PUPI HOLDINGS OÜ

What PUPI HOLDINGS OÜ does

PUPI HOLDINGS OÜ is an Estonian private limited company (osaühing) that operates a direct-to-consumer specialty coffee e-commerce business at pupicafe.com, shipping globally with 48–72 business hour delivery. The product portfolio centers on portable, single-serve specialty coffee formats — drip bags, brew bags, and cold brew bags — priced at €2.40–€2.66 per unit or €23.57–€25.90 per pack of 10, sourced from Bikila Ibsa Cooperative (Ethiopia, SCA 85.00) and Sancoffee Cooperative (Brazil, SCA 83.25). The company runs a multi-channel digital marketing stack (Instagram, TikTok, blog, email) and uses an AI Sommelier quiz that generates a 'Flavor Radar' visualization to drive product discovery and conversion.

The business model is primarily transactional one-time sales of coffee SKUs, augmented by a customizable subscription box (PUPI Box Combo), digital gift cards with a 17% bonus credit incentive on €35+ purchases, and a Printful-powered lifestyle merchandise line (mugs, apparel, art print, journal). Payments are processed via Stripe; the company does not store full card details. All supply-chain partners are required to be B Corp certified, reflecting a sustainability positioning rather than an in-house certification. The customer base targets coffee enthusiasts, on-the-go consumers, gift buyers, and sustainability-minded purchasers, with no disclosed enterprise or wholesale channels.

Operationally, PUPI presents as an early-stage, founder-operated venture: no management team, no headcount, no funding rounds, no revenue figure, no M&A activity, and no institutional investors are disclosed in available sources. The reported founding year of 2026 and the breadth of recently launched surfaces (AI Sommelier, subscription box, gift cards, merch) are consistent with a launch-phase company building product–market fit rather than an established operator.

Name

PUPI HOLDINGS OÜ

Legal name

PUPI HOLDINGS OÜ

Website

https://pupicafe.com

Company type

Private

Founded year

2026

Operating status

Operating

Short description

PUPI HOLDINGS OÜ is an Estonian DTC specialty coffee e-commerce company selling portable single-origin coffee bags (drip, brew, cold brew) sourced from Ethiopia and Brazil, complemented by an AI Sommelier quiz, subscription box, gift cards, and lifestyle merchandise.

Ownership category

akta.pro rank

Product category

Specialty Coffee

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee e-commerce
• Single origin coffee
• Drip bag coffee
• Cold brew bags
• Portable coffee brewing

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales: Direct e-commerce sales of specialty coffee products including drip bags, brew bags, cold brew, and merchandise. Products sold as individual units or in value packs (x10). Minimum purchase quantities apply for some items (e.g., 6 units for individual bags).
2. Gift Cards: Digital gift cards sold via email delivery. Gift cards include bonus credit (e.g., €30 gift card with 17% extra credit). Recipients sign up and credit applies instantly to purchases. Credit does not apply to shipping costs.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels6 records

Core offering

PUPI sells single-origin specialty coffee from Ethiopia and Brazil in portable single-serve formats — drip bags, brew bags, and cold brew bags — sold individually or in packs of 10, alongside a customizable PUPI Box Combo subscription, digital gift cards, and lifestyle merchandise (mugs, apparel, art prints, journals). The AI Sommelier quiz personalizes product discovery, and orders ship globally with 48–72 business hour delivery.

Product overview

PUPI HOLDINGS OÜ is a specialty coffee e-commerce company offering single-origin, microlot coffees primarily from Ethiopia and Brazil. The product portfolio centers on portable coffee solutions including Individual Cold Brew Bags, Brew Bags, and Drip Bags (available as single units or in packs of 10), alongside a customizable PUPI Box Combo subscription service and digital Gift Cards. The AI Sommelier tool provides personalized coffee recommendations based on user taste preferences. PUPI also offers lifestyle merchandise including the Big Mug PUPI, oversized apparel (t-shirts, hoodies), the Pouring Over Pupi art print, and a Journal—all available through the Printful print-on-demand service. The company positions itself around the 'coffee ritual' concept: specialty coffee designed for consumption anywhere with sustainable, portable formats.

