Company case study
Firebelly Tea
Firebelly Tea is a tea business started during the pandemic, focusing on unique tea offerings. It came up on My First Million, hosted by Sam Parr and Shaan Puri, in the episode "$100M dollar brands are being built for boring products” - Harley Finkelstein of Shopify" (aired June 12, 2025).
At a glance
| Podcast | My First Million |
|---|---|
| Hosted by | Sam Parr and Shaan Puri |
| Episode | “$100M dollar brands are being built for boring products” - Harley Finkelstein of Shopify |
| Aired | June 12, 2025 |
| Category | E-commerce |
Figures and claims are as told on the episode, summarized from the transcript. Check the date: they describe the company at the time it aired.
What the episode said
“$100M dollar brands are being built for boring products” - Harley Finkelstein of Shopify · aired June 12, 2025 · hosted by Sam Parr and Shaan Puri
Why it works
Taps into the growing market for specialty teas, emphasizing quality and branding.
Founding story
Started as a side project by the founders during the pandemic.
The playbook
Emphasizes product development and branding to stand out in a competitive market.
Also mentioned
Part of a larger initiative by the founders who have experience in entrepreneurship.
Why this works now (our analysis)
Tea enthusiasts seeking unique blends are drawn to Firebelly Tea’s offerings. The business capitalizes on the rise of e-commerce platforms like Shopify, allowing for direct-to-consumer sales and effective brand storytelling. Initial revenue generation came from targeted promotions on niche subreddits such as r/tea, where passionate tea drinkers gather. A significant risk for Firebelly Tea lies in managing inventory levels and supply chain logistics, particularly given the variable nature of tea sourcing and the potential for disruptions in the global supply chain.