Tea Craft
Australian specialty tea company (founded 2007) sourcing loose-leaf teas direct from origin countries for the hospitality industry and home consumers, offering teas, teawares, subscriptions, and wholesale supply via DTC e-commerce and 30+ NSW/Melbourne retail stockists.
- Company typePrivate
- Founded2007
- HeadquartersLidcombe, Australia
- Headcount1–10
- GTM typeB2B and B2C
- OfferingServices
What Tea Craft does
Tea Craft is an Australian specialty tea company founded in 2007 by Arthur and Tjok in Lidcombe, NSW, that sources loose-leaf teas directly from countries of origin (China, India, Japan, Taiwan, Sri Lanka) without added flavouring, artificial colours, or preservatives. Co-founder Tjok departed in 2009 to pursue homeopathy in Bali, leaving Arthur as the principal operator alongside Lynn, who returned full-time during the pandemic. The company self-describes as 'tea naturalists' and operates as a founder-led micro-business with approximately 6 employees and casual staff.
The product portfolio centers on three core categories: (1) loose-leaf teas spanning aged/pu-erh, black/red, blends, green, herbal (OG+), iced tea/boba, immuno (OG+), matcha, oolong, and white (OG+) varieties; (2) teawares including gongfu tools, matcha tools, teapots, and teacups; and (3) gifts, bundles, the 'Fu Bru Cru' subscription service, and digital gift certificates. The company also sells organic spices (cinnamon, ginger, turmeric). A proprietary OG+ (Organic Grade Plus) designation applies to products that meet internal organic certification plus heavy metals and pesticide screening thresholds. Notable single-origin and rare SKUs include Silver Needles Yinzhen, Anji White, Ruby White (Hong Yu Bai Cha), Phoenix Honey Orchid Dancong oolong, and a Latte Grade matcha blended from 8 cultivars via JA Kagoshima Chagyo Inc. (JAK). The technology backbone is a BigCommerce storefront with Australia Post API integration for automated shipping rates and Stripe/PayPal payment processing.
Revenue is generated across four channels: (1) DTC e-commerce on teacraft.com.au with Australia-wide shipping and selective international delivery; (2) B2B wholesale to cafes and restaurants with brewing training and an automated wholesale pricing tier; (3) a network of approximately 30+ retail stockists across NSW and Melbourne; and (4) recurring subscriptions (3- and 6-month 'Fu Bru Cru' terms at $82-$240). Pricing spans $6-$240 per SKU with gift certificates in $50-$200 denominations. No external funding, parent company, or venture capital involvement is evidenced; the business is wholly founder-owned and operates on a cash-flow basis across all channels.
Tea Craft firmographics
Firmographics- Name
- Tea Craft
- Legal name
- Tea Craft
- Website
- https://teacraft.com.au
- Company type
- Private
- Founded year
- 2007
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Australian specialty tea company (founded 2007) sourcing loose-leaf teas direct from origin countries for the hospitality industry and home consumers, offering teas, teawares, subscriptions, and wholesale supply via DTC e-commerce and 30+ NSW/Melbourne retail stockists.
- Ownership category
- akta.pro rank
Tea Craft industry classification
Industry- Product category
- Specialty Tea Retail
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
- akta.pro secondary industries
- Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE), Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)
Keywords
Where Tea Craft is headquartered
LocationHeadquarters
- HQ city
- Lidcombe
- HQ country
- Australia
- HQ region
- Oceania
Offices1 record
Markets served
Tea Craft business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D
Revenue model
- Direct-to-Consumer Online Sales: B2C e-commerce sales of teas, teawares, and accessories through teacraft.com.au. Products include loose-leaf teas (priced $12.50-$210), teawares ($6-$121), and bundles/subscriptions.
- Wholesale to Hospitality: B2B wholesale supply to cafes, restaurants, and hospitality businesses. Returning wholesale customers sign in for automated wholesale rates. New applicants undergo 1 business day approval process.
- Tea Subscriptions ('Fu Bru Cru): Monthly tea subscription service delivering curated teas to doorsteps. Options include Herbal Exotica, Seasonal, and Rare tiers. 3-month ($82-$112) and 6-month ($178-$240) subscription terms available. Teas posted first Tuesday of each month.
- Retail Stockist Sales: Supply agreements with ~30+ retail cafes and eateries across NSW and Melbourne who purchase tea for on-site service.
- Gift Certificates: Digital gift certificates sold in $50, $75, $100, $150, $200 denominations. Certificates expire after 1095 days (3 years) and are non-refundable.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Gift Certificates |
| Subscription | Monthly | 'Fu Bru Cru' Tea Subscription - 3 months |
| Subscription | Monthly | 'Fu Bru Cru' Tea Subscription - 6 months |
| Unit Pricing | Pay-as-you-go | Loose Leaf Tea Products |
Go-to-market motion3 records
Distribution channels4 records
Marketing channels7 records
Tea Craft product offering
Product offeringCore offering
Tea Craft is an Australian specialty tea company that sources loose-leaf teas directly from countries of origin (China, India, Japan, Taiwan, Sri Lanka) and supplies them to hospitality businesses through wholesale and to consumers through its online store. The product range spans premium teas (matcha, oolong, pu-erh, white, green, black/red, herbal, iced tea/boba), teawares (gongfu, matcha tools, teapots, teacups), organic spices (cinnamon, ginger, turmeric), gift bundles, gift certificates, and a monthly tea subscription called Fu Bru Cru. The company also provides brewing education and training to hospitality staff to ensure quality preparation.
