Morii — Building a Global Matcha Brand
Morii — Building a Global Matcha Brand
Supported : 4,900 €
of 250 € minimum goal
Pitch
Morii Tea is building a global matcha brand from Tallinn, with wholesale distribution and e-commerce at the centre of our expansion.
We supply matcha to cafés, retailers and hospitality businesses, and sell products directly to consumers online. Our third pillar, physical experiences, brings the brand to life through our existing tea house, tastings and events. Together, these channels connect product discovery with repeat purchasing and wider distribution.
We have built the foundations: an operating tea house, an online store, retail distribution and repeat wholesale customers. Now we are expanding our matcha assortment, developing new products and building the commercial capacity to reach customers internationally.
We are raising €700,000 at a proposed €7 million pre-money valuation, primarily to strengthen inventory, wholesale sales and e-commerce growth. A smaller allocation supports development of our future Matcha Bar and bakery concept. Europe is our first expansion market; our ambition is global.
Born in Tallinn. Meant to be global.
Elvin Abbasli
Founder and Co-CEO
Elvin shares responsibility for Morii’s overall strategy and growth with Majnun, with a particular focus on the company’s vision and operations. He oversees the Tea House, wholesale activities and events, helping build an international matcha brand through exceptional products, distinctive experiences and lasting business partnerships.His professional background includes experience at HSBC and Riverty, complemented by education in law, cybersecurity and international relations. He holds a bachelor’s degree in Cyber Security Engineering from TalTech and completed the International Relations and European Integration programme at the Estonian School of Diplomacy. He brings technical understanding, an international outlook and a hands-on approach to building Morii.The idea behind Morii grew from his visit to Japan, where meeting a tea farmer in Kyoto inspired him to bring exceptional Japanese teas to a wider audience. Together with Majnun, he has turned that inspiration into products, an online store, wholesale relationships and a Tea House in Tallinn, committing his own capital and substantial unpaid working hours to the business.
Majnun Abdurahmanov
Founder and Co-CEO
Majnun shares responsibility for Morii’s overall strategy and growth with Elvin, while driving the company’s technical implementation. He brings software and product engineering experience from Wise, Moss and Pliant, including work with accounting integrations, company spending systems and payment technology.He holds a master’s degree in Software Engineering, with studies at the University of Tartu and TalTech. His background combines practical fintech experience with academic work in machine learning, computer vision, enterprise systems and software product management.At Morii, Majnun connects business priorities with practical technology to support wholesale and e-commerce growth. His focus includes developing the online customer experience, automating routine workflows and connecting sales, inventory and financial information. Planned work includes a financial operating system to improve cash visibility, projections and business decisions. Having stepped away from his software engineering career to build Morii, he combines technical expertise with a personal commitment of capital and substantial unpaid working hours.