Differentiator

Problem solved

Functional benefit

Products and services

• Individual Cold Brew Bag Single-serve cold brew immersion coffee bag made from Ethiopian specialty coffee. Sold individually with a minimum purchase of 6 units.
• Individual Brew Bag Brazil Individual light-roast hot-brew immersion bag sourced from Sancoffee Cooperative in Brazil. Sold individually with a minimum purchase of 6 units.
• Individual Drip Bag Ethiopia Single-serve pour-over filter coffee bag made from Ethiopian specialty coffee (Bikila Ibsa Cooperative, Heirloom variety, SCA 85.00). Sold individually.
• Individual Drip Bag Brazil Single-serve pour-over filter coffee bag made from Brazilian specialty coffee with caramel, almond, and cocoa notes. Sold individually.
• Cold Brew x 10 Pack Multi-pack of 10 cold brew immersion bags from Ethiopian single-origin specialty coffee.
• Brew Bag x 10 Pack Multi-pack of 10 light-roast hot-brew immersion bags sourced from Sancoffee Cooperative in Brazil.
• Drip Bag x10 Pack Multi-pack of 10 single-serve drip coffee bags combining Ethiopian and Brazilian single-origin lots for a mixed-origin tasting pack.
• PUPI Box Combo Subscription Subscription box service letting customers pick and mix their favorite single-serve specialty coffee filters for recurring delivery.
• Digital Gift Cards Email-delivered digital gift cards with bonus credit incentives, redeemable on the PUPI e-commerce platform.
• Big Mug PUPI Ceramic mug featuring the PUPI character design with a glossy white finish, part of PUPI's lifestyle merchandise line.
• Oversized Cotton T-Shirt Print-on-demand oversized cotton t-shirt, fulfilled via Printful, available in sizes 2XS to 6XL.
• Unisex Oversized Hoodie Print-on-demand unisex oversized hoodie, fulfilled via Printful, available in sizes S to 3XL.
• Pouring Over Pupi Art Print Art print featuring the PUPI character motif, available in multiple sizes (12×16, 16×20, 18×24, 20×30 inches).
• Journal Print-on-demand journal/notebook imported from Printful, marketed to coffee lovers for tasting notes or journaling.
• AI Sommelier Quiz Standalone product discovery and recommendation tool that maps user taste preferences to PUPI's specialty coffee catalog and outputs a personalized Flavor Radar profile.

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability3 records

Feature1 record

Partnerships

Five partnerships are on record, tiered core and minor.

• B Corp CompaniescoreStrategic or Co-development PartnerPUPI exclusively works with B Corp certified companies for their supply chain and operations. The company states: 'We work only with B Corp companies because we share their values and their commitment to creating a positive impact.' This partnership reflects PUPI's commitment to sustainability and responsible business practices as a core brand value.
• StripecoreTechnology or IntegrationPayment processing provider for the e-commerce platform. PUPI's Terms and Conditions state: 'Payments are processed by third-party providers (for example, Stripe). PUPI does not store full card details.' Stripe handles payment authorization and transaction processing.
• Sancaffee CooperativecoreStrategic or Co-development PartnerCoffee farm cooperative based in Brazil providing specialty coffee beans for PUPI's Brazilian-origin products. Products sourced include Brew Bag Brazil (SCA 83.25, natural process, 1200 M.A.S.L.) and Brew Bag x 10 packs.
• Bikila Ibsa CooperativecoreStrategic or Co-development PartnerEthiopian coffee farm cooperative providing specialty coffee for PUPI's Ethiopian-origin products. Products include Drip Bag Ethiopia and the Drip Bag x10 mix pack. Ethiopian coffees feature notes of stone fruits, lemon, cranberry, and black tea with SCA scores of 85.00.
• PrintfulminorOEM/ Whitelabel/ Licensing PartnerPrint-on-demand partner for merchandise products. Merch items (oversized t-shirt, journal, oversized hoodie) are imported from Printful as indicated on product pages.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Blue Bottle Coffee: Blue Bottle is the dominant DTC specialty coffee incumbent with cafés, subscription, and packaged retail. It competes for the same specialty coffee consumer that PUPI targets, though with a vastly broader portfolio (beans, RTD, equipment) and significantly more brand equity.
• Onyx Coffee Lab: Onyx is a specialty coffee roaster with strong competition credentials, DTC storefront, and subscription. It overlaps with PUPI on detailed origin transparency and quality-forward positioning, though at much greater scale and brand recognition.
• Stumptown Coffee Roasters: Stumptown is a well-established DTC specialty coffee incumbent with wholesale, café, and packaged retail. It competes with PUPI for premium coffee consumers but at vastly larger scale and with multi-format product lines.
• Verve Coffee Roasters: Verve is an established specialty roaster with DTC e-commerce, subscription, and café retail. It competes for the same high-end specialty coffee shopper but operates at much larger scale and broader product breadth than PUPI.
• Counter Culture Coffee: Counter Culture is a specialty roaster with strong sustainability credentials and DTC distribution. Its transparency-driven, sustainability-positioned brand overlaps with PUPI's B Corp sourcing narrative, though with broader product formats and channels.

Direct peers

• Yes Plz Coffee: Yes Plz is a small-batch DTC specialty coffee subscription brand with strong brand identity and direct-to-consumer focus. Its subscription economics and brand-led positioning parallel PUPI's model, though Yes Plz ships whole bean rather than single-serve bags.
• Voila Coffee: Voila Coffee is a DTC specialty brand offering single-serve drip bags with detailed origin transparency (farm, altitude, processing). It mirrors PUPI's product format, traceability emphasis, and premium positioning closely.
• Trade Coffee: Trade Coffee is a DTC specialty coffee subscription service that matches users to beans from a curated roaster network. Its subscription + personalization model overlaps with PUPI's PUPI Box Combo and AI Sommelier-driven product discovery approach.
• Cometeer: Cometeer delivers flash-frozen single-serve specialty coffee capsules via DTC, targeting the same on-the-go, equipment-free use case as PUPI's brew/drip bags. Both compete for portable specialty coffee occasions, though via different formats.
• Steeped Coffee: Steeped Coffee sells single-serve specialty coffee in compostable brew bags via DTC. It is the closest format and use-case peer to PUPI — both package premium single-origin coffee into portable, equipment-free formats targeting on-the-go consumers.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/pupi.cafe
• TikToktiktok.com/@pupi.coffee

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

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 PUPI HOLDINGS OÜ