers Bijoux), plus gift cards and a B2B HORECA supply service for hospitality venues. Sales occur through a single physical boutique, an Odoo-powered e-commerce site, and direct B2B partnerships.

Product overview

L'Heure Bleue is a combined tea house (maison de thé) and jewelry boutique (boutique de bijou) based in Brussels, Belgium. The business operates as a unified e-commerce platform offering: (1) Tea & Tisanes — including daily teas, terroir/single-origin specialty teas, aromatized teas, and herbal infusions under the Lan Se Tea House sub-brand dedicated to Gong Fu Cha; (2) Jewelry & Accessories — handcrafted pieces from independent creators; (3) Tableware & Ceramics — tea accessories and unique handmade ceramic pieces from artisan potters; (4) Workshops — tea tasting sessions and jewelry making/upcycling workshops; and (5) Gift options — gift cards and fine grocery gift items. The online shop, built on the Odoo e-commerce platform, allows customers to browse and purchase across all product categories.

Differentiator

Problem solved

Functional benefit

Brands

• Lan Se Tea House: A dedicated space for Gong Fu Cha practice, featuring terroir teas and unique ceramic pieces from artisans.

Products and services

• Thés du quotidien (Daily Teas) Everyday teas for regular consumption, including black, green, and aromatized varieties, sold in 50g, 100g, and 250g biodegradable packaging. Targets tea drinkers seeking bio-certified daily options.
• Thés de Terroirs (Terroir Teas) Specialty single-origin terroir teas sourced from specific regions, including the Lan Se Tea House collection, for connoisseurs and Gong Fu Cha practitioners.
• Thés Aromatisés (Aromatized Teas) Bio-certified teas infused with natural flavors such as vanilla, caramel, jasmine, bergamot, and fruits, for consumers seeking flavored tea options.
• Infusions & Tisanes (Herbal Infusions) Caffeine-free herbal infusions and fruit tisanes, including wellness blends and rooibos, sold in biodegradable packaging for daily drinkers.
• Bijoux & Accessoires (Jewelry & Accessories) Handcrafted jewelry from independent creators including necklaces, earrings, bracelets, rings, and fashion accessories, plus a repair and up-cycling service. Targets consumers seeking unique, ethically sourced pieces.
• Vaisselle & Accessoires (Tableware & Teaware) Tea accessories and tableware including teapots, cups, gaiwans, and tea utensils, for consumers equipping their tea practice.
• Pièces uniques de céramistes (Unique Ceramic Pieces) One-of-a-kind ceramic pieces from independent potters including cups, teapots, gaiwans, and tea accessories, partnering with artisans from Czech Republic, Poland, France/US, and Denmark.
• Ateliers Thé (Tea Workshops) Guided tea tasting and discovery workshops in individual and group formats (Me Time, YOU & ME, TRIO, TOGETHER), priced from €24.79 to €132.23, held at the Brussels boutique. Targets tea enthusiasts and groups seeking experiential learning.
• Ateliers Bijoux (Jewelry Workshops) Creative jewelry workshops including upcycling sessions, kids workshops, and creative workshops, priced around €45.45, with gift certificates available. Targets individuals and groups seeking hands-on creative experiences.
• Bons Cadeaux (Gift Cards) Gift certificates redeemable across teas, jewelry, tastings, and workshops, available in denominations from €5 to €300, for gift purchasers and event organizers.
• B2B HORECA Tea & Teaware Supply Partnership supply of bio-certified teas and teaware to hotels, restaurants, and cafés in the hospitality sector, through a dedicated B2B section on the website.

Quantifiable outcome

• Certisys Bio certification since 2013 with full product traceability

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Five partnerships are on record, tiered core and minor.

