Brook37 The Atelier

Name

Brook37 The Atelier

Legal name

Brook 37 Tea LLC

Website

https://brook37.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Ownership category

akta.pro rank

Product category

Premium Specialty Tea

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Tea (Leaf, Bagged, Instant, Concentrates) (CRADAHAE)

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Tea Blending & Flavoring (AFAFADAG), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Premium loose leaf tea
• Wellness tea blends
• Tea gift collections
• Adaptogenic tea formulations
• Ceremonial matcha products

Headquarters

HQ city

Princeton

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Direct E-commerce Tea Sales: Brook37's primary revenue stream is direct-to-consumer sales of curated premium tea products through its Shopify-powered e-commerce storefront. Products include pyramid tea bags, loose leaf teas, wellness blends, matcha, gift sets, accessories, and tea hampers. Revenue is generated through one-time product purchases with optional subscription/save programs. Free shipping is offered above $59.
2. Corporate and Wholesale Tea Gifting: Brook37 offers premium tea gifting solutions for businesses, corporate events, client appreciation, and special occasions through its dedicated Corporate/Wholesale section. The brand also sells in bulk to Costco and other retail partners, generating wholesale revenue from volume-based product sales to business customers.
3. Custom Gift Hampers and Bundles: Brook37 generates revenue from personalized gift hampers (starting at $75) that include sampler boxes, tea canisters, silver-plated spoons, and personalized greeting cards. The Aurum Collection ($55) and Epicurean Collection ($94) gift boxes represent premium bundled offerings with higher average order values.
4. Retail Channel Sales: Revenue is generated through retail distribution partnerships including Bloomingdale's, Gelson's, Butterfield Market, 1-800-Flowers, Homestead, Zero Bond, Central Market, and Costco locations across Texas, Oklahoma, Louisiana, Arkansas, and Kansas, where Brook37 products are sold on shelves of established luxury and specialty retailers.

Pricing tiers

Go-to-market motion3 records

Distribution channels7 records

Marketing channels7 records

Core offering

Brook37 The Atelier is a luxury tea brand that curates, blends, and packages premium single-estate teas sourced from renowned estates in Darjeeling and Assam (India) and Fujian (China). Its core offerings include black, green, oolong, white, and herbal teas; ceremonial matcha; adaptogen-infused wellness blends; limited-edition seasonal harvests; and curated gift collections delivered through plant-based pyramid tea bags, loose-leaf canisters, and recyclable Eco Packs. The brand targets individual consumers via DTC e-commerce and corporate/wholesale buyers via customized gift hampers, with distribution across premium U.S. retailers.

Product overview

Brook37 The Atelier is a luxury tea brand offering a diverse portfolio of premium teas and wellness products. The core product line includes black teas (Assam, English Breakfast, Darjeeling varieties), green teas, oolong teas, white teas, herbal teas, and ceremonial matcha. Key product collections include: Classic teas (premium Darjeeling and Assam blends), Wellness teas (Body Detox, Immunity Booster, Mind/Focus, Sleep Support, Anti-Inflammation), Limited Edition/Limité prestige teas (rare seasonal harvests like Moonlight Stroll and First Flush Darjeeling), and Gift collections (Aurum, Amore, Ambrosia, Epicurean, and Custom Hampers). The brand also offers accessories including handcrafted ceramic cups, silver-plated tea infusers and spoons, puffer bags, and Maya Tea Bath wellness products. Products are available in multiple formats: pyramid tea bags, loose leaf, eco paper tubes, and premium metal canisters.

Differentiator

Problem solved

Functional benefit

Products and services

• Moonlight Stroll Darjeeling Oolong

Quantifiable outcome

• Moonlight Stroll has won 4 Global Championship awards at the World Tea Expo, establishing competitive differentiation in the specialty tea market.
• +4 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration4 records

Feature6 records

Partnerships

Five partnerships are on record, tiered core.

