Greybox Coffee

About Greybox Coffee

Greybox Coffee is a specialty coffee chain founded in China in 2016. The company was started by the high-end flower shop Roseonly and its founder, Perry, whose coffee interest was sparked while studying in Melbourne, Australia. Greybox focuses on the premium market, exclusively using coffee beans that score 80 points or higher by the Specialty Coffee Association (SCA). The business model centers on operating stores in high-traffic, premium locations like central business districts and upscale shopping malls, initially in cities like Beijing and Shanghai. They serve coffee lovers and business professionals.

The company experienced rapid growth, securing a USD 100 million Series A financing in 2017, which valued the startup at USD 100 million. By 2018, it had expanded to 22 stores across nine cities in China. The brand has received accolades, including a Silver Award at the 2019 Australian International Coffee Awards (AICA) and a 95-point rating from Coffee Review for its espresso. In July 2024, Greybox opened its first international store in Singapore, marking its overseas expansion after delays due to the pandemic. The company also began exploring franchising opportunities in 2019.

Greybox's product offerings include a variety of specialty coffees, such as single-origin pour-overs, a premium Panama Geisha blend, and signature drinks like Dirty Mocha and Planet Latte. The company imports high-quality equipment and pairs its coffee with fresh milk from Australia. In addition to beverages, their cafes offer a menu that can include all-day brunch, salads, sandwiches, pastries, and cakes. Some locations also feature roasteries where customers can observe the coffee roasting process.