Reborn Coffee Inc Dossier
Qualitative Analysis
Business overview
Reborn Coffee, Inc. (NASDAQ: REBN) is a specialty coffee retailer and franchisor headquartered in Brea, California. Founded in 2015 by Jay Kim, the company focuses on sourcing, roasting, and selling high-quality specialty coffee, water, and other beverages. Reborn Coffee utilizes a proprietary wash process with nano-filtered water to prepare its green coffee beans, aiming to deliver a premium "fourth-wave" coffee experience. The company operates in two primary segments: Reborn Coffee (which encompasses company-owned retail locations, kiosks, wholesale, and online sales) and Reborn Logistics (a subsidiary formed in 2025 to provide freight forwarding and supply chain services). As of late 2025, the company operated 10 company-owned retail locations (nine in California and one in Malaysia) and one California franchisee.
Research as of 20 Jun 2026
Strategic Initiatives
Growth programs, investments, and their expected impact
Leveraging the newly formed Reborn Logistics subsidiary to provide freight forwarding services and diversify revenue streams beyond legacy retail stores.
Expected impact: Targeting $15 million in logistics revenue in 2026. In Q1 2026, logistics already contributed $3.4 million of the company's $5.2 million total net revenues.
Partnering with global food distributor Sysco Corporation to standardize supply chain execution, ordering, and fulfillment for franchise operators across the United States.
Expected impact: Enables rapid, consistent scaling of the domestic franchise footprint while maintaining product quality and food safety standards.
Expanding the brand's global footprint through master licensing agreements in international markets, including the Middle East, Europe, the Caucasus region, and Asia.
Expected impact: Generates upfront license fees and recurring milestone-based royalty income. Key milestones include the opening of the Shenzhen flagship location at Tencent Headquarters Campus in March 2026.
Mergers, Acquisitions & Partnerships
Recent deals and strategic collaborations
Strategic Partnerships
Provides Reborn Coffee with access to Sysco's nationwide distribution network, ordering infrastructure, quality assurance resources, and food safety protocols to support its franchise expansion strategy.
Terms: Not publicly disclosed
Develops Reborn Coffee-branded retail locations and product lines across the Middle East, Europe, and MENA regions, including a flagship drive-thru store at the Abu Dhabi Group's headquarters.
Terms: Valued at $1.7 million
Grants exclusive rights to develop and operate Reborn Coffee-branded locations across Georgia and Armenia, establishing the brand's presence in the Caucasus region.
Terms: Includes an initial fee and a milestone-based payment schedule to generate recurring revenue without capital investment from Reborn Coffee.