Morii — Building a Global Matcha Brand

Quick Pitch

Morii Tea is building a global matcha brand from Tallinn, with wholesale distribution and e-commerce at the centre of our expansion.

We supply matcha to cafés, retailers and hospitality businesses, and sell products directly to consumers online. Our third pillar, physical experiences, brings the brand to life through our existing tea house, tastings and events. Together, these channels connect product discovery with repeat purchasing and wider distribution.

We have built the foundations: an operating tea house, an online store, retail distribution and repeat wholesale customers. Now we are expanding our matcha assortment, developing new products and building the commercial capacity to reach customers internationally.

We are raising €700,000 at a proposed €7 million pre-money valuation, primarily to strengthen inventory, wholesale sales and e-commerce growth. A smaller allocation supports development of our future Matcha Bar and bakery concept. Europe is our first expansion market; our ambition is global.

Born in Tallinn. Meant to be global.

Problem & Solution

For matcha to become an everyday purchase, it must work for both the person drinking it and the business serving it. Three barriers shape that opportunity.

For cafés and retailers: making matcha work commercially. Choosing the right grade is only the first step. Businesses need consistent preparation, dependable supply and a cost per serving that leaves room for profit. A disappointing drink or an unavailable product can undermine repeat demand.

For online customers: knowing what to buy and how to enjoy it. Differences in taste, quality and preparation can be difficult to judge from a product listing. Choosing an unsuitable matcha or preparing it poorly can turn a first purchase into a one-off.

For people discovering matcha: experiencing it before committing. An online description cannot offer a taste, demonstrate preparation or answer questions in person. Physical experiences give customers a practical route from curiosity to confidence.

Morii connects these needs through wholesale, e-commerce and physical experiences. For businesses, we offer different matcha grades, samples and preparation guidance, and will use this round to strengthen stock availability and wholesale sales capacity. For consumers, our online store brings together products, accessories and preparation guidance; planned bundles and replenishment reminders will make repeat purchasing more convenient. Our existing tea house, tastings and workshops provide first-hand product experience and customer feedback. Wholesale and e-commerce lead the expansion, supported by the physical pillar as a place for discovery and brand experience.

Product/Service Details

Matcha leads our assortment. We offer packaged matcha for home preparation and business use, complemented by hojicha, other loose-leaf teas, ube and preparation accessories.

At Morii Tea House, customers experience these products through prepared drinks, seasonal recipes, tastings and workshops.

We plan to expand the matcha assortment and develop new matcha products. Launch decisions will follow customer demand, quality, landed margins and repeat purchasing. Canned drinks remain at the feasibility and pilot stage.

For business customers, we offer different matcha grades, wholesale products, samples and preparation guidance. Our sourcing includes relationships with Japanese growers and specialist suppliers.

The existing Tallinn tea house is the operating foundation for Morii Matcha Bars. Additional locations and larger event formats are future opportunities. The current forecast includes no new-site or festival revenue. The current product range is available at https://moriitea.eu/.

Business model

Our business has three connected pillars. Consumer products, e-commerce and direct retail earn revenue from packaged products and accessories sold online and at our own location. We aim to increase repeat purchases through a broader matcha range, replenishment reminders, bundles and relevant product recommendations.

Wholesale and distribution earn revenue by supplying cafés, retailers, hospitality businesses and international partners. Sampling and preparation guidance support first orders; product availability, suitable grades and consistent follow-up support reorders. Consumer sales and wholesale lead the expansion funded by this round.

Morii Matcha Bars earn through prepared drinks and experiences, with packaged retail recorded under consumer products to avoid double counting. Our existing tea house provides the foundation for developing the format. The allocation funds limited testing at the existing location; additional locations require a separately costed business case.

Daytime matcha parties, workshops and cultural collaborations support customer discovery and community within the physical pillar, while introducing people to products and business supply. We will assess them through direct contribution and resulting customer demand.

The core forecast covers existing operations, planned wholesale and e-commerce growth, and the acquired business from Month 8. It excludes additional bakery, new-site and festival revenue.

