| US

Reborn Coffee agrees e-commerce partnership with Hour Loop, Inc.

The partnership will enable the US specialty coffee roaster and café chain to ‘build ecommerce revenue without additional investment’, according to CEO Jay Kim

The partnership will enable Reborn to ‘build ecommerce revenue without additional investment’ | Photo credit: Reborn Coffee


California-based Reborn Coffee has signed a strategic partnership with US online retailer Hour Loop, Inc. to sell its product range via Amazon Marketplace. 

The agreement will see Hour Loop purchase, manage and sell Reborn Coffee’s whole bean, pour over and cold brew coffee products on the fixed-price e-commerce platform, which enables third-party operators to sell new or used products directly to consumers. 

Washington-based Hour Loop will be responsible for listings, logistics, marketing, inventory management, price monitoring and platform integration on Amazon Marketplace.  

Reborn Coffee CEO Jay Kim said the partnership will enable the specialty coffee roaster and café chain to rapidly extend its reach beyond its current 14 outlets and ‘build ecommerce revenue without additional investment’. 

“This collaboration with Hour Loop will rapidly enable coffee enthusiasts across the US to conveniently purchase Reborn Coffee’s exceptional products on Amazon via a trusted provider. Utilising Hour Loop’s platform will help us scale and bring more brand awareness to our products on Amazon’s competitive marketplace, as well as manage selling and distribution to ensure a seamless purchase experience and delivery of our coffee products,” he said. 

Founded in 2014, Reborn Coffee achieved quarterly sales exceeding $1m for the first time in the opening quarter of this year, before achieving 36% quarter-on-quarter sales growth to post a $1.5m second quarter

Alongside 14 cafés in California, Reborn Coffee plans to open stores in Texas and Missouri this year as part of a longer-term drive to reach 40 US sites, half of which are expected to be franchised. 

Reborn Coffee is also ‘actively conducting due diligence and seeking differentiated and prime locations’ in South Korea, Austria and the UAE, with its first international store set to open in Daejeon, South Korea, by the end of 2023.  

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