The US specialty coffee group has inked licensing deals for over 100 stores across a dozen international markets, with its latest agreement focused on kickstarting outlet growth in Europe and the Middle East
US specialty coffee group Reborn Coffee has signed a master franchise agreement with Dubai-based Arjomand Group to open stores across Europe and the Middle East.
In a press release, California-based Reborn said partnering with Arjomand will enable it to establish a strong presence in high-growth markets across the two regions. The agreement, which Reborn said is valued at $1.7m, includes a milestone-based payment structure.
The incremental composition of the deal – in which payments are made upon the accomplishment of defined objectives rather than upfront – highlights long-term alignment between the brands, Reborn added.
“This agreement with the Arjomand Group is more than a financial milestone — it is a strategic inflection point for our brand. With their operational reach and regional expertise, we’re entering new markets with a powerful partner that shares our vision of building a lifestyle-driven, premium coffee brand,” said Jay Kim, CEO, Reborn Coffee.
Adopting a milestone-based payment structure reduces financial risk and improves cash-flow management for Reborn. Additionally, the deal could incentive new store openings and provide a spark for Reborn’s much discussed, but currently unfulfilled, growth ambitions.
The coffee chain, which has 11 stores in the US and a single international site in Kuala Lumpur, Malaysia, has previously announced agreements to open outlets in the UAE, the Czech Republic, Austria and Italy. However, first stores in Dubai and Prague, which were scheduled to open in June 2025, are yet to materialise.
Reborn also has multiple franchise deals in place to launch in China, alongside partnerships in South Korea, Singapore, Thailand and Turkey – which could add over 100 stores to its international footprint, if fully realised.
Founded in 2000, the Arjomand business group has interests in real estate, manufacturing and aviation, primarily across the Middle East and Asia. The group’s CEO Farooq Arjomand has served on Reborn’s Board of Directors since January 2015 and was appointed Chairman in May 2018.
In January 2024, Arjomand committed $1m to expand the Reborn’s international presence. The sum was matched two months later by South Korean investor Scott Lee to support growth plans in the East Asian country.
Reborn posted 8% year-on-year revenue growth in 2024 to reach $5.9m, alongside a net loss of $4.8m.
