AMSI LONDON LTD

What AMSI LONDON LTD does

AMSI of London is a UK-based direct-to-consumer lifestyle brand founded by Tom Jackson. Its core offering is premium single-origin coffee (Atarah, Selah decaf using the Swiss Water Process) available as whole bean, ground, and Nespresso-compatible pods, alongside premium whole-leaf teas and herbal infusions. The company is broadening into adjacent wellness verticals: science-designed supplements and gymwear/apparel are listed on the website as "coming soon," and a coaching service is offered that includes 1:1 in-person training in a private gym, personalised online coaching with custom plans, and a WhatsApp Inner Circle support tier.

The business operates a single Shopify-hosted DTC storefront (amsioflondon.com) with UK-only fulfilment (standard 2-4 working days, express 1-2 working days). GTM is multi-channel: organic social (Instagram), an "AMSI Exclusive" email list, content-led website storytelling (brewing guides, origin stories, FAQs), physical pop-up events for customer engagement, and a social media collaboration application program for influencers. The brand narrative is anchored on sustainable and ethical sourcing, mental health advocacy through a partnership with MIND UK, and an athlete-founded identity.

Revenue mechanics consist of one-time product sales across coffee and tea SKUs, pay-as-you-go coaching services priced on enquiry, and planned future revenue from supplements and apparel. Pricing is not publicly disclosed on the website and is revealed at checkout. The company is privately held, bootstrapped (no funding rounds recorded), headquartered at a registered London office (120 New Cavendish Street, W1W 6XX) with a customer contact address in Oakham, and operates without disclosed headcount beyond the founder. Customer testimonials are exclusively from individual B2C buyers of coffee and coaching services, with no enterprise or B2B customers identified.

Name

AMSI LONDON LTD

Legal name

AMSI of London

Website

https://amsioflondon.com

Company type

Private

Founded year

2025

Operating status

Operating

Short description

AMSI of London is a UK-based, founder-led direct-to-consumer lifestyle brand selling premium single-origin coffee and tea, with supplements and gymwear in pre-launch and personalised fitness coaching services offered alongside. It serves individual UK health-conscious consumers via a Shopify DTC storefront, pop-up events, and community-led social media engagement.

Ownership category

akta.pro rank

Product category

Wellness & Lifestyle Consumer Goods

NAICS

Coffee and Tea Manufacturing (311920), Other Specialty Food Retailers (44529), All Other Specialty Food Retailers (445298)

SIC

Miscellaneous Food Preparations & Kindred Products (2090), Retail-Catalog & Mail-Order Houses (5961)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industry

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

Keywords

• Single-origin coffee
• Premium tea retail
• Wellness supplements
• Fitness apparel
• Personal training services

Headquarters

HQ city

Oakham

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Products: Single-origin premium coffee sold as whole beans, ground coffee, and Nespresso-compatible pods. Includes caffeinated and decaf options (Swiss Water Process). Revenue generated from direct product sales through e-commerce.
2. Tea Products: Premium whole-leaf teas and herbal infusions sourced globally. Revenue from direct product sales.
3. Coaching Services: Personal training services including 1:1 in-person training in private gym, fully personalised online coaching with custom plans, and WhatsApp Inner Circle support. Revenue from service fees.
4. Supplements: Science-designed supplements for fitness and wellness support. Products are currently listed as coming soon on the website.
5. Apparel/Gymwear: Gymwear products currently listed as coming soon on the website.

Pricing tiers

Go-to-market motion3 records

Distribution channels2 records

Marketing channels5 records

Core offering

AMSI of London is a direct-to-consumer lifestyle and wellness e-commerce brand that curates and sells premium single-origin coffee (whole bean, ground, and Nespresso-compatible pods), whole-leaf teas, science-backed supplements, gymwear, and personal training/coaching services. Its Essential Collection anchors the brand, with seasonal drops supplementing the range, and products are shipped from UK-based operations to customers via its Shopify storefront.

