The Rabbit Hole Organic Tea Bar

What The Rabbit Hole Organic Tea Bar does

The Rabbit Hole is an Australian Made & Owned organic tea company founded in 2010 by Corinne Smith and Amara Jarratt, operating as a privately held family business. The company sells premium loose leaf teas, tea bags, treats, and teaware through a Shopify-powered D2C e-commerce storefront (therabbithole.com.au), with a national wholesale channel serving cafes, restaurants, and retail stockists across Australia. Its product portfolio includes 24+ signature blends organized into flavor profiles (Pure, Floral, Zesty, Spicy, Creamy, Fruity, Caffeine Free) and a distinctive Australian Native Tea Collection featuring indigenous ingredients such as Wattleseed, Strawberry Gum, Bush Lemon, Native Mint, and Kakadu Dreaming, hand-harvested by indigenous communities.

The company generates revenue through five primary streams: one-time retail tea sales (canisters $24.95-$65 AUD, bulk bags, tea bags), a monthly Tea Mail subscription at $99 AUD/month with tasting notes and freebies, wholesale/B2B partnerships with menu creation support, private label and contract manufacturing services, and gift products (sets, vouchers $50-$200, hamper builder). The technology stack is straightforward: Shopify e-commerce with native payment integrations (Shop Pay, PayPal, Apple Pay, Google Pay, Afterpay) and an Unleashed Software wholesale ordering portal. No proprietary technology, AI capabilities, or advanced data infrastructure is disclosed.

In 2023, ownership transitioned to Kru Welch and Em Welch, who had been part of the business since 2020, continuing the founders' legacy. The company operates exclusively in Australia for DTC and subscription, with limited export capabilities for non-subscription products. No external funding, institutional investors, or parent company structures have been disclosed. The business is positioned as a premium, Australian-made craft tea brand targeting individual tea enthusiasts, gift buyers, and B2B wholesale customers.

Name

The Rabbit Hole Organic Tea Bar

Legal name

The Rabbit Hole

Website

https://therabbithole.com.au

Company type

Private

Founded year

2010

Operating status

Operating

Headcount range

11–50 employees

Short description

The Rabbit Hole is an Australian Made & Owned organic tea company founded in 2010 that sells premium loose leaf teas, tea bags, and treats directly to consumers via Shopify and through wholesale to cafes and retailers across Australia.

Ownership category

akta.pro rank

Product category

Specialty Tea

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Specialty Tea Shops (Loose-Leaf, Tea Bars) (THAFAKAD)

Keywords

• Organic loose leaf tea
• Australian native tea
• Tea subscription service
• Wholesale tea supply
• Specialty tea blends

Headquarters

HQ city

Mortdale

HQ country

Australia

HQ region

Oceania

Offices1 record

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. Retail Tea Sales: Direct-to-consumer sales of loose leaf teas, tea bags, and accessories through their e-commerce website. Products include signature teas, Australian native teas, treats, and teaware.
2. Tea Mail Subscription: Monthly subscription service delivering a full-sized canister of tea (30+ serves) with tasting notes and bonus freebies. First order includes free gold infuser, tasting notes, ongoing shipping, cookies, and gift box. Priced at $99 AUD per month.
3. Wholesale/B2B: Bulk sales to cafes, restaurants, and retail businesses. They offer wholesale partnerships with 10+ years of tea expertise to support menu creation.
4. Private Label/Manufacturing: They offer private label and manufacturing services for businesses wanting custom tea products.
5. Gift Products: Gift sets, gift vouchers ($50-$200), gift wrapping services, and Build a Hamper customization tool.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels4 records

Core offering

The Rabbit Hole is an Australian Made & Owned family business that blends, packages, and sells premium organic loose leaf teas, tea bags, and complementary treats through its own e-commerce store, subscription program, wholesale channel, and physical stockists. Its core product range spans signature flavor profiles (Pure, Floral, Zesty, Spicy, Creamy, Fruity, Caffeine Free) and a distinctive Australian Native Tea Collection featuring indigenous ingredients such as Wattleseed, Strawberry Gum, Bush Lemon, Native Mint, and Kakadu Dreaming. The company also offers a monthly Tea Mail subscription, gift sets, gift vouchers, Byron Bay cookies, and teaware accessories.

Product overview

The Rabbit Hole is an Australian Made and Owned organic tea company offering a diverse portfolio of tea products across multiple formats and categories. The core offering centers on premium loose leaf teas organized into signature flavor profiles (Pure, Floral, Zesty, Spicy, Creamy, Fruity, Caffeine Free) alongside a distinctive Australian Native Tea Collection featuring indigenous ingredients. The company provides multiple purchase formats including loose leaf (canisters and bulk bags), premium tea bags, and curated samplers. Complementary products include Byron Bay Cookies treats, gift sets, and a Build a Hamper customization tool. The Tea Mail Subscription provides recurring monthly deliveries with freebies. The company also operates a wholesale program for business customers and offers gift vouchers in multiple denominations.

