Tea lovers often face the challenge of preparing the perfect brew, balancing temperature, steeping time, and cleanup. While coffee machines offer convenience, tea preparation has largely remained traditional. Spotting this gap, Swiss entrepreneur Bogdan Krinitchko developed the BRU Maker One, aiming to simplify tea brewing with an automated machine. Alongside co-founder Filip Carlberg, they introduced a product that automates the process, making it as straightforward as using an espresso machine. With strong consumer interest and increasing sales, the company has now secured additional funding to expand its market reach.
Efforts to modernize tea brewing have emerged before, with mixed results. The UK once saw popularity in Teasmade machines, which combined an alarm clock and an electric kettle. In the U.S., Teforia attempted to introduce a smart infusion device, using RFID technology to tailor the brewing process, but its high price point and negative reviews led to its closure in 2017. Even Nestlé experimented with tea capsules but struggled to gain traction. Unlike these previous efforts, BRU Maker One has resonated with consumers, selling over 10,000 units since its launch in 2023 and generating €2 million in revenue.
What led to BRU’s success?
The BRU Maker One offers precise temperature control and automated steeping, eliminating the hassle of manual brewing. Users can operate the device with a button or a mobile app, and the machine cleans itself after use. This level of convenience has attracted significant interest, leading to rapid sales growth. Following its initial launch, the company adjusted its sales strategy, moving from relying on distributors to selling directly to consumers, which led to improved results.
Despite its success, BRU encountered challenges during development. Initially, the company launched a crowdfunding campaign to validate interest and pre-sold nearly 10,000 units. However, supply chain delays during the pandemic slowed production. According to Carlberg:
“We developed the initial prototype of our tea-making machine and decided to validate the idea through a crowdfunding campaign. To our surprise, we pre-sold nearly 10,000 units—an incredible milestone. However, the pandemic introduced significant delays, particularly with our manufacturers. Fortunately, in hindsight, this challenge became a hidden advantage, and backers offered invaluable feedback, which helped the startup refine its design during the COVID period.”
How does BRU plan to expand its business?
With its growing customer base, BRU has introduced a premium tea subscription service, attracting over 500 subscribers. Carlberg sees this as a strong revenue stream for the company. Additionally, the mobile app collects data on user preferences, providing insights into tea consumption habits. Regarding data privacy, Carlberg explained:
“For us, the app also provides invaluable insights into customer tea-drinking habits—how often they drink, the time of day, their preferred tea varieties, and more. This data helps us improve our offerings while remaining fully mindful of GDPR. Users will always have a clear and straightforward option to opt out of data collection.”
To strengthen its position, BRU recently secured CHF 2 million (approximately €2.13 million) in funding. The investment will support further expansion, with the UK identified as a key market. Carlberg noted that the company sees potential in challenging traditional tea culture in Britain. The brand aims to increase its presence and drive adoption among consumers who may prefer a more automated tea-making process.
As BRU continues to grow, it faces competition from both traditional tea-making methods and other automated brewing solutions. However, its ability to integrate technology while maintaining tea quality has helped differentiate it from earlier attempts. The transition from conventional tea preparation to automated brewing may still take time, but BRU’s approach indicates a shift toward modernizing the tea experience. With funding secured, the company now focuses on scaling operations and strengthening its market position in Europe and beyond.
