Moya Europe

Name

Moya Europe

Legal name

MOYA EUROPE Sp. z o.o.

Website

https://moyamatcha.com

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Ownership category

akta.pro rank

Product category

Specialty Tea

NAICS

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

SIC

Food And Kindred Products (2000), Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Matcha Bars (THAFAKAE)

akta.pro secondary industries

Botanical/Herbal & Adaptogen Functional Beverage Production (AFAFAFAF), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)

Keywords

• Organic japanese matcha
• Japanese loose leaf tea
• Tea ceremony accessories
• Specialty tea retail
• Ready to drink matcha

Headquarters

HQ city

Warsaw

HQ country

Poland

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. E-commerce Retail (B2C): Direct-to-consumer online sales through moyamatcha.com and regional EU sites (DE, FR, UK, IT). Products include ceremonial/culinary matcha, leaf teas, accessories, and gift sets. Loyalty points (Moya Matcha Club) drive repeat purchases.
2. B2B Wholesale: Bulk sales to cafes, restaurants, hotels, convenience stores, health food shops, and corporate buyers. Includes matcha, leaf teas, ceramics, accessories, and gift sets. Workshops and training sessions offered as additional revenue.
3. Physical Retail (Showroom/Matcha Bar): Walk-in sales at Warsaw showroom and matcha bar at ul. Oleandrów 6. Matcha bar serves prepared beverages, driving brand experience and retail add-on purchases.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels5 records

Core offering

Moya Europe sells premium organic Japanese matcha across four grades (Luksusowa/Premium, Tradycyjna/Traditional, Codzienna/Daily, Kulinarna/Culinary) sourced from family-owned organic farms in Japan's Uji and Kagoshima regions, alongside a curated portfolio of loose-leaf Japanese teas (sencha, hojicha, genmaicha, bancha, wakocha, kukicha), ready-to-drink canned beverages, and an extensive line of traditional tea accessories including chasen bamboo whisks, chashaku spoons, matchawan bowls, naoshi whisk holders, and tea mugs developed with European ceramics studios.

Product overview

Moya Europe is a Japanese green tea company offering a diverse portfolio of premium matcha and loose-leaf tea products. The core offering includes four grades of ceremonial-grade matcha (Luksusowa/Premium, Tradycyjna/Traditional, Codzienna/Daily, Kulinarna/Culinary) sourced from organic farms in Japan's Uji and Kagoshima regions. Complementary products include roasted teas (Hojicha, Bancha), blended teas (Genmaicha, Yuzu Tea, Matcha Iri Genmaicha), black tea (Wakocha), and stem tea (Kukicha). The company has expanded into ready-to-drink beverages including canned matcha lattes and cold brew teas. An extensive accessories line supports tea preparation, featuring traditional Japanese implements (chasen bamboo whisks, chashaku spoons, matchawan bowls, naoshi whisk holders, strainers) alongside handcrafted ceramic mugs and teapots. The product ecosystem includes curated gift sets for various occasions and a loyalty program (Moya Matcha Club). B2B services provide bulk products and training for hospitality businesses.

Differentiator

Problem solved

Functional benefit

Products and services

• Moya Matcha Luksusowa (Premium)
• Moya Matcha Tradycyjna (Traditional)
• Moya Matcha Codzienna (Daily)
• Moya Matcha Kulinarna (Culinary)
• Moya Hojicha Powder
• Moya Sencha No. 21
• Moya Genmaicha
• Moya Bancha
• Moya Wakocha
• Moya Kukicha
• Moya Yuzu Tea
• Moya Matcha Iri Genmaicha
• Moya Matcha Yuzu (canned beverage)
• Moya Matcha Tonic (canned beverage)
• Moya Cold Brew Hojicha (canned beverage)
• Moya Cold Brew Genmaicha (canned beverage)
• Cold Brew Tea Sets
• Ceremonial Matcha Sets
• Starter Matcha Sets
• To Go! Matcha Sets
• Chasen bamboo whisk
• Chashaku bamboo spoon
• Matcha strainer
• Naoshi Botan whisk holder
• Naoshi Black whisk holder
• Matchawan bowls (multiple styles)
• Matcha Measuring Spoon
• Tea mugs (multiple styles)
• Kibi Japanese Teapot
• Collage Tea Cup
• B2B Wholesale Cooperation

Named customers3 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Feature3 records

Partnerships

Seven partnerships are on record, tiered core and minor.

