What The Reboot Trading PLC does

The Reboot Trading PLC is an Ethiopian privately held diversified holding company headquartered in Addis Ababa, operating a portfolio of ventures across hospitality, professional networking, media, livestock, and retail. Its operating assets include Reboot Coffee, a cowboy-themed café in the 4kilo area of Addis Ababa offering premium Ethiopian coffee, gourmet steaks, and a VIP office space for professional meetings; Reboot Group, a 2,700-member Telegram community focused on personal growth and business opportunities; Reboot Plus (R+), an invitation-only Discord-hosted VIP community for high-level Ethiopian professionals; and Borena Prime, a premium livestock development brand combining traditional husbandry with modern ranching practices. The company also maintains B2B partnerships with traders in car equipment, prayer rugs, watches, and mining resources, and produces podcast and live-session content on self-improvement, entrepreneurship, and financial literacy.

The business model blends direct-to-consumer hospitality sales (one-time transactions at the café), recurring subscription revenue from the R+ VIP community, community/media content monetization, B2B trading commissions across multiple retail verticals, and livestock sales through Borena Prime targeting local markets with stated ambitions for global exports. Go-to-market is primarily community-led: the Telegram group functions as an organic acquisition engine, the Discord tier enables premium positioning through scarcity (handpicked membership), and the café serves as a physical brand touchpoint and networking venue. Pricing for café menu items, VIP memberships, and other services is not publicly disclosed; prospective customers are directed to contact the company directly. No proprietary technology platform, app, or API has been disclosed, and the only documented technology integration is Google reCAPTCHA for the website contact form.

The company was co-founded in 2023 by CEO Alazar Derbie (born 1998, previously founded Mastiff Limited) and President Henos Tesfaye (born 1995, founder of Fit Ethiopiawi fitness channel). It has since expanded its leadership to include a CTO (Yeabsra Henok) and an Executive Chef (Amanuel Semahegn). The company closed a $150,000 funding round in September 2025 with undisclosed investors. Geographic operations are confined to Ethiopia, though management has stated intent to expand internationally and generate foreign income.

Name

The Reboot Trading PLC

Legal name

The Reboot Trading PLC

Website

https://therebootplc.com

Company type

Private

Founded year

2023

Operating status

Operating

Headcount range

1–10 employees

Short description

The Reboot Trading PLC is an Addis Ababa-based Ethiopian holding company operating Reboot Coffee (cowboy-themed café), Reboot Group (2,700-member Telegram community), Reboot Plus (invitation-only Discord VIP network), and Borena Prime (livestock brand), serving Ethiopian professionals, hospitality consumers, and trading partners.

Ownership category

akta.pro rank

Product category

Diversified Hospitality and Networking

NAICS

Other Specialty Food Retailers (44529)

akta.pro primary industry

Coffee Chains & Franchise Cafes (THAFADAB)

Keywords

• Specialty coffee retail
• Premium hospitality services
• Professional networking community
• Sustainable livestock ranching
• Media content production

Headquarters

HQ city

Addis Ababa

HQ country

Ethiopia

HQ region

Africa

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Supply Chain, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Hospitality — Reboot Coffee: Reboot Coffee generates revenue through the sale of premium Ethiopian coffee, gourmet steaks, and food & beverage products at its cowboy-themed café in Addis Ababa. Additional revenue is derived from VIP office space rentals for professional networking and meetings.
2. VIP Membership — Reboot Plus (R+): Reboot Plus (R+) is a premium Discord-hosted VIP community that generates revenue through membership fees from handpicked high-level professionals and business leaders seeking exclusive networking, insights, and collaborative growth opportunities.
3. Community and Media Production: Revenue is generated through podcast series, live sessions, and community programs focused on self-improvement, entrepreneurship, and financial literacy, targeting Reboot Group's 2,700-member community and beyond.
4. Retail and Commerce Partnerships: The company earns revenue through partnerships with traders in car equipment, prayer rugs, watches, and mining resources, likely through commission, trading, or distribution arrangements.
5. Livestock — Borena Prime: Borena Prime operates as a premium livestock development brand combining traditional husbandry with innovative ranching practices to supply local markets, support Reboot Coffee, and lay groundwork for global exports.

Go-to-market motion3 records

Distribution channels5 records

Marketing channels6 records

Core offering

The Reboot Trading PLC is a diversified Ethiopian holding company that operates a portfolio of ventures: a cowboy-themed café (Reboot Coffee) selling premium Ethiopian coffee and gourmet steaks with attached VIP office space; an invitation-only Discord VIP community (Reboot Plus / R+) for high-level professionals; a 2,700-member Telegram community (Reboot Group) for personal growth and business networking; a sustainable livestock development brand (Borena Prime); and media programming (podcasts and live sessions) on entrepreneurship and self-improvement.