• CertisyscoreOthers · 1 January 2013Certisys is the Belgian organic certification body that has certified L'Heure Bleue as BIO since 2013. This certification provides customers with traceability guarantees for all organic products. The partnership validates the company's commitment to bio products and provides third-party credibility for their organic claims.
• Various Ceramic ArtisanscoreStrategic or Co-development PartnerL'Heure Bleue collaborates with independent ceramic artisans including Vaclav Dusek (Czech Republic), Vlastimil Hanus (Czech Republic), Andrzej Bero (Poland), Jeremy Keala (France/US), Inge Nielsen (Denmark), Mihai (Czech Republic), and Fluffies & Tea (Czech Republic). These partnerships provide unique handcrafted teaware pieces for the Lan Se Tea House and online store.
• Various Jewelry CreatorscoreStrategic or Co-development PartnerL'Heure Bleue features jewelry from independent creators including Maryam Moqise, La Femme du Banc, Diaperis/Satelite, Nahua, Katwalk, Kigumi, Françoise Zeegers, and others. The boutique serves as a platform for these artisans, providing them retail access while offering customers unique handcrafted pieces.
• Bpost / Mondial RelayminorOthersLogistics partners for order delivery. Bpost and Mondial Relay are used for shipping orders to customers, providing flexible delivery options including home delivery and pickup points.
• Champignonnière de SchaerbeekminorOthersUsed tea leaves from workshop tastings are sent to a mushroom farm project in Schaerbeek, demonstrating the company's eco-responsible practices and circular economy approach.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Mariage Frères: Iconic French tea house and retailer with both tea salons and retail boutiques. Closely comparable to L'Heure Bleue's combination of premium tea curation, in-store tasting/Gong Fu-style experiences, and lifestyle positioning.
• Palais des Thés: French specialty tea retailer with boutique stores, tasting bars, and e-commerce. Comparable to L'Heure Bleue in offering curated loose-leaf teas, in-store tasting experiences, and storytelling around origins and producers.
• Teapigs: UK-based premium tea brand selling loose-leaf teas, herbal infusions, and teaware through DTC and retail. Comparable to L'Heure Bleue in its premium positioning, storytelling-driven brand, and curated assortment of terroir and wellness teas.
• T2 Tea: Specialty tea retailer with a global network of experiential boutiques and a strong e-commerce presence. Comparable to L'Heure Bleue in emphasizing curated tea assortments, in-store discovery, and a giftable lifestyle brand identity.
• Dammann Frères: Long-established French specialty tea retailer with boutiques across France. Comparable to L'Heure Bleue in selling terroir-driven loose-leaf teas, aromatized blends, and gift-oriented assortments through both physical stores and online channels.
• Løv Organic: French organic and bio-certified tea brand with curated loose-leaf teas and infusions. Comparable to L'Heure Bleue in its bio/organic positioning, flavor-forward blends, and presence in specialty retail and hospitality channels.

Broad incumbents

• Whittard of Chelsea: Established UK tea retailer with physical stores, a strong e-commerce site, and a wide assortment of teas, teaware, and gifts. Comparable to L'Heure Bleue in combining tea, teaware, and gift-led retail but with a much larger store footprint.
• Kusmi Tea: Large international specialty tea brand with broad retail distribution, owned retail outlets, and BIO/organic lines. Comparable to L'Heure Bleue in product category and BIO positioning, but operates at significantly greater scale and geographic reach.

Regional players

• Baunat: Belgian-origin jewelry retailer focused on fine and fashion jewelry via online and showroom channels. Comparable to L'Heure Bleue in being a Belgian jewelry retailer curating pieces for discerning customers, though operating at higher price points and via a different channel mix.

Emerging players

• Dille & Kamille: Benelux lifestyle retail chain selling specialty foods, kitchen/homeware, and gifts in a boutique format. Comparable to L'Heure Bleue in combining curated specialty food (including teas) with artisanal homeware and gifting in a small-store concept.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@lheurebleue-brussels
• Facebookfacebook.com/lheurebleuebruxelles
• Instagraminstagram.com/l_heure_bleue_brussels

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 L'Heure Bleue