Reborn Coffee is focused on serving high quality, specialty-roasted coffee at retail locations, kiosks and cafes. We are an innovative company that strives for constant improvement in the coffee experience through exploration of new technology and premier service, guided by traditional brewing techniques. We believe Reborn differentiates itself from other coffee roasters through its innovative techniques, including sourcing, washing, roasting, and brewing our coffee beans with a balance of precision and craft. The source of coffee is pinnacle to specialty coffee. The coffee industry has gone through various phases including the first, second, third and fourth wave. In the first and second waves of coffee, the single-origin source and type of the coffee was not necessarily in the forefront during the sourcing process. As such, much of the coffee was a blend with various sources and a mix of Robusta and Arabica coffee beans. The third wave of coffee focused on a single-origin source and one variety of coffee bean (specifically Arabica beans). Single-origin beans can focus on specific countries and can also have hyper-focused on specific regions in the third wave of coffee, such as Coban in Guatemala. Arabica beans are considered premier due to the specific requirements for their growth and the high-quality flavor they produce. Arabica coffee is required to be grown in higher, cooler elevations. Differentiated from other coffee companies, the Reborn Wash Process is the key to creating the clean flavor of our coffee. Our Wash Process is distinguished by the use of magnetized water to wash our green coffee beans when they arrive at the Reborn facility, in order to extract impurities and enhance hydration before the roasting process. Magnetizing water is a process that converts the particles of water, which can naturally appear in various sizes, into evenly sized particles. As a result of this process, we believe that the water increases its hydration and ability to absorb into organic material. Our water is created through a water magnetizing device in which water is flowed through the device and magnetizes the water on-site immediately prior to use. After the wash, we roast our washed-green beans based on the profile of each single-origin. After the coffee beans are roasted, they are then packaged into various products such as whole bean coffee, pour over packs, and cold brew packs. Additionally, whole bean inventory is also supplied to retail locations, kiosk and cafes. A portion of the roasted coffee is also allotted to create our award-winning cold brew concentrate. Our cold brew production is created using a proprietary percolation technique, also using magnetized water at each step to enhance the flavor of the cold brew. We continually innovate in the way we serve coffee. At our cafes, we serve customers our award-winning coffee through cold brew taps in addition to freshly ground coffee beans in espresso-made drinks. Other brew methods, such as an in-house pour over and drip coffee, are also available. In 2015, Jay Kim, our Chief Executive Officer, founded Reborn Coffee. Mr. Kim and his team launched Reborn Coffee with the vision of using the finest pure ingredients and pristine water. We serve customers through our retail store locations in California: Brea, La Crescenta, Glendale, Corona Del Mar, Arcadia, Laguna Woods, Riverside, San Francisco and Manhattan Beach, with Huntington Beach in development. Additionally, we expect to begin franchising in 2022 and expect to continue to develop additional retail locations as we expand outside of California. We estimate that the average development cost of a company-owned retail location is approximately $150,000. Therefore, taking into account the proceeds from this offering and within a year from its completion, we expect to open up to 20 company-owned retail locations (using approximately $3,000,000 of the proceeds of this offering) and 20 franchise locations (all costs and expenses associated with a franchise store location development are borne by the franchisees). We acknowledge that we have not yet signed any franchise agreements and that such number of franchise locations is purely speculative. Reborn Coffee continues to elevate the high-end coffee experience. As evidence of our success, we received 1st place traditional still in “America’s Best Cold Brew” competition by Coffee Fest in 2017 in Portland and 2018 in Los Angeles. As of December 31, 2021, all of our 7 retail locations were company-owned. As of the day of this prospectus, we have opened 2 new company-owned retail locations and expect to open a third one, which is currently under development, by 2022 year-end. Our retail locations generated AUV (defined below) of approximately $445,000 and $316,000 in 2021 and 2020, respectively. “Average Unit Volumes” or “AUVs” consist of the average annual sales of all locations that have been open for the entirety of the fiscal year presented. AUVs are calculated by dividing (x) annual sales for the fiscal year presented for all such locations by (y) the total number of locations in that base. This measurement allows management to assess changes in consumer spending patterns at our locations and the overall performance of our location base. Our principal executive offices are located at 580 N. Berry Street, Brea, CA 92821.
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- Blue Bottle Coffee for optimized beans.
- Starbucks for the discerning, health-conscious coffee drinker.