Differentiator

Problem solved

Functional benefit

Products and services

• Signature Loose Leaf Tea Range Premium loose leaf teas organized into signature flavor categories (Pure, Floral, Zesty, Spicy, Creamy, Fruity, Caffeine Free), sold in canisters (30+ serves) or bulk bags (150+ serves) for individual tea consumers.
• Australian Native Tea Collection Range of teas featuring native Australian ingredients including Wattleseed, Strawberry Gum, Bush Lemon, Native Mint, and Kakadu Dreaming, with indigenous community-sourced ingredients.
• Premium Tea Bags Premium tea bag varieties including Breakfast Blend, Ginger Snap, Refresh-a-Mint, Sencha, Sweet Dreams, and Rabbit Hole Chai, sold in 10 or 30 packs for convenience-focused consumers.
• Tea Mail Subscription Monthly subscription delivering a full-sized canister of tea (30+ serves) plus tasting notes and bonus freebies; first order includes a free gold infuser, tasting notes, ongoing shipping, cookies, and gift box. Priced at $99 AUD per month.
• Rabbit Hole Sampler Discovery pack featuring 24 Australian Made tea samples including blends such as Amazonian Energy, Breakfast Blend, Refresh A Mint, Grey Rabbit, Choc Orange Fudge, Ginger Snap, Berry Bomb, and others, with each sample making 1 pot or 3 individual cups.
• Australian Native Tea Sampler Discovery pack featuring 5 exceptional teas showcasing native Australian ingredients.
• Gift Sets Pre-curated tea gift collections including the Floral Trilogy (3 Tea Gift Set) and Australian Native Tea Gift Tote (5 bespoke teas with tea infuser and reusable tote bag).
• Gift Voucher Digital gift vouchers available in denominations of $50, $100, $150, and $200 AUD for use across the online store.
• Byron Bay Cookies Artisan cookies available in three flavors (Milk Choc Chunk, White Choc Macadamia, and Sticky Date & Ginger), sold individually or as cookie bites, paired with tea products.
• Teaware and Accessories Tea accessories including infusers, canisters, and other brewing equipment sold alongside tea products.
• Wholesale Program Wholesale partnership program for cafes, restaurants, and retail businesses offering 10+ years of tea expertise to support menu creation and supply.
• Private Label and Manufacturing Services Custom tea manufacturing and private label services for businesses seeking bespoke tea products under their own brand.

Quantifiable outcome

• 10+ years in tea business

Named customers1 record

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration6 records

Feature1 record

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Adagio Teas: Adagio Teas is a US-based online specialty tea retailer with an extensive loose-leaf catalog, custom blending tools, and subscription offerings. Comparable to The Rabbit Hole on premium loose-leaf assortment, DTC focus, and custom-blend value proposition.
• DAVIDsTEA: DAVIDsTEA is a North American specialty tea retailer offering loose-leaf teas, tea bags, and accessories through DTC e-commerce and physical stores. It is comparable to The Rabbit Hole as a multi-channel specialty tea brand with subscription-style offerings and playful flavor innovation.
• Teapigs: Teapigs is a UK-based premium tea brand offering whole-leaf teas, tea bags, and accessories through DTC and retail channels. Comparable to The Rabbit Hole on premium positioning, whole-leaf/loose-leaf focus, and direct-to-consumer specialty tea model.
• The Tea Centre: The Tea Centre is an Australian online specialty tea retailer selling loose-leaf teas, tea bags, and accessories to consumers and wholesale customers. It directly overlaps with The Rabbit Hole on premium loose-leaf assortment, Australian-made positioning, and B2B/wholesale channel.
• T2 Tea: T2 Tea is an Australian specialty tea retailer and brand offering loose-leaf teas, tea bags, and tea accessories through DTC e-commerce, retail stores, and wholesale. It is the most direct Australian competitor to The Rabbit Hole in premium loose-leaf tea with a similarly playful brand identity.
• Republic of Tea: Republic of Tea is a US specialty tea company offering loose-leaf teas, tea bags, and gift sets through DTC and wholesale. Comparable to The Rabbit Hole on premium loose-leaf assortment, gifting, and subscription/club-style offerings.
• Harney & Sons: Harney & Sons is a US premium tea brand offering loose-leaf teas, tea bags, and tea-related accessories through DTC, wholesale, and foodservice. Comparable to The Rabbit Hole on premium loose-leaf assortment, wholesale-to-cafe channel, and gift-set product lines.

Broad incumbents

• Twinings: Twinings is a global mass-market tea brand with extensive distribution across grocery, foodservice, and hospitality channels. Comparable to The Rabbit Hole as a broad incumbent in the tea category competing for the same consumer occasions and foodservice accounts.
• Celestial Seasonings: Celestial Seasonings is a large US tea brand offering bagged and specialty teas across grocery and natural-foods channels. Comparable to The Rabbit Hole as a broad incumbent operating in herbal/specialty tea and competing for the same consumer tea-drinking occasions.

Others

• Byron Bay Cookies: Byron Bay Cookies is an Australian artisan cookie brand sold as a complementary treat alongside The Rabbit Hole's tea offerings. It is comparable as an adjacent CPG product The Rabbit Hole already resells through its treats category, representing a co-distribution/supplier relationship.

Market position

Strengths4 records

Weaknesses5 records

Competitive moat3 records

Key risks5 records

Key highlights5 records

Customer concentration

• Facebookfacebook.com/rabbitholetea
• LinkedInlinkedin.com/company/rabbitholetea

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

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 The Rabbit Hole Organic Tea Bar