Forsman OÜ

What Forsman OÜ does

Forsman OÜ is an Estonian private limited company operating a direct-to-consumer e-commerce tea retail business under the domain forsman.ee. The company sells a broad assortment of loose-leaf teas (green, black, white, oolong, matcha, rooibos, mate, herbal, fruit, and organic varieties), pyramid tea bags, tea accessories (teapots, strainers, tea jars, mugs), and gift products including WWF-themed Christmas calendars, sourced from producing regions including China, Japan, India, Georgia, Morocco, and South Africa. SKUs are priced per unit from approximately €2.00 for a 60g pack to €112.90 for premium 1kg bulk offerings, with a sale/discount catalog also maintained.

The business is run as a conventional online storefront with a shopping cart, Estonian and English language interfaces, and a Facebook page (facebook.com/forsmanteepood) as its only disclosed social channel. The company is headquartered at Liivalao 14, Tallinn 11216, with CEO Ari Santamäki (Tegevjuht) responsible for product curation, including the proprietary recipes behind the WWF co-branded Christmas calendars produced on Fairtrade tea bases. Forsman has no disclosed external investors and appears to be independently owned.

More recently, Forsman has extended its product surface beyond tea into functional beverages, launching the IMELIQ PURE ENERGY BOOST line (Cherry Glow – Cola Twist, 250ml slim can, with an 18-pack variant), positioning the company to compete in the no-added-sugar energy drink category in addition to its core tea business. The company also runs a minor co-branding partnership with WWF, donating €0.50 per Christmas calendar sold to Arctic conservation efforts.

Name

Forsman OÜ

Legal name

Forsman OÜ

Website

https://forsman.ee

Company type

Private

Founded year

2016

Operating status

Operating

Short description

Forsman OÜ is an Estonian direct-to-consumer e-commerce retailer selling premium loose-leaf teas, tea accessories, gift packages, and recently launched IMELIQ functional energy drinks to individual consumers, primarily in Estonia, through its own online storefront at forsman.ee.

Ownership category

akta.pro rank

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Tea and Tea Accessories Retail: Forsman OÜ generates revenue through direct e-commerce sales of tea products and tea accessories. The company sells a wide range of teas including green, black, white, organic, mate, rooibos, oolong, herbal, and matcha varieties, as well as tea accessories such as teapots, sieves, tea jars, and mugs. Revenue is generated through one-time purchase transactions on their online store with prices ranging from approximately €2.00 to €112.90 depending on product type and quantity.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Forsman OÜ sells premium hand-picked specialty teas and tea accessories through its direct-to-consumer online store at forsman.ee, offering green, black, white, oolong, rooibos, herbal, mate, matcha, fruit, and iced tea varieties in loose-leaf and pyramid bag formats, alongside teapots, strainers, jars, mugs, gift packages, WWF co-branded Christmas calendars, and the IMELIQ PURE ENERGY BOOST functional beverage line. The company operates as a privately held Estonian e-commerce retailer serving primarily the Estonian market.

Product overview

Forsman OÜ is an Estonian tea company (forsman.ee) offering a diverse portfolio of tea products and accessories under the tagline "Tea heals and Makes you beautiful." The product offering includes multiple tea categories: Green Tea (Roheline tee), White Tea (Valge tee), Black Tea (Must tee), Oolong Tea, Mate, Rooibos, Herbal Tea, Matcha, Fruit Tea, and Iced Tea variants. Products are available in various packaging formats including pyramid tea bags, loose-leaf in 60g, 100g, and 1kg packages. The company also offers tea accessories (teapots, strainers, tea jars, mugs), gift packages, and WWF-themed Christmas calendars. Recently, the company expanded into functional beverages with the IMELIQ PURE ENERGY BOOST line of vitamin-enriched energy drinks. Notable product lines include the premium Chinese Exclusive teas (featuring tea cakes and special formats), Japanese Organic teas, and seasonal Christmas/Winter themed blends. The company emphasizes hand-picked quality teas and operates with Fair Trade principles for select products.

