The $7 million series and investment round for Chamberlain Coffee, the brainchild of YouTube sensation Emma Chamberlain, has brought on board a number of e-commerce and beverage professionals to help the business create new products and broaden its retail reach.
The round includes Nik Sharma, who has invested in and advised a number of rapidly expanding consumer companies, including Mr. Beast’s Feastables Inc., as well as Ken Sadowsky, a director of Hint, LifeAid Beverage, and Vita Coco.
Other investors include Brandon Brown, the creator of Grin, the owners of Danish bakery Ole & Steen, Ole Kristoffersen and Steen Skallebaek, and Blazar Capital, the venture studio that worked with Chamberlain’s agency United Talent Agency to develop the brand in 2020.
Developing a Long-Lasting Influencer Brand
The USDA Organic-certified Chamberlain Coffee currently sells a variety of coffee blends, instant coffee, single-serve steeped bags, matcha powders, and accessories primarily online. It has recently, however, entered into partnerships with leading companies like Levi’s, Swoon, OffLimits Cereal, and Nutpods as well as Erewhon Market and Sprouts, a major national grocer.
According to Christopher Gallant, a former RedBull executive who was appointed as the company’s CEO approximately a year ago, “Coffee is incredibly personal, therefore we provide multiple caffeine levels and roast characteristics so consumers may receive the coffee as they want.” He emphasises how Chamberlain Coffee can deliberately connect with Gen Z consumers, who are more technologically oriented and more likely to choose sustainable products than previous generations.
Revenue To Double Annually
Gallant claims that Chamberlain Coffee markets itself as “ultra-premium,” as evidenced by its ingredients that are responsibly obtained from collectives mostly in Latin America and its recyclable packaging. In these coffee plantation regions, the firm works with NGOs like Food 4 Farmers to assist boost farmers’ incomes and food security.
Gallant noted that Gen Z customers could be drawn to the brand because of its playful and joyful demeanour. Not only does Chamberlain Coffee have a devoted following among Chamberlain’s fans, but it also collaborates with artists throughout the world to produce limited-edition packaging every month with a coffee theme that is only available to its online members.
However, as the celebrity economy expands, Gallant issued a warning about developing enduring CPG. According to EMarketer, in 2022, 75% of American marketers would spend money on influencers, up from 65% in 2017. Additionally growing are influencer-founded businesses like Item Beauty, which TikTok star Addison Rae cofounded.
Gallant noted that Gen Z customers could be drawn to the brand because of its playful and joyful demeanour. Not only does Chamberlain Coffee have a devoted following among Chamberlain’s fans, but it also collaborates with artists throughout the world to produce limited-edition packaging every month with a coffee theme that is only available to its online members.
However, as the celebrity economy expands, Gallant issued a warning about developing enduring CPG. According to EMarketer, in 2022, 75% of American marketers would spend money on influencers, up from 65% in 2017. Additionally growing are influencer-founded businesses like Item Beauty, which TikTok star Addison Rae cofounded.
“Working on a project that I feel so linked to, as Chamberlain Coffee seems like an extension of me, has been very satisfying. Coffee and everything that goes with it thrill me so much. I enjoy coffee in every manner, from the culture to the daily habit. I’m very appreciative to everyone who has helped Chamberlain Coffee grow into what it is today, and I’m especially appreciative of those who have included it into their daily routine.
The firm is now in negotiations with several regional and national stores and is in the process of recruiting a CMO, so the $7 million increase will help fuel future retail and team expansions, according to Gallant.
The great majority of coffee is still bought offline, and we’re creating a compelling narrative using data and an omnichannel strategy, he added. We intend to increase our revenue by doubling it annually in the future.