Market

We are building a global matcha brand, with Europe as our first commercial expansion market. Our immediate customers are consumers preparing matcha at home and businesses including cafés, bakeries, restaurants, specialty retailers and emerging matcha brands.

Grand View Research estimates Europe’s matcha tea market at US$166.6 million in 2025 and projects US$303.3 million by 2033, with 7.9% annual growth during 2026–2033. We will build our share through repeat wholesale supply, direct product sales and the physical experiences that introduce customers to Morii.

We will prioritise markets where samples convert into orders, purchasing repeats and fulfilment produces positive contribution. Tallinn remains our operating and product-development base.

Traction & Accomplishments

We started Morii from zero. Today, we run a tea house in Tallinn, sell online and supply business customers, with our products also stocked at Kaubamaja Toidumaailm. We have turned an idea into products people buy, experiences they take part in and business relationships that bring repeat orders.

• Growing sales: we estimate cumulative sales since September 2025 at over €60,000 across in-person, online and invoiced sales, including cash purchases. From our first customers, we have built several routes to market and a foundation for further growth.

• Retail and wholesale growth: starting from zero, we have supplied at least 18 business customers, including seven who have purchased again. Our products are also stocked at Kaubamaja Toidumaailm.

• International interest: in less than two months, we received wholesale enquiries from 20 businesses, with interest from markets including Italy, Greece, Germany, Spain, France and Romania. We have also recently gained a wholesale customer in Germany. Our enquiries include a request for quotation for approximately one tonne of Japanese matcha.

• Early online momentum: by 19 October, October's online product sales had already exceeded twice September's total. We are building on this early progress through product selection, customer experience and repeat purchasing.

• Brand experience and recognition: we have brought Morii to Tallinn Coffee Festival, Helsinki Coffee Festival, markets and pop-ups. Our own tastings and daytime matcha events bring people into the brand, and Eesti Ekspress featured our tea house's daytime parties in July 2026.

• Customer recognition: by 19 October 2026, Morii Tea House had earned 198 Google reviews since opening in May 2026 with an average rating of 4.9 out of 5.

• Growing social presence: we have built a following of more than 2,000 across Instagram, Facebook and TikTok, including around 1,900 on Instagram. Our Instagram content generated over 230,000 views in the 30-day snapshot reviewed in October 2026.

• Founder commitment: we both work full-time in Morii and have committed €80,000 in founder funding, including personally paid business expenses.

These milestones reflect Morii's development across the entities that have operated the brand. This investment round is in Morii Tea OÜ.

How We’re Different

Morii combines three connected pillars: consumer products and e-commerce, wholesale distribution, and the tea house as a place for discovery and experience. The tea house creates product feedback and first purchases, e-commerce supports replenishment, and wholesale extends distribution through partner businesses.

Our founders bring complementary technical backgrounds: Majnun Abdurahmanov is a Software Engineer and Elvin Abbasli is a Cybersecurity Engineer. We intend to apply this expertise to connect operations, improve visibility and automate repetitive work as the business grows.

Planned uses of AI and automation include wholesale enquiry handling, sample follow-ups, reorder reminders and e-commerce content preparation. We also plan an internal financial operating system: one mobile application bringing together cash, sales, invoices, expenses, inventory and forecasts, while retaining separate company and account records.

This combination of technical capability, product knowledge and three connected sales channels is the competitive advantage we intend to build. Technology supports the commercial operation, with people retaining responsibility for customer relationships and important decisions.

Uses of Funds & Timeline

We are raising €700,000 to expand consumer products, e-commerce and wholesale, while developing the existing tea house as the foundation for Morii Matcha Bars.

Proposed funding allocation:
• Inventory and working capital: €100,000
• People including founders, Tea House staff and staged hires: €177,081
• Customer marketing and retention: €30,000
• Investor gifts and experiences: €10,000
• Matcha bar concept development: €20,000
• Acquisition and integration: €45,000
• New-product feasibility and pilots: €5,000
• Platform fees excluding applicable VAT: €42,500
• Other operating costs and three-year cash headroom: €270,419
Total: €700,000.

