Cartwheel Coffee Roasters

What Cartwheel Coffee Roasters does

Cartwheel Coffee Roasters, trading as Cartwheel Coffee Ltd., is a privately held specialty coffee roastery and café founded in 2015 and headquartered in Nottingham, with a roastery in Nottingham and a physical café in Beeston. The company sources traceable single-origin and smallholder coffee from individual farmers and washing stations, with procurement relationships spanning Latin America via Caravela Coffee and East Africa via Mercanta and the Musasa Dukunde Kawa cooperative in Rwanda. Operations are led by a small team (5 employees) including multiple Q-Grader accredited professionals who handle quality control and cupping, with the founder Alex serving as CEO and Co-Founder.

The core product portfolio centres on freshly roasted specialty beans, sold in 250g and 1kg sizes with grind options for espresso, moka pot, cafetiere, AeroPress, and filter. Cartwheel introduces 50+ new coffees per year across diverse origins and flavour profiles (Chocolatey + Nutty, Fruity, Bright + Juicy, Boozy + Experimental), supported by a fixed subscription service delivering new origins weekly from £23/month. The product catalogue is extended with branded and third-party brewing equipment (AeroPress, Hario V60, Kalita, Baratza grinders, Kinto ceramics, Fellow line) and accessories, plus digital gift cards from £5 to £100. The tech stack is a conventional Shopify storefront with integrated payments (Stripe, PayPal, GoCardless, Shopify Payments), email automation via Klaviyo, Google Analytics, and shipping through Royal Mail, DPD, and DHL.

Revenue is generated across four streams: direct-to-consumer e-commerce (one-off bean/equipment/gift-card sales), recurring subscriptions, B2B wholesale (coffee supplied to cafes and bakeries such as Kawfee, Bore Street Bakery, and JamCafe), and a weekday café in Beeston serving coffee, food, and freshly baked pastries. Additional revenue comes from coffee education — in-person tastings, 1-1 homebrewing workshops, and online barista qualification courses. GTM combines content marketing (brew guides, blog), organic social (Instagram, Facebook, TikTok), paid acquisition through Google and Facebook, and a dedicated wholesale enquiry funnel. Sustainability is positioned centrally, with 100% renewable energy, 100% recyclable packaging, and partnerships such as Extract Paper by GF Smith and Too Good to Go.

Name

Cartwheel Coffee Roasters

Legal name

Cartwheel Coffee Ltd.

Website

https://cartwheelcoffee.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Cartwheel Coffee Roasters is a Nottingham-based specialty coffee roastery and café that sources traceable single-origin coffees and sells them via Shopify direct-to-consumer e-commerce, weekly subscriptions, wholesale supply to local cafés and bakeries, and an on-site café in Beeston.

Ownership category

akta.pro rank

Product category

Specialty Coffee Roastery

NAICS

Coffee and Tea Manufacturing (31192), Coffee and Tea Manufacturing (311920)

SIC

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

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Coffee Roasting & Grinding (AFAFADAB), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)

Keywords

• Specialty coffee roasting
• Coffee bean retail
• Coffee subscription service
• Wholesale coffee supply
• Coffee equipment retail

Headquarters

HQ city

Beeston

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Product Sales: Direct sales of roasted specialty coffee beans to consumers through e-commerce. Products offered in 250g and 1kg sizes with multiple grind options (Wholebean, Espresso, Moka Pot, Cafetiere, Aeropress, Filter)
2. Coffee Subscriptions: Recurring subscription model with new coffees every week. Starting at £23 with free shipping and pause/cancel anytime flexibility.
3. Wholesale B2B: Bulk coffee sales to cafes, restaurants, and bakeries. Requires contact with wholesale team for pricing and volume arrangements.
4. Equipment Sales: Sales of brewing equipment including AeroPress, V60, Kalita Wave, Baratza grinders, Kinto ceramics, and accessories
5. Café/Food Service: Physical café in Beeston serving coffee, food, and freshly baked pastries. Open 8am-5pm weekdays with kitchens until 3pm.
6. Gift Cards: Digital gift cards sent via email in denominations from £5 to £100
7. Workshops: Coffee tastings, 1-1 workshops for homebrewing skills, and online barista qualification courses

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels7 records

Core offering

Cartwheel Coffee Roasters is a small specialty coffee roastery and café in Nottingham that sources traceable coffee from individual farmers and washing stations, roasts it in-house, and sells it directly to consumers online (including via a subscription starting at £23), to wholesale café and bakery customers, and through its own Beeston café. The product portfolio is rounded out with curated brewing equipment (AeroPress, V60, Kalita, Baratza, Kinto), gift cards, and coffee tasting and homebrewing workshops.

