Thés de la Pagode
Thés de la Pagode is a French organic tea company (founded ~1989) that sources from high-altitude Asian gardens and sells health-functional and gourmet teas, rooibos, matcha, latte powders, and dietary supplements via its DTC website and 2,000+ organic retail partners across France and select Western European countries.
- Company typePrivate
- Founded1989
- HeadquartersParis, France
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Thés de la Pagode does
Thés de la Pagode is a privately held French organic tea and infusion company founded in 1989 (firmographics state 1987), headquartered in France, operating with an 11-50 employee base. It sources from isolated, preserved high-altitude gardens (1,200-1,800 m) across seven Chinese provinces — Yunnan, Fujian, Zhejiang, Guizhou, Hubei, Guangxi, and Anhui — using traditional processing methods including long fermentation for pu-erh. The portfolio is organized around three pillars: (1) functional health teas (Santé) such as the clinically studied Hao Ling for cholesterol, Qi Cha for immunity, and Lyn Don for blood sugar, several of which leverage the proprietary Brevet ABC (Actifs Bio Concentrés®) patent for bioactive enrichment; (2) wellness teas, rooibos, and iced infusions; and (3) premium lines including ceremonial-grade matcha, latte powders (Golden, Pink, Ubé), and a recently extended dietary-supplement capsule range. All products are certified Agriculture Biologique (AB) and fair trade; the company formalized its ESG commitments in 2020 by becoming an "entreprise à mission" under France's PACTE law.
The company runs a hybrid go-to-market combining direct-to-consumer e-commerce via thesdelapagode.com — featuring a subscription program (-15%), loyalty point scheme, free delivery over €49, and a mail-order catalogue — with a wholesale channel distributing through 2,000+ organic and dietetic boutiques across France and three named international retail partners (El Corte Inglés in Spain, Rob in Belgium, Caviar House & Prunier in Switzerland). Revenue streams are unit-priced (e.g., €21.90 for 30 sachets of Hao Ling, €17.75 for Zou Cha, €9.25 for 18 sachets of Gingo) with volume and subscription discounts. Customer acquisition is supported by an extensive educational content library ("Guide du Thé"), 11,009+ verified reviews averaging 4.5/5, a referral program, and organic retail visibility. International markets served are limited to FRA, ESP, BEL, and CHE; no global footprint claim is made. The company has no disclosed funding rounds, no M&A activity, no parent company, and no disclosed leadership team beyond generic customer-service contacts, indicating a founder-owned, independent operating posture.
Thés de la Pagode firmographics
Firmographics- Name
- Thés de la Pagode
- Legal name
- Thés de la Pagode
- Website
- https://thesdelapagode.com
- Company type
- Private
- Founded year
- 1989
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Thés de la Pagode is a French organic tea company (founded ~1989) that sources from high-altitude Asian gardens and sells health-functional and gourmet teas, rooibos, matcha, latte powders, and dietary supplements via its DTC website and 2,000+ organic retail partners across France and select Western European countries.
- Ownership category
- akta.pro rank
Thés de la Pagode industry classification
Industry- Product category
- Organic Tea and Herbal Infusions
- NAICS
- Coffee and Tea Manufacturing (311920), Spice and Extract Manufacturing (311942), Medicinal and Botanical Manufacturing (325411)
- SIC
- Beverages (2080), Medicinal Chemicals & Botanical Products (2833)
- akta.pro primary industry
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)
- akta.pro secondary industries
- Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends) (CRADAOAO), Tea Blending & Flavoring (AFAFADAG), Herbal & Botanical Supplements (CRADAGAD), Coffee & Tea Concentrates, Syrups & Extracts (CRADAHAI)
Keywords
Where Thés de la Pagode is headquartered
LocationHeadquarters
- HQ city
- Paris
- HQ country
- France
- HQ region
- Europe
Offices2 records
Markets served
Thés de la Pagode business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Operations
Revenue model
- Direct E-commerce Sales: Online sales through the company's website with subscription model offering 15% discount. Products sold in various formats: individual sachets, boxes, and bulk packs. Additional revenue from loyalty point redemptions.