Differentiator

Problem solved

Functional benefit

Products and services

• Hiina Exclusive (Chinese Exclusive) Premium Teas A premium specialty tea line sourcing exclusive Chinese teas and offering them in distinctive formats including gift-packaged premium selections, traditional tea cakes, and 0.5 kg packages, targeted at premium tea enthusiasts in Estonia seeking authentic Chinese tea experiences.
• Japanese Organic Teas Certified organic Japanese teas sold across multiple packaging sizes (30g, 60g, 1kg), targeted at health-conscious tea drinkers seeking authentic Japanese organic tea varieties.
• Pyramid Tea Bags (Püramiid teepakk) Pyramid-shaped tea bags designed to combine the convenience of bagged tea with the flavor extraction of loose-leaf tea through improved water flow, sold as a standalone product line for single-serve brewing.
• Matcha Products Japanese matcha tea powders and related matcha products sold as a dedicated category, targeted at premium tea consumers and those interested in traditional Japanese matcha preparation.
• Winter / Christmas Teas (Talve / Jõuluteed) Seasonally themed tea blends packaged in 60g portions for winter and Christmas consumption, designed as festive-flavor tea products targeted at gift buyers and holiday-season tea drinkers.
• Forsman WWF Polar Bear Tea and Christmas Calendar A Fair Trade tea and corresponding Christmas Advent calendar co-developed with WWF (World Wildlife Fund) featuring a polar bear theme, in which 50 cents per calendar sold is donated to WWF for Arctic conservation; targeted at gift buyers and sustainability-minded tea consumers during the Christmas season.
• Forsman WWF Snowman Tea and Christmas Calendar A Fair Trade tea and corresponding Christmas Advent calendar co-developed with WWF featuring a snowman theme, structured as a 25-pyramid-bag Advent product with 50 cents per calendar donated to WWF for Arctic conservation; targeted at gift buyers and families seeking themed holiday tea gifts with an environmental cause component.
• Tea Gift Packages (Kinkepakendid) Pre-assembled gift sets and gift bags bundling multiple teas together for sale as ready-to-give presents, including configurable gift bag options with selectable tea contents, targeted at gift buyers seeking convenient and customizable tea-based presents.
• Tea Accessories (Teapots, Strainers, Tea Jars, Mugs) A categorized accessories offering including teapots, tea strainers, tea storage jars and caddies, mugs and cups, and other brewing accessories such as cast-iron teapot warmers, sold to enable customers to fully prepare and store loose-leaf and bagged teas purchased from the same online store.
• IMELIQ PURE ENERGY BOOST Cherry Glow – Cola Twist (single can) A 250ml slim-can functional energy drink combining cherry-cola flavor with added vitamins and plant extracts and no added sugar, targeted at consumers seeking a flavored energy beverage alternative and marking Forsman's expansion into functional beverages beyond its core tea assortment.
• IMELIQ PURE ENERGY BOOST Cherry Glow – Cola Twist 18-Pack A bulk 18-can packaging of the IMELIQ PURE ENERGY BOOST Cherry Glow – Cola Twist functional energy drink, sold as a separate SKU for customers buying in larger quantities.

Segments4 records

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• WWF (World Wildlife Fund)minorStrategic or Co-development PartnerForsman has partnered with WWF to create special edition teas including Polar Bear WWF Tea and Snowman WWF Tea. For each calendar sold, Forsman donates 50 cents to WWF for Arctic nature conservation and climate work. The teas are made with Fairtrade tea bases following Forsman's own recipes. This partnership supports environmental conservation while creating unique themed products.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Direct peers

• Tea Forte: Premium tea brand with DTC e-commerce, distinctive pyramid tea bags (a format Forsman also emphasizes), and a strong gift and accessory assortment.
• Davidstea: Canadian DTC tea retailer with extensive loose-leaf catalog, gift sets, and seasonal collections. Highly comparable e-commerce-first specialty tea model.
• Adagio Teas: US-based DTC specialty tea retailer selling loose-leaf teas, tea bags, and accessories directly to consumers online. Highly comparable model to Forsman with broader catalog and larger scale.
• T2 Tea: Australia-founded specialty tea retailer with strong brand-led packaging, gift calendar products, and broad tea + accessory catalog. Closely comparable in premium DTC tea experience.
• Harney & Sons: Premium tea brand and DTC retailer with global sourcing, gift-focused product lines, and own-blend development. Comparable premium positioning and accessory attach.
• English Tea Shop: Organic and Fairtrade-focused tea brand selling DTC and through retail. Comparable organic/Fairtrade positioning that Forsman emphasizes in its Japanese and WWF lines.

Emerging players

• Celsius Holdings: Functional energy drink brand that represents the competitive set Forsman enters with its IMELIQ line. Comparable functional beverage positioning targeting health-conscious consumers.

Broad incumbents

• Twinings: Global heritage tea brand with broad assortment across black, green, herbal, and specialty teas. Competes with Forsman at the retail shelf but at vastly greater scale and distribution.
• Whittard of Chelsea: Established UK-based tea retailer with extensive catalog, gift-focused assortment, and strong brand recognition. Comparable premium tea and accessory mix, but at much larger scale.

Regional players

• Tealife: Estonian specialty tea retailer operating in the same domestic market as Forsman. Directly comparable product mix and channel structure within Estonia.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Customer concentration

• Facebookfacebook.com/forsmanteepood

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 Forsman OÜ