Product overview

AMSI is a lifestyle brand and complete wellness ecosystem built around a philosophy of 'built from within.' The core offering consists of the Essential Collection featuring premium single origin coffee (Atarah, Selah decaf) available in whole bean, ground, and Nespresso®-compatible pods; premium whole-leaf teas; and science-backed supplements. The brand extends into apparel (gymwear) and coaching services (1:1 in-person, online coaching, WhatsApp Inner Circle). Everything is designed to support daily rituals, fitness, nutrition, mindset, and mindful living, with seasonal collection drops supplementing the timeless Essential Collection.

Differentiator

Problem solved

Functional benefit

Products and services

• Coffee Single-origin coffee sourced from sustainable farms worldwide, available as whole bean, ground, and Nespresso-compatible pods. Includes Atarah (bold Colombian with notes of milk chocolate, golden syrup, and praline) and Selah (premium decaf using Swiss Water Process).
• Tea Premium whole-leaf teas and herbal infusions sourced from respected tea-growing regions. Includes green tea, black tea, and caffeine-free herbal options such as peppermint, chamomile, and rooibos, designed to support daily rituals of calm and clarity.
• Supplements Science-designed supplements developed using ingredients supported by clinical research and nutritional science, in collaboration with experts in physiology, performance, and integrative health. Currently listed as coming soon on the website.
• Apparel Gymwear and training apparel designed to be timeless, effortless in style, and uncompromising in quality, supporting fitness and an active lifestyle.
• Coaching Personal training services including 1:1 in-person training in a private gym, fully personalised online coaching with custom plans, and a WhatsApp Inner Circle for ongoing support. Led by AMSI Athletes with a focus on fitness, nutrition, mindset, and lifestyle.

Quantifiable outcome

• Standard 250ml cup of AMSI coffee contains 95-120mg caffeine
• +4 more outcomes

Named customers3 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

One partnership is on record.

• MIND (UK Mental Health Charity)coreOthersAMSI's philosophy aligns with MIND, a UK charity dedicated to mental health and well-being. The partnership reflects AMSI's commitment to holistic wellness encompassing mental and emotional well-being alongside physical health. AMSI advocates for mental health awareness through this partnership and their broader brand messaging around mindfulness, self-care, and empowerment.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Gymshark: UK-born fitness apparel and lifestyle brand built on athlete-founder authenticity and community-led growth via social media. Closely comparable on origin (UK), founder narrative, DTC-first model, and gymwear/community positioning.
• Pact Coffee: UK-based DTC specialty coffee brand delivering freshly roasted beans via subscription. Directly comparable on geography, channel (DTC e-commerce), and product (single-origin premium coffee) with similar target customer of quality-conscious UK consumers.
• Ritual: Science-backed DTC supplement brand with traceable ingredients and a subscription model. Comparable on the premium science-designed supplement positioning and DTC e-commerce channel.
• Grind: London-based DTC coffee brand offering specialty coffee, pods, and ready-to-drink beverages with a strong sustainability and design aesthetic. Comparable as a UK lifestyle-coffee brand extending into adjacent categories with premium positioning.
• Blue Bottle Coffee: Premium single-origin DTC coffee brand with Nespresso-compatible pods and sustainability-led sourcing. Directly comparable on product format, premium positioning, and DTC model, though at significantly larger scale and with cafe retail.
• AG1 (Athletic Greens): Premium DTC supplements brand marketed as a daily foundational nutrition product for high-performance individuals. Comparable on the supplements vertical, premium positioning, and wellness/lifestyle audience targeting.

Broad incumbents

• Nespresso: Global incumbent in premium portioned coffee with proprietary pod system. Comparable on Nespresso-compatible pod format and premium coffee positioning, though operating at massive scale with extensive retail distribution.
• Lululemon: Global premium activewear and lifestyle brand with strong community and athlete-ambassador programs. Comparable on premium gymwear, community-led growth, and wellness lifestyle positioning, though at far greater scale.

Emerging players

• Heights: UK-based DTC braincare supplement brand with science-led positioning and subscription model. Comparable as a UK-born premium DTC supplements brand targeting high-performance wellness consumers.
• Huel: UK-born DTC nutrition brand offering meal replacement and supplements direct to consumers. Comparable as a UK-based DTC wellness brand targeting busy, health-conscious professionals with subscription-based products.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Instagraminstagram.com/amsioflondon

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 AMSI LONDON LTD