- Wholesale / B2B Retail Distribution: Sales to over 2000 organic and dietetic boutiques in France, and international retailers in Spain, Belgium, and Switzerland. Products also available through mail-order catalogue.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Hao Ling (Cholesterol) - 30 sachets |
| Unit Pricing | Pay-as-you-go | Zou Cha (Articulation) - 30 sachets |
| Unit Pricing | Pay-as-you-go | Gingo (Circulation) - 18 sachets |
| Subscription | Monthly | Subscription (-15%) |
| Unit Pricing | Pay-as-you-go | Iced Infusions - Bissap |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels6 records
Thés de la Pagode product offering
Product offeringCore offering
Thés de la Pagode sources, blends, and sells certified organic Asian teas and herbal infusions targeted at specific health benefits (cholesterol, blood sugar, circulation, immunity, stress, sleep, weight, detox). The company distributes its blends through its own DTC e-commerce website (with subscription), a mail-order catalogue, and over 2,000 organic and dietetic retail boutiques in France plus select international retailers. It also markets vegan dietary supplements in capsule form using extracts from its tea blends.
Product overview
Thés de la Pagode is a French organic tea company operating since 1989, offering a comprehensive portfolio of health-focused teas, infusions, and dietary supplements. The product line is organized around three main pillars: (1) Santé teas - clinically-formulated functional teas targeting specific health concerns including cholesterol (Hao Ling), blood sugar (Lyn Don), circulation (Gingo), joints (Zou Cha), vitality (Yelong), immunity (Qi Cha), stress (Relaxaé), memory (Morri), weight management (Sveltaé), and skin beauty (Ydrao); (2) Infusions & Rooibos - caffeine-free herbal beverages including cold brew iced infusions, sleep aids (Nuilong), digestive support (Digestao), and feminine balance (Elixir d'Infusion Équilibre Féminin); and (3) Premium products including ceremonial-grade Matcha Bio, latte powders (Golden Latte, Pink Latte, Ubé Latte), and complementary dietary supplements in vegan capsule form covering cholesterol, sleep, weight management, digestion, and immunity. The company also offers accessories, gift sets, subscription services, and a loyalty program. All products are certified organic (Agriculture Biologique) and fair trade, with patented Actifs Bio Concentrés (ABC) technology used to enrich certain health blends.
Differentiator
Problem solved
Functional benefit
Products and services
- Hao Ling
Quantifiable outcome
- Hao Ling: Increase in good cholesterol (HDL) after 1 month of consumption (3 infusettes/day) in clinical study of 131 patients with hypercholesterolemia.
- +3 more outcomes
Companies that use Thés de la Pagode
Customer profileNamed customers2 records
Segments2 records
Ideal customer profiles2 records
Thés de la Pagode technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature2 records
Thés de la Pagode partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- El Corte InglésminorEl Corte Inglés, a prestigious department store chain in Spain, stocks Thés de la Pagode products, extending the brand's reach to Spanish consumers seeking organic health teas.
- Rob (Belgium)minorRob, a retailer in Belgium, carries Thés de la Pagode products, providing access to Belgian health-conscious consumers interested in organic Asian teas.
- Caviar House & Prunier (Switzerland)minorPremium Swiss retailers Caviar House and Prunier stock Thés de la Pagode products, aligning with the brand's positioning in high-end, quality-focused retail environments.
- 2000+ Organic and Dietetic Boutiques (France)coreOver 2000 organic and dietetic boutiques across France distribute Thés de la Pagode products, representing the primary offline retail channel. These partners share the brand's commitment to organic, fair trade, and sustainable products.