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- Coffee Beverages: A wide range of hot and iced coffee drinks, including espresso-based beverages, pour-overs, and cold brew.
- Sparkling Coffee: Signature carbonated coffee drinks unique to the brand.
- Roasted Coffee Beans: Specialty coffee beans sold for home brewing.
- Food Items: A selection of pastries, sandwiches, and other snacks offered in their cafes.
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While Reborn Coffee (REBN) engages in both business-to-consumer (B2C) and business-to-business (B2B) sales, its public filings do not disclose any specific major B2B customer names that would indicate it primarily sells to a limited number of other companies. Therefore, its major customers are best described through the categories of individual consumers it serves directly through its company-owned cafes and online store.
The up to three categories of individual customers that Reborn Coffee serves are:
- Local Residents and Community Members: These customers frequent Reborn Coffee's physical cafe locations for their daily coffee, social gatherings, or as a regular part of their routine within their local community.
- Commuters and Professionals: Individuals seeking convenient, high-quality coffee and beverages, often in urban or commercial areas where Reborn Coffee's cafes are situated, catering to their work schedules, meetings, or travel needs.
- Specialty Coffee Enthusiasts: Consumers who specifically seek out and appreciate Reborn Coffee's focus on premium, innovative, and ethically sourced specialty coffee beans and brewing methods, often purchasing through cafes or their online store to explore unique offerings.
Reborn Coffee also engages in a wholesale business, supplying its coffee products to other businesses such as cafes, restaurants, offices, and hotels. However, specific names of major customers in this business-to-business segment are not publicly available.
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Major suppliers for Reborn Coffee (REBN):
- Atlas Coffee Importers
- Royal Coffee
- Olam Group (Symbol: SGX: O32)
- Sustainable Harvest
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Jay Kim, Chief Executive Officer and Interim Chief Financial Officer
Mr. Kim has served as the Chief Executive Officer of Reborn Coffee since its inception in 2014. He is currently also serving as the Interim Chief Financial Officer, following Stephan Kim's resignation effective October 31, 2025. Previously, Mr. Kim founded Wellspring Industry, Inc. on July 1, 2007, which created the "Tutti Frutti" yogurt distribution company and the "O'My Buns" bakery-café franchise. Tutti Frutti expanded to approximately 700 agents worldwide offering self-serve frozen yogurt. Mr. Kim sold the majority ownership of Wellspring to a group of investors in 2017 to concentrate his efforts on Reborn Coffee. Prior to Wellspring, he owned Coffee Roasters in Riverside, California from 2002 to 2007. Mr. Kim also worked as a project manager for JES Inc. from 1997 to 2002, coordinating and managing environmental engineering projects, and as a Senior Process Engineer for Allied Signal Environment Catalyst from 1992 to 1997.
William Kim, Senior Vice President
Mr. Kim is a Senior Vice President with over 25 years of experience in online marketing strategy, e-commerce excellence, and retail management. His career is marked by strategic and leadership roles that have driven brand growth and profitability. Since 2022, he has served as the Managing Director at Nubiozen Inc., where he demonstrated an ability to navigate both domestic and international markets. His experience also includes project management, risk mitigation, and strategic stakeholder collaboration.
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The increasing sophistication and accessibility of high-quality at-home coffee brewing equipment, coupled with the proliferation of direct-to-consumer specialty coffee bean subscriptions, poses a clear emerging threat. This trend empowers consumers to replicate a premium coffee experience at home with greater convenience and often at a lower per-cup cost, potentially reducing foot traffic to physical cafes and eroding the perceived value of purchasing coffee away from home.
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Reborn Coffee (REBN) operates within the broader coffee market, specifically focusing on specialty coffee products, retail coffee shops and cafes, and ready-to-drink (RTD) coffee. The addressable markets for these main product and service categories are substantial both in the U.S. and globally.
Specialty Coffee Market
- U.S. Market: The U.S. specialty coffee market was estimated at USD 47.8 billion in 2024 and is projected to reach USD 81.8 billion by 2030, growing at a Compound Annual Growth Rate (CAGR) of 9.5% from 2025 to 2030. Another estimate valued the U.S. specialty coffee market at USD 22 billion in 2024, with a projection to reach USD 68.32 billion by 2034. The retail value of the overall U.S. coffee market is estimated to be $48 billion, with specialty coffee comprising approximately 55% of this value.
