Luxmi Group pours Brew Tea Co into its global cup

A majority stake in Manchester-based Whole Leaf Tea Company, which trades as Brew Tea Co, has been sold to Indian tea producer Luxmi Group.

Founded in 2012 by Phil and Aideen Kirby, Brew Tea is a loose leaf and tea bag brand which also produces teapots, gifts, hampers, and other accessories and tea-related merchandise.

Brew Tea’s products are sold direct to consumers, with its subscription service reaching nearly 10,000 homes across the UK, and via online retailers including Amazon, Waitrose and Ocado, as well as in hospitality premises, hotels, and leisure and transport hubs.

Phil and Aideen Kirby instructed KBS Corporate on a sale of the Trafford Park company, led by Nathan Leah, associate director, which resulted in Luxmi acquiring an 80% shareholding. The co-founders retain the remaining 20% and will continue to manage Brew Tea.

“Their vision, hands-on leadership and deep focus on quality remain central to Brew Tea’s growing success,” a statement from Luxmi Group said.

In joining Kolkata-based Luxmi, Brew Tea will be able to leverage the expertise of a group founded in 1912 and which owns the iconic Makaibari Darjeeling brand, whilst also having expanded its plantations to Rwanda. Luxmi has 25 estates, producing 30 million kg of tea each year.

“By way of this partnership, Luxmi and Brew Tea Co shall create a rare and complete farm-to-cup model,” explained Rudra Chatterjee, Luxmi’s managing director.

“As India celebrates its bicentenary of tea, grown first in Assam, we are honoured to help bring the traditional craft that made Indian tea world famous back into global focus.”

Phil and Aideen Kirby commented: “Sourcing directly from estates that share our values – with care for people, land and craftsmanship – is what makes our tea taste as good as it does. This partnership allows us to strengthen those relationships at the source.

“We’ve always believed that if you start with great leaves and the right partners, you don’t need to interfere too much.

“What matters most to us is the experience in people’s kitchens every single day. We are excited that with Luxmi, we can now take that same customer promise even further, with even better access to exceptional teas.”

KBS Corporate’s Nathan Leah expects a bright future for Brew Tea under the guidance of Luxmi and the continued management of the Kirbys.

“I’m delighted to have supported the shareholders of Brew Tea Company through their transaction,” said Nathan. “Luxmi Group is an outstanding acquirer with a rich history in this sector, and strong international links and scope.

“We are all very confident the business will continue to progressively develop and grow, with the shareholders’ continued involvement.

“A special thanks to K3 Law for their collaboration and diligence throughout the transaction.”