Product overview

The Reboot Trading PLC is a diversified business group operating as a multi-industry portfolio company with ventures spanning hospitality, networking, technology, logistics, retail, and media production. The portfolio includes Reboot Coffee (cowboy-themed café with VIP networking space), Reboot Plus (R+, an exclusive Discord-based VIP community for professionals), Reboot Group on Telegram (2,700-member networking community), Borena Prime (sustainable livestock development), and media/podcast content. The company is led by CEO Alazar Derbie and President Henos Tesfaye, both Ethiopian entrepreneurs with ventures in coffee, fitness, fashion, and networking.

Differentiator

Problem solved

Functional benefit

Brands

• Reboot Coffee: A cowboy-themed café in Addis Ababa offering premium Ethiopian coffee, gourmet steaks, and a VIP networking space for professionals and entrepreneurs.
• Reboot Plus (R+)
• Borena Prime
• Reboot Group

Products and services

• Reboot Coffee A cowboy-themed café in Addis Ababa offering premium Ethiopian coffee, gourmet steaks, and a VIP office space for professionals and entrepreneurs, serving both walk-in consumers and business visitors.
• Reboot Plus (R+) An exclusive VIP community hosted on Discord for handpicked high-level professionals and business leaders, offering networking events, advanced business insights, and collaborative growth opportunities.
• Reboot Group (Telegram Community) A 2,700-member Telegram community focused on personal growth, business opportunities, and intellectual engagement, serving as an organic growth engine for the broader Reboot ecosystem.
• Borena Prime A premium livestock development brand combining traditional husbandry with innovative ranching practices to raise healthy, resilient cattle for local markets, supply Reboot Coffee, and lay groundwork for global exports.
• Podcast Series and Live Sessions Media and education content including podcast series and live sessions covering self-improvement, entrepreneurship, and financial literacy, distributed through community channels to attract and educate prospective members and customers.

Quantifiable outcome

• 2,700+ active community members engaged through the Reboot Group Telegram platform
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

Four partnerships are on record, tiered minor.

• Traders in Car EquipmentminorChannel Partner/ Reseller/ DistributorThe Reboot Trading PLC has established commercial partnerships with traders in the car equipment sector. This partnership falls under the company's retail and commerce vertical, contributing to the diversified revenue streams across its portfolio of ventures.
• Traders in Prayer RugsminorChannel Partner/ Reseller/ DistributorThe Reboot Trading PLC partners with traders in prayer rugs as part of its retail and commerce operations, expanding its product portfolio and market reach in Ethiopia's specialist retail sector.
• Traders in WatchesminorChannel Partner/ Reseller/ DistributorWatch traders are among the retail partners collaborating with The Reboot Trading PLC, contributing to the company's diversified commerce operations in Ethiopia.
• Traders in Mining ResourcesminorChannel Partner/ Reseller/ DistributorThe Reboot Trading PLC has partnerships with mining resource traders as part of its retail and commerce strategy, leveraging Ethiopia's resource sector through collaborative trading arrangements.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Others

• YPO (Young Presidents' Organization): Global peer network for senior executives and business leaders with membership-based access to events, learning, and networking. The closest analog to Reboot Plus (R+)'s handpicked VIP professional community concept.
• NeueHouse: Members-only workspace and cultural venue for creative professionals. Comparable to Reboot Coffee's VIP office space rental component combined with curated professional community.
• Vistage: Peer advisory and executive coaching organization for SME CEOs and business leaders. Functionally comparable to Reboot Plus (R+)'s curated, paid community of business leaders seeking growth insights and peer connections.
• Soho House: Global membership-based club for creatives and professionals with physical hospitality venues. The closest analog to Reboot's combined Reboot Coffee + Reboot Plus (R+) membership model that fuses a premium social space with curated paid membership.

Direct peers

• Kaldi's Coffee: Ethiopian-origin coffee chain operating cafés across East Africa. Closest direct competitor to Reboot Coffee in the multi-outlet Ethiopian specialty coffee category, though Kaldi's is significantly more scaled.
• Tomoca Coffee: Iconic Addis Ababa-based specialty coffee brand with its own roastery and café operations. Direct comparable to Reboot Coffee on specialty Ethiopian coffee retail and café experience in the same city.

Broad incumbents

• Costa Coffee: Established multi-national coffee chain with deep emerging-market café experience. Broad incumbent comparable to Reboot Coffee's ambition to scale a branded café concept across multiple markets.
• Starbucks: Global coffee chain incumbent. While not present in Ethiopia, serves as the broad benchmark for coffee-as-third-place and café-as-community concepts that Reboot Coffee is adapting locally.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/TheReboot_
• LinkedInlinkedin.com/company/thereboot-plc

Revenue estimate

Valuation estimate

Number of profiles

Profiles4 records

Subsidiaries4 records

Funding overview

Funding rounds1 record

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 The Reboot Trading PLC