• Baobab StudiocoreStrategic or Co-development PartnerFamily ceramics workshop in rural Podlasie, Poland created by Natalia and Olaf. Collaborates on handmade matcha bowls (Shoku, Haru, Maru-chan, Kaze designs) combining Japanese tradition with Polish craftsmanship. Each piece uniquely handcrafted on pottery wheel.
• Quiet Form (Kiev)coreStrategic or Co-development PartnerUkrainian ceramics studio founded by Alex and Tania in 2006. Designs porcelain matcha bowls (Fukunami, Midorinami, Yuro) using Eastern Ukrainian porcelain and German-certified enamel, fired at 1260°C.
• KOOE Studio (Krakow)minorStrategic or Co-development PartnerKrakow ceramics studio specializing in durable, handcrafted matcha bowls (Josei design). Products fired at high temperatures for strength and quality.
• Spiek Studio (Karolina Byczkowska)minorStrategic or Co-development PartnerDesign studio founded by Karolina Byczkowska in 2013. Created limited edition Nikko matcha bowl collection for Moya.
• Serax (Belgium)minorStrategic or Co-development PartnerBelgian design project by Giel Dedeurwaerder & Brent Neve. Created Collage tea cup collection for acacia wood, winning Henry Van De Velde 2019 design award. Balances functionality, aesthetics, and Japanese tradition.
• JONA (Japan Organic Farmers Association)coreOthersIndependent Japanese organic certification organization. Issues JAS certification for Moya's matcha, verifying pesticide-free cultivation and contamination-free processing.
• AgroBioTest (Europe)coreOthersEuropean organic certification body. Supplements Japanese JAS certification by independently verifying storage conditions and logistics in Poland.

Scale indicators3 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Adagio Teas: Online-first specialty tea retailer offering loose-leaf teas including matcha, with strong educational content, sample programs, and customization tools. Direct e-commerce competitor to Moya on online tea discovery and recurring purchase experience.
• Encha Organic Matcha: Organic Japanese matcha D2C brand with strong wellness positioning, comparable four-grade product tiering, and online retail presence in Western markets. Competes with Moya on the premium organic matcha segment with overlapping consumer demographic.
• Aiya Co. One of the largest Japanese matcha producers, supplying both retail and foodservice customers globally. Closest match on traditional Uji-region sourcing and ceremonial-grade credentials, competing with Moya at both consumer and B2B layer.
• Jade Leaf Matcha: US-based matcha brand with multiple grades, accessories, and educational content — built around authenticity and sourcing transparency similar to Moya's value proposition. Competes with Moya in the premium D2C matcha space across transatlantic consumer overlap.
• DoMatcha: Japanese matcha brand with strong D2C presence in Europe (notably the UK) and an HoReCa/B2B channel serving cafés and tea houses. Directly competes with Moya Europe on premium matcha retail and wholesale distribution across European cities.
• Ippodo Tea: Long-established Japanese matcha and loose-leaf tea producer with its own online storefront; one of the most recognized premium matcha brands globally and a direct competitor in authentic, ceremonial-grade matcha — offering both retail powders and brewed tea experiences similar to Moya's product breadth.

Broad incumbents

• Harney & Sons Fine Teas: Long-standing premium tea retailer with broad product assortment including Japanese green teas and matcha. Comparable to Moya on premium positioning and educational brand content, with a wider SKU base spanning all tea categories.
• T2 Tea: Established Australian premium tea retailer with strong brick-and-mortar presence in Europe (UK, Ireland) and a broad product range spanning matcha and loose-leaf teas. Operates as a broader specialty tea incumbent where Moya competes on the premium matcha subset.

Emerging players

• Yuki no Shiro: European Japanese tea and matcha retailer operating primarily out of the UK, focused on ceremonial-grade matcha from Japanese farms. Comparable niche player to Moya Europe operating in adjacent European territory with overlapping product/customer profile.
• MatchaBar (Chamberlin + Associates): North American matcha-focused café and packaged goods concept built around café experience and organic positioning. Comparable to Moya's matcha bar plus retail product model, though operationally focused on physical café presence.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/moya-europe

Compliance2 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 Moya Europe