Product overview
Tea Craft is an Australian specialty tea company (est. 2007) operating primarily as a B2B wholesale supplier to the hospitality industry while also serving retail customers. The product portfolio consists of three core offerings: (1) Teas - loose leaf teas sourced directly from countries of origin including aged/pu-erh, black/red, blends, green, herbal (OG+), iced tea/boba, immuno (OG+), matcha, oolong, and white (OG+) varieties; (2) Teawares - brewing equipment encompassing gongfu tools, matcha tools (bowls, whisks, scoops, sieves), teapots (cast iron, porcelain, kyusu), and teacups; and (3) Gifts, Bundles + Other - including the 'Fu Bru Cru monthly tea subscription service in 3 or 6-month terms, curated gift sets, and tasting experiences. Additional offerings include Organic Spices (cinnamon, ginger, turmeric), wholesale services for businesses, and educational resources on tea brewing and sourcing. The company emphasizes sourcing teas direct from origin countries without flavouring, with an OG+ designation indicating tested organic products.
Differentiator
Problem solved
Functional benefit
Products and services
- Loose Leaf Teas Sourced directly from countries of origin (China, India, Japan, Taiwan, Sri Lanka) without added flavouring, artificial colours, or preservatives. Spans aged/pu-erh, black/red, blends, green, herbal, iced tea/boba, immuno, matcha, oolong, and white varieties. OG+ designation indicates organic-certified teas tested for heavy metals and pesticides. Tea prices range from $12.50 to $210.
- Teawares Tea brewing equipment including gongfu tools (tongs, pu-erh knives), matcha tools (bowls, whisks, scoops, sieves, whisking stands), teapots (cast iron, porcelain, kyusu), and teacups. Pricing ranges from $6 to $121.
- Organic Spices Organic spices including cinnamon (chips and powder), ginger (powder and root), and turmeric (powder and root), sourced without harmful pesticides or GMOs.
- Gift Certificates Digital gift certificates available in $50, $75, $100, $150, and $200 denominations with themes for Birthday, Celebration, Christmas, and General gifting occasions. Certificates expire after 1095 days and are non-refundable.
- Fu Bru Cru Tea Subscription Monthly tea subscription delivering curated teas to subscribers' doorsteps. Three tiers available: Herbal Exotica (colourful tisanes and blends), Seasonal (coordinated with seasonal availability), and Rare (limited edition teas for gong fu brewing). Available in 3-month ($82-$112) or 6-month ($178-$240) terms, posted the first Tuesday of each month.
- Gift Bundles and Tasting Sets Curated gift sets and bundle packages including Chai Home Pro Set, Compact Brew Kit, Iced Tea Kit, Lunar New Year Bundle, Lucky Yum Cha, WFH Kit, and tasting experiences designed for gifting and exploration.
- Wholesale Program (B2B) B2B wholesale supply service for cafes, restaurants, and hospitality businesses to purchase teas and teawares at automated wholesale rates with an account application process (1 business day approval for new applicants). Includes brewing training for hospitality staff.
- Matcha Tools Specialized matcha preparation equipment including bowls (multiple glaze styles such as Sakura Glaze, Midori Ha, Hoyo, Kobiki, hammered glass, moonlight white ceramic, Togeikano), scoops (Chashaku), whisks (Chasen), sieves (Furui), and whisking stands (Kusenaoshi).
- Matcha - Latte Grade OG+ JAS-certified organic matcha blend of 8 cultivars sourced from JA Kagoshima Chagyo Inc., jet-milled to 14 microns. Designed to cut through milk with sweet, umami, nutty, and marine notes for latte applications.
- Anji White (Anji Bai) Rare green tea varietal from Anji County, Zhejiang Province, China, featuring light leaf colour during mild temperatures, long folded blade shape, savoury flavour, creamy mouthfeel, and high amino acid content (> twice average green tea).
Quantifiable outcome
- Organic matcha supply secured through diversified sourcing across Kagoshima, Kyoto, and Saga regions after global shortage
Companies that use Tea Craft
Customer profileNamed customers8 records
Segments3 records
Ideal customer profiles3 records
Tea Craft technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration7 records
Feature2 records
Tea Craft partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered minor and core.
- OOOOBYminorOnline partner - organic produce platform selling Tea Craft products. Customers can purchase Tea Craft teas through OOOOBY's Sydney-based organic produce delivery service.
- Sample CoffeeminorOnline partner - specialty coffee retailer in Sydney that also sells Tea Craft goods in their online shop under a goods category.
- Retail Stockists (Various Cafes)coreNetwork of ~30+ cafes and eateries across NSW and Melbourne retailing Tea Craft teas. Includes Something For Jess (Chippendale), Kepos Street Kitchen (Redfern), Lee Ho Fook (Melbourne), and others.