Scale indicators3 records
Recent moves6 records
Expansion highlights5 records
Thés de la Pagode competitors and assessment
Company assessmentDirect peers
- Teapigs: UK premium tea brand with whole-leaf teas, matcha, and wellness infusions sold via DTC and premium retail. Comparable in premium pricing and DTC-plus-retail distribution.
- Kusmi Tea: Paris-based premium tea brand blending wellness-positioned teas with vibrant packaging, distributed via DTC, retail, and foodservice. Most direct functional/wellness tea peer in the French market.
- Clipper Tea: UK-based organic, Fairtrade tea brand offering everyday black/green/herbal teas with strong ethical credentials. Comparable in organic and fair-trade certification-led positioning.
- Pukka Herbs: UK-based organic herbal tea brand (Unilever-owned) specializing in wellness teas and infusions with clinical-grade Ayurvedic formulations. Closely comparable in organic-certified, functional/wellness positioning.
- T2 Tea: Premium Australian-founded tea retailer with boutique stores, DTC, and international expansion offering functional and gourmet blends. Comparable in boutique retail plus DTC premium positioning.
- Mariage Frères: Iconic French tea house with its own retail boutiques, DTC e-commerce, and extensive tea range. Direct competitor in the French premium and gourmet tea category, with similar boutique-led positioning.
- Palais des Thés: French premium tea retailer and brand offering single-origin and flavored teas through DTC and boutique retail. Comparable to Thés de la Pagode in French market positioning, premium price points, and store-based plus online distribution model.
- Yogi Tea: Functional herbal and wellness tea brand with targeted benefit blends (sleep, detox, immunity). Directly comparable in functional tea positioning and retail-channel distribution strategy.
- Traditional Medicinals: US herbal tea company built on therapeutic positioning (digestion, sleep, immunity) with clinical herbal credentials. Closely comparable in functional/wellness herbal tea positioning.
Broad incumbents
- Twinings: Global incumbent tea brand with wide functional, wellness, and traditional tea portfolio. Overlaps in functional tea category but operates at much larger scale across mainstream retail.
Market position
Strengths5 records
Weaknesses4 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Thés de la Pagode social profiles
Digital presenceThés de la Pagode financial estimates
Financial estimateRevenue estimate
Valuation estimate
Thés de la Pagode leadership team
Management profileNumber of profiles
Thés de la Pagode funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Thés de la Pagode 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 Thés de la Pagode
What does Thés de la Pagode do?
Thés de la Pagode sources, blends, and sells certified organic Asian teas and herbal infusions targeted at specific health benefits (cholesterol, blood sugar, circulation, immunity, stress, sleep, weight, detox). The company distributes its blends through its own DTC e-commerce website (with subscription), a mail-order catalogue, and over 2,000 organic and dietetic retail boutiques in France plus select international retailers. It also markets vegan dietary supplements in capsule form using extracts from its tea blends.
Is Thés de la Pagode a public or private company?
Thés de la Pagode is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Thés de la Pagode founded?
Thés de la Pagode was founded in 1989. It employs 11 to 50 people.
Where is Thés de la Pagode based?
Thés de la Pagode is headquartered in Paris, France, in the Europe region.
How does Thés de la Pagode make money?
Two revenue lines are on record. Direct E-commerce Sales are the primary driver. The others are wholesale / B2B Retail Distribution.
Who are Thés de la Pagode's main competitors?
Direct peers on record are Teapigs, Kusmi Tea, Clipper Tea, Pukka Herbs, T2 Tea, Mariage Frères, Palais des Thés, Yogi Tea and Traditional Medicinals. Twinings is listed as a broad incumbent.
Does Thés de la Pagode have an API?
No public API is recorded for Thés de la Pagode.
What industry is Thés de la Pagode in?
Thés de la Pagode's product category is Organic Tea and Herbal Infusions. Its primary akta.pro industry code is CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates), with a secondary code of CRADAOAO, Ingredient Blends & Systems / Custom Formulation (Seasoning Systems, Functional Blends). Its NAICS code is 311920 and its SIC code is 2080.