• 1% for the PlanetcoreStrategic or Co-development PartnerBrook37 is a member of 1% for the Planet, committing 1% of total revenue to environmental sustainability causes. The brand has partnered with 5,000+ businesses through this initiative, which connects member companies with vetted environmental nonprofits and grassroots organizations. This membership is central to Brook37's brand identity as an eco-conscious and socially responsible company, providing third-party ESG credibility and differentiation.
• Darjeeling Tea Estates (Margaret's Hope, Nagiri Farm, Tarzum, Okayti, Pussimbing)coreStrategic or Co-development PartnerBrook37 works directly with renowned Darjeeling tea estates including Margaret's Hope (USDA Organic, Rainforest Alliance, ETP certified), Nagiri Farm (100% Bio-Organic, Fair-Trade certified), Tarzum Tea Estate (Fair Trade, ISO 1901:2008, HACCP by TUV NORD), Okayti Tea Estate, and Pussimbing Tea Estate (USDA Organic, IMO certified). These direct estate relationships enable Brook37 to source small-batch, exclusive teas (45 lbs and 10 lbs limited harvests) and guarantee authenticity through the Indian Tea Board's Darjeeling Logo certification.
• Shopify Inc.coreTechnology or IntegrationBrook37's e-commerce storefront is powered by Shopify Inc., which provides the online e-commerce platform enabling product listings, checkout, payment processing (Shopify Payments), order management, customer accounts, analytics, and marketing tools. Shopify Audiences is used for targeted advertising across Shopify's merchant network.
• Indian Tea BoardcoreStrategic or Co-development PartnerThe Indian Tea Board awards the Darjeeling Logo to tea brands that meet authenticity standards for 100% pure Darjeeling tea. Brook37's use of this certification validates the authenticity and purity of its Darjeeling tea products, protecting consumers from adulteration and establishing quality assurance.
• WBENC (Women's Business Enterprise National Council)coreStrategic or Co-development PartnerWBENC provides world-class certification accepted by thousands of corporations, validating that Brook37 is at least 51% owned, controlled, operated, and managed by women. This certification opens corporate procurement opportunities and B2B sales channels that require or prefer women-owned business suppliers.

Scale indicators8 records

Recent moves6 records

Expansion highlights5 records

Emerging players

• The Tea Spot: US-based functional wellness tea brand focused on hand-blended, health-positioned teas. Comparable to Brook37 on adaptogen/wellness angle and DTC-led premium tea, though at smaller scale and narrower assortment.

Broad incumbents

• Celestial Seasonings (Hain Celestial): Mass-market US herbal and specialty tea brand owned by Hain Celestial. Comparable on US grocery distribution and herbal/wellness tea positioning, but at significantly larger scale and lower price points.
• Stash Tea: US premium-mid tea brand with broad assortment and wide retail distribution. Comparable to Brook37 on specialty tea positioning and US grocery/specialty retail presence, though at a more accessible price tier.
• Teavana (Starbucks): Mass-premium tea brand owned by Starbucks, distributed through Starbucks cafes and retail. Represents a scaled incumbent in the same premium-loose-leaf segment Brook37 targets, with much larger marketing and distribution.
• Twinings (Associated British Foods): Global heritage tea brand with broad premium and mainstream lines. Relevant as a scaled incumbent competing for the same grocery and specialty shelf space that Brook37 pursues through retail partners.

Direct peers

• Mariage Frères: French heritage luxury tea house with direct estate sourcing and iconic packaging. Closest comparable to Brook37 on premium Darjeeling and single-estate positioning, though with a longer heritage and broader international footprint.
• Harney & Sons: Family-owned American premium tea brand offering loose-leaf and pyramid sachets via DTC, wholesale, and hotels/restaurants. Most direct comparable to Brook37 on premium DTC positioning, estate sourcing, and gift-set focus.
• The Republic of Tea: California-based premium tea company selling curated blends and wellness teas through DTC, grocery, and specialty retail. Closely mirrors Brook37's wellness positioning, adaptogen-style blends, and gifting collections.
• Adagio Teas: US-based online-first premium loose-leaf tea brand selling estate-sourced teas and custom blends. Comparable to Brook37 on DTC-led premium positioning and direct sourcing from Darjeeling, Assam, and Fujian origins.
• T2 Tea: Australian premium lifestyle tea brand with own-storefront retail and gift-led positioning. Comparable on experiential retail gifting and modern luxury tea branding aimed at design-conscious consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks1 record

Key highlights6 records

Customer concentration

• Xx.com/brook37tea
• Facebookfacebook.com/BROOK37Tea
• LinkedInlinkedin.com/company/brook37

Compliance5 records

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 Brook37 The Atelier