Product overview

Cartwheel Coffee Roasters is a specialty coffee roastery and cafe in Nottingham, UK, operating primarily as an e-commerce business. The core offerings include specialty coffee beans sourced from traceable origins worldwide (50+ new coffees annually) and a flexible subscription service starting at £23. The product portfolio is supported by an extensive range of brewing equipment including AeroPress, V60, Kalita, Moccamaster, Baratza grinders, and Kinto ceramics. Additional offerings include wholesale programs for B2B customers, on-site cafe dining, and coffee education workshops. The e-commerce platform is powered by Shopify with integrated payment processing (Stripe, PayPal, Shopify Payments, GoCardless) and shipping logistics (Royal Mail, DPD, DHL).

Differentiator

Problem solved

Functional benefit

Products and services

• Specialty Coffee Beans Whole bean and ground specialty coffee sourced from individual farmers and cooperatives worldwide, offered in 250g and 1kg sizes with multiple grind options (Wholebean, Espresso, Moka Pot, Cafetiere, Aeropress, Filter) and flavor profiles (Chocolatey + Nutty, Fruity, Bright + Juicy, Boozy + Experimental). Sold to home consumers via the Shopify storefront.
• Coffee Subscription Recurring subscription delivering freshly roasted coffee to home consumers, with new coffees every week, starting at £23 with free shipping and pause/cancel anytime flexibility.
• Tasting Box Gift Set

Quantifiable outcome

• 50+ new coffees per year from diverse origins
• +3 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration10 records

Feature2 records

Partnerships

Nine partnerships are on record, tiered core and minor.

• Caravela CoffeecoreOthersCoffee sourcing partner providing traceable specialty coffee from smallholder farmers in Latin America. Sourced Jinotega Nicaragua coffee through Caravela's PECA grower education program training over 2000 coffee producers annually.
• MercantacoreOthersSpecialty coffee importer founded in 1996, supplying roasters worldwide. Sourced Rwanda Rambagira Kawa Women coffee, with relationship dating to 2007 with Musasa Dukunde Kawa cooperative.
• Musasa Dukunde Kawa CooperativecoreOthersRwanda coffee cooperative operating four washing stations in north-western Rwanda. Named Overall African Winner of 2022 Fairtrade Africa Gender Equality Champion. Producers' incomes have at least doubled through specialty market participation.
• Rambagira Kawa Women's GroupminorOthers130 women members of the Rambagira Kawa Women's Group produce exclusively-processed coffee. Premiums directly reinvested into community initiatives supporting widows, genocide survivors, and heads of households.
• Royal MailminorOthersUK shipping partner for product delivery to customers
• DPDminorOthersUK shipping partner for product delivery to customers
• DHLminorOthersInternational shipping partner for product delivery
• Extract Paper by GF SmithminorStrategic or Co-development PartnerSupplier of recycled paper products that transform coffee cups destined for landfill into menus and tasting cards. Partnership enables sustainable menu production from waste materials.
• Too Good to GominorStrategic or Co-development PartnerApp connecting restaurants and cafés with excess food surplus to customers, helping reduce food waste at café locations

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Origin Coffee: UK specialty roaster with cafés, wholesale, and DTC subscription. Direct overlap on traceable sourcing, café/roastery presence, and subscription model.
• Pact Coffee: UK specialty coffee roaster with a strong subscription model and direct-to-consumer focus. Competes directly with Cartwheel on home-delivery specialty coffee, similar target audience of home enthusiasts, and overlapping sourcing narratives.
• Square Mile Coffee Roasters: London-based specialty roaster with strong wholesale B2B and DTC channels. Directly comparable on specialty coffee roasting, Q-grader expertise, and wholesale café partnerships.
• Union Hand-Roasted Coffee: One of the UK's largest specialty roasters with traceable sourcing, subscription service, and wholesale B2B. Comparable on producer-direct sourcing, Q-grader involvement, and subscription/equipment offerings.
• Ozone Coffee Roasters: UK specialty roaster with cafés in London and Norwich. Comparable on roastery + café model, direct relationships with farmers, and education-driven brand.
• Extract Coffee Roasters: Bristol-based specialty roaster with strong B2B wholesale and sustainability focus. Comparable on wholesale focus, sustainability messaging, and small-batch specialty positioning.
• Workshop Coffee: London specialty roaster with cafés and wholesale partnerships. Comparable on specialty coffee retail, café operations, and education-led brand positioning.
• Hasbean Coffee: Staffordshire-based specialty roaster with traceable single-origin coffees and direct farmer relationships. Comparable catalog breadth, origin-focused sourcing, and DTC positioning.
• Monmouth Coffee: Renowned UK specialty roaster and café operator with strong quality reputation. Comparable on roastery + café dual model and premium position in UK specialty coffee.

Broad incumbents

• Costa Coffee: UK's largest coffee chain and mass-market incumbent. Provides context on competitive intensity in UK coffee retail and serves overlapping consumer demand for coffee, though at a vastly different price point and scale.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/cartwheelcoffee
• Instagraminstagram.com/cartwheelcoffee
• TikToktiktok.com/@cartwheelcoffee
• LinkedInlinkedin.com/company/cartwheel-coffee

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Cartwheel Coffee Roasters