- Global Market: The global specialty coffee market was estimated at USD 101.6 billion in 2024 and is projected to reach USD 183.0 billion by 2030, with a CAGR of 10.4% from 2025 to 2030. Other estimations place the global specialty coffee market size at USD 27.12 billion in 2024, growing to USD 63.89 billion by 2032.
Coffee Shop Market
- U.S. Market: The value of the U.S. coffee shop market grew 8% year-over-year to reach USD 49.5 billion as of late 2024. The broader Coffee & Snack Shops industry in the United States is estimated to be USD 72.8 billion in 2025, with an annualized growth rate of 6.5% over the past five years.
Ready-to-Drink (RTD) Coffee Market
- U.S. Market: The U.S. Ready-to-Drink (RTD) coffee market size is estimated at USD 5.7 billion in 2025 and is expected to reach USD 7.23 billion by 2030, growing at a CAGR of 4.88% during this forecast period. The North American RTD coffee market is similarly estimated at USD 5.91 billion in 2025 and is expected to reach USD 7.52 billion by 2030.
- Global Market: The global ready-to-drink coffee market size was estimated at USD 29.44 billion in 2024 and is projected to reach USD 42.46 billion by 2030.
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Reborn Coffee (REBN) is expected to drive future revenue growth over the next 2-3 years through several key initiatives:
- Aggressive Franchise Expansion: Reborn Coffee has received approval as a U.S. franchisor and aims to open over 100 franchise locations nationwide within the next three years. The company has already secured commitments for 33 new locations through area development and franchise agreements, encompassing multiple U.S. states such as California, Florida, Georgia, Arizona, North Carolina, Tennessee, Texas, Nevada, and Ohio, along with international expansion into Prague, Czech Republic.
- Broader International Market Penetration: Beyond direct franchising, Reborn Coffee is actively pursuing international expansion. This includes establishing Reborn Coffee Dubai as a hub for Middle Eastern operations and spearheading new flagship locations in Europe, specifically Vienna, Austria. Additionally, the company has partnered with Eachome Shopping to expand its retail footprint across China and has plans for expansion into other markets like Korea and Thailand.
- Diversification Through New Product Lines: Reborn Coffee is expanding its product offerings beyond traditional coffee. The company has partnered with Finlays to launch a line of Ready-to-Drink (RTD) cold brew products, with production starting in Q1 2025 across the U.S., Malaysia, and Korea. Furthermore, they introduced a line of Super-Premium Cold Brew Ice Creams in 2023, with intentions to expand distribution to upscale supermarkets and develop other healthy frozen dessert alternatives. The company is also enhancing its food menu, including breakfast items and baked goods through a partnership with Okayama Bakery.
- Growth in Company-Operated Stores and Wholesale/Online Channels: Reborn Coffee continues to focus on growing its existing operations. The company reported a significant 32% increase in sales at its company-operated stores in Q2 2025, attributed to strong consumer interest and an effective product mix. Additionally, wholesale and online sales experienced substantial growth, increasing by 47% in the full year 2024, as the company scales its omnichannel presence and marketing efforts to boost brand recognition.
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Share Issuance
- Reborn Coffee completed its initial public offering (IPO) in August 2022, issuing 1,440,000 shares of common stock at $5.00 per share, resulting in aggregate gross proceeds of approximately $7.2 million.
- The net proceeds from the IPO were intended for opening new company-owned retail locations, developing a franchise program, and for general corporate purposes.
- In February 2024, Reborn Coffee entered into a Standby Equity Purchase Agreement (SEPA) with Yorkville, allowing the company to sell up to $5 million of common stock, which was terminated in February 2025, with no shares sold to Yorkville beyond a commitment fee of 64,656 shares.
Inbound Investments
- On July 16, 2025, Reborn Coffee secured a $1.7 million master licensing agreement with the Arjomand Group to expand into the Middle East, Europe, Eastern Europe, and MENA territories.
- On August 14, 2025, the company signed a $1 million exclusive licensing agreement with Reborn Korea Co., Ltd. for the development and operation of retail locations across South Korea.
Capital Expenditures
- Reborn Coffee estimates the average development cost for a company-owned retail location at $150,000.
- The company's capital expenditures were $2.4 million in fiscal year 2022, $681.5 thousand in fiscal year 2023, and $348.2 thousand in fiscal year 2024.
- Capital expenditures for the quarter ending June 30, 2025, were reported as $115.8 thousand.