- JA Kagoshima Chagyo Inc. (JAK)coreJapanese agricultural cooperative established 1975, producing Tea Craft's organic matcha. Supplies JAS certified organic matcha from Kagoshima region, using jet milling technology to produce consistent latte-grade matcha with 8 blended cultivars.
Scale indicators4 records
Recent moves6 records
Expansion highlights6 records
Tea Craft competitors and assessment
Company assessmentDirect peers
- Harney & Sons: US-based specialty tea company offering premium loose-leaf teas, teawares, and a tea subscription service, with wholesale to hospitality. Directly comparable to Tea Craft on premium sourcing, hospitality channel, and subscription model.
- Smith Teamaker: US specialty whole-leaf tea company with a hospitality wholesale business, DTC e-commerce, and subscription. Comparable on premium sourcing, B2B/wholesale channel, and educational content marketing approach.
- The Tea Centre: Australian specialty tea retailer selling loose-leaf teas, teawares, and accessories online and through gift-focused channels. Operates a similar omni-channel model (DTC + wholesale + stockists) targeting the same premium consumer and hospitality segments as Tea Craft.
- Tea Pigs: UK premium tea brand selling whole-leaf teas, matcha, and infusions through retail, hospitality wholesale, and DTC e-commerce. Comparable to Tea Craft on premium loose-leaf positioning, hospitality supply, and direct-to-consumer subscription offerings.
- Tielka: Australian organic and fair-trade tea brand selling loose-leaf teas, matcha, and tea-based beauty products online. Tielka's organic certifications, premium positioning, and DTC-led model closely parallel Tea Craft's OG+ differentiation and direct-sourcing approach.
Emerging players
- Adagio Teas: US-based online specialty tea retailer offering loose-leaf teas, teawares, and a 'Tea Club' subscription. Comparable on e-commerce-first model, subscription revenue, and broad single-origin catalog targeting enthusiast consumers.
Broad incumbents
- T2 Tea: Australian specialty tea brand offering loose-leaf teas, teawares, and gift-focused products across its own retail stores and wholesale channels. Now owned by Unilever, T2 is the dominant premium-positioned tea brand in Australia and competes directly with Tea Craft's positioning.
- Twinings: Global heritage tea brand with broad loose-leaf and bagged tea portfolio sold across retail and foodservice. Operates as a broad incumbent in the same category but does not specialize in single-origin premium or Australian hospitality wholesale like Tea Craft.
- Dilmah: Sri Lankan single-origin tea brand with global retail and foodservice distribution. A broader incumbent offering single-origin teas across many price points; competes in the same specialty/single-origin narrative but at significantly larger scale.
Regional players
- Nerada Tea: Australian heritage tea producer with retail-packaged teas and foodservice supply across Australia. Regional competitor serving similar Australian hospitality and grocery channels, though positioned more toward mainstream rather than premium specialty.
Market position
Weaknesses5 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Tea Craft social profiles
Digital presenceTea Craft financial estimates
Financial estimateRevenue estimate
Valuation estimate
Tea Craft leadership team
Management profileNumber of profiles
Profiles2 records
Tea Craft funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Tea Craft 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 Tea Craft
What does Tea Craft do?
Tea Craft is an Australian specialty tea company that sources loose-leaf teas directly from countries of origin (China, India, Japan, Taiwan, Sri Lanka) and supplies them to hospitality businesses through wholesale and to consumers through its online store. The product range spans premium teas (matcha, oolong, pu-erh, white, green, black/red, herbal, iced tea/boba), teawares (gongfu, matcha tools, teapots, teacups), organic spices (cinnamon, ginger, turmeric), gift bundles, gift certificates, and a monthly tea subscription called Fu Bru Cru. The company also provides brewing education and training to hospitality staff to ensure quality preparation.
Is Tea Craft a public or private company?
Tea Craft is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Tea Craft founded?
Tea Craft was founded in 2007. It employs 1 to 10 people.
Where is Tea Craft based?
Tea Craft is headquartered in Lidcombe, Australia, in the Oceania region.
How does Tea Craft make money?
Five revenue lines are on record. Direct-to-Consumer Online Sales are the primary driver. The others are wholesale to Hospitality, tea Subscriptions ('Fu Bru Cru), retail Stockist Sales and gift Certificates.
Who are Tea Craft's main competitors?
Direct peers on record are Harney & Sons, Smith Teamaker, The Tea Centre, Tea Pigs and Tielka. Adagio Teas is listed as an emerging player. Broad incumbents are T2 Tea, Twinings and Dilmah. Nerada Tea is listed as a regional player.
Does Tea Craft have an API?
No public API is recorded for Tea Craft.
What industry is Tea Craft in?
Tea Craft's product category is Specialty Tea Retail. Its primary akta.pro industry code is CRAHAGAI, Specialty Coffee & Tea Retail (Beans, Leaves, Accessories), with a secondary code of CRADAHAE, Tea (Leaf, Bagged, Instant, Concentrates). Its NAICS code is 311920 and its SIC code is 2080.