The final envelope includes €48,000 for Year 1 premises and central overhead, €10,200 fee-VAT provision, €10,000 VAT/import timing reserve, €3,404 for Year 1 acquired-business operating costs and €198,815 for later operating needs and uncertainty. Allocations are funding envelopes, not additional costs on top of the forecast.

Months 1–3: establish the wholesale sales role, strengthen stock planning and channel reporting, and run focused consumer and B2B acquisition tests.

Months 4–6: expand activity showing repeat demand and positive contribution; review the existing location and concept trials; assess any acquisition only after commercial and financial diligence.

Months 7–12: add the budgeted administrative support, continue proven activity and assess any new location through a separately costed plan.

We plan to acquire an established wholesale and e-commerce business, with completion modelled in Month 8. The €45,000 allocation comprises a €35,000 purchase payment and €10,000 of one-time integration expenses. From completion, the forecast includes the acquired business’s sales and operating costs at a flat monthly rate based on its January–September 2026 results. This adds approximately €23,023 of revenue in Year 1 and €55,256 annually thereafter. We and our budgeted wholesale salesperson and administrative support will run the business, with no additional payroll assumed. The €5,000 feasibility provision supports quotations, samples and initial pilots. No full new-site opening, bakery opening or festival rollout is included in this allocation.

The core 36-month forecast reaches approximately €1.08 million annual revenue and €120,098 operating EBITDA in Year 3. Minimum funding cash is €197,223 before historical cash. With sales volumes 25% lower and the same cost budget, minimum funding cash is €107,929.

Combined historical cash at 16 October 2026 is €15,071.10: €8,808.80 in LHV for Morii Tea OÜ and €6,262.30 in Wise for Morii OÜ. The management view combines these funds while retaining separate ownership. Cash at funding receipt will reflect subsequent trading.

Both founders have a combined annual company-cost budget of €70,295. Customer marketing is budgeted at €30,000 annually, with an additional €10,000 in Year 1 for investor gifts and experiences. Administrative support is €3,000 per month from Month 7 onward. Existing company debt is zero. Target gross margins are 30% for wholesale and 60% for direct products. Retail order values and Tea House tickets are planned realised amounts after promotions and investor discounts.

We aim to reach annual operating break-even from Year 1. At the modelled sales mix, margins and cost base, Year 1 break-even requires approximately €692,908 in revenue; this is a sales objective above the core forecast.

Obligations to Investors, Profit Distribution

We are inviting investment in Morii Tea OÜ through a proposed €700,000 primary equity round at €7 million pre-money. This implies €7.7 million post-money and approximately 9.09% ownership for new investors collectively, before any concurrent option-pool changes, conversions or other dilution.

We propose quarterly reporting on revenue by channel, gross margin, wholesale accounts and repeat orders, operating expenditure, cash and progress against funding milestones, alongside an annual financial and strategic review. Final reporting obligations and shareholder rights will be agreed in the investment documents.

During expansion, our proposed policy is to reinvest available profits in inventory, distribution, customer acquisition and operating capacity. Dividends depend on distributable profits, the company’s financial position and shareholder decisions. No dividend, investment return or exit date is guaranteed.

Investors participate in the assets, operations, shares and commercial rights held by Morii Tea OÜ. Separate ventures are included only to the extent of those documented rights. The investment scope will be set out in the offer and shareholder documentation.

Voting, information, transfer and future-round participation rights, and provisions governing a potential company sale, remain subject to the final investment documents.

Investor Benefits — Morii Investor Circle

Our investors help us build Morii, and we want them to experience what they are helping create. Every investor will join the Morii Investor Circle, with a 10% personal-use discount at our Tea House and online store, plus early access to selected product launches.

Investment | Investor benefits

All investors | Morii Investor Circle membership, 10% off eligible retail purchases, and early access to selected launches.
€1,000+ | Membership benefits plus a one-time Morii matcha welcome set.
€5,000+ | Membership benefits, a one-time premium matcha preparation set, and a matcha preparation workshop for two.
€10,000+ | Membership benefits, a one-time premium matcha preparation set, and a private tasting with the founders for the investor and up to five guests, including a preview of products in development.

Each investor receives the package for their highest qualifying investment tier; packages are not cumulative. Gifts and experiences are provided once following successful completion of the fundraising campaign. Workshops and private tastings take place in Tallinn by arrangement within 12 months of campaign completion. Product previews depend on the development schedule. Gift sets are available for collection at the Tea House; delivery is charged separately.

The 10% discount applies to full-price retail purchases for personal use while the investor remains a shareholder. Wholesale purchases are excluded, and the discount cannot be combined with other promotions. Investor benefits are additional to the shareholding and do not represent a financial return.

Risks and Mitigation

Supply and margins: harvest conditions, availability, supplier prices and transport costs can affect stock and product contribution. We will monitor landed cost by grade, lead times and stock cover, supported by appropriate supplier relationships.

Demand and marketing: enquiries, samples, social views and attendance may not convert into profitable sales. We will track first orders, reorders, consumer contribution and acquisition performance before increasing spend.

Cash and funding: inventory and wholesale collection periods can absorb cash before customer receipts arrive. The core forecast retains minimum funding cash of €197,223; the 25% lower-sales sensitivity retains €107,929. These measures exclude historical cash and include the planned acquisition and its operating contribution. We will monitor cash monthly and coordinate discretionary spending with demand, margins and available funds.

Team and execution: the business depends on both founders. Staged hires and documented responsibilities will add capacity. New products, concept trials and acquisitions require commercial evidence before larger commitments.

Ownership and investor exposure: historical trading spans predecessor entities and some future ventures may be separately owned. We will document the fundraising entity’s assets, intellectual property, contracts and liabilities, and report the economic interests it actually holds.

Company name: Morii Tea OÜ
Company's registration code: 17264387
Company's address: Uus-Kalamaja tn 10/1-3, Põhja-Tallinna linnaosa, Tallinn 10415, Estonia
Company's phone no.: +37258336859
Company's e-mail: info@moriitea.eu
Homepage | Facebook

Fundwise's e-mail: info@fundwise.me

Investment amount

70 000 - 700 000 €

Equity offered

0,99 % to 9,09 %

Equity offered per investor

700 € to 700 000 €

Current share capital

10000 €

Company current valuation

7 000 000 €

Share capital after campaign

10 100 - 11 000 €

Company valuation after campaign

7 070 000 - 7 700 000 €

1 € nominal share price

700 €

TEAM

Elvin Abbasli

Founder and Co-CEO

Elvin shares responsibility for Morii’s overall strategy and growth with Majnun, with a particular focus on the company’s vision and operations. He oversees the Tea House, wholesale activities and events, helping build an international matcha brand through exceptional products, distinctive experiences and lasting business partnerships.His professional background includes experience at HSBC and Riverty, complemented by education in law, cybersecurity and international relations. He holds a bachelor’s degree in Cyber Security Engineering from TalTech and completed the International Relations and European Integration programme at the Estonian School of Diplomacy. He brings technical understanding, an international outlook and a hands-on approach to building Morii.The idea behind Morii grew from his visit to Japan, where meeting a tea farmer in Kyoto inspired him to bring exceptional Japanese teas to a wider audience. Together with Majnun, he has turned that inspiration into products, an online store, wholesale relationships and a Tea House in Tallinn, committing his own capital and substantial unpaid working hours to the business.

Majnun Abdurahmanov

Founder and Co-CEO

Majnun shares responsibility for Morii’s overall strategy and growth with Elvin, while driving the company’s technical implementation. He brings software and product engineering experience from Wise, Moss and Pliant, including work with accounting integrations, company spending systems and payment technology.He holds a master’s degree in Software Engineering, with studies at the University of Tartu and TalTech. His background combines practical fintech experience with academic work in machine learning, computer vision, enterprise systems and software product management.At Morii, Majnun connects business priorities with practical technology to support wholesale and e-commerce growth. His focus includes developing the online customer experience, automating routine workflows and connecting sales, inventory and financial information. Planned work includes a financial operating system to improve cash visibility, projections and business decisions. Having stepped away from his software engineering career to build Morii, he combines technical expertise with a personal commitment of capital and substantial unpaid working hours.