A Brewing Success. The Remarkable Story Of Sublime Coffee
Nestled in the heart of Nelson, Sublime Coffee has become a beacon for coffee enthusiasts and a testament to the entrepreneurial spirit of its owners, Emma and Dan Hennah. With a background as diverse as it is intriguing, this dynamic duo has managed to craft a brand that resonates with coffee lovers both locally and around the country.
Dan’s career began in the cinematic realm, where he worked on notable productions such as “King Kong” and “The Lord of the Rings” trilogy. “I’ve always loved the magic of movies, but I wanted something more grounded, something that felt like home,” Dan reflects. This desire for a tangible, lasting venture led him back to Nelson, his birthplace and the place he always called home.
Emma, on the other hand, hails from the North Island and found herself in Nelson 26 years ago. With a background in education, she initially balanced teaching with supporting Dan’s coffee business. “For a while, I juggled both roles until it became clear that our coffee business needed both our full attention,” Emma recalls.
Sublime Coffee was founded on Haven Road in Nelson, a modest beginning with a 5 kg roaster in the front room of an old house. The space doubled as Dan’s flat and an espresso bar, where locals would casually drop in for a cup of coffee. “It started very organically” Dan explains. “We weren’t aiming at first to create a bustling espresso bar, we were more focused on wholesale.”
The relaxed atmosphere and high-quality brews quickly attracted a loyal customer base. Emma and Dan’s commitment to quality and community set the foundation for what Sublime Coffee would become. “We ended up deciding to create a place where people felt at home, where the coffee was consistently excellent, and where the community could gather,” says Emma.
The growth of Sublime Coffee was swift. From its humble beginnings, the business expanded into wholesale distribution, supplying cafes across New Zealand. They opened an espresso bar and dispatch centre in Palmerston North to cater to their North Island customers. “We never imagined it would grow this fast,” Dan admits. “We’ve moved through four main roasting plants to keep up with demand.” Today they operate their roastery from their New Street premises in CBD Nelson, that also has a café area and now have an espresso bar at Nelson Airport, while still operating the original place on Haven Road, Nelson.
Their wholesale business now accounts for 80% of their operations, with the remainder coming from their flagship stores and online sales. Sublime Coffee’s reputation for quality has spread far and wide, with a significant portion of their sales now coming from Auckland.
Running a coffee enterprise is not without its challenges. Dan and Emma have navigated the complexities of scaling their business while maintaining quality and consistency. “One of the biggest challenges is managing the supply chain,” Dan notes. “We source our beans from around the world, and the prices can fluctuate due to weather, geopolitical events, and currency exchange rates.”
Despite these hurdles, Emma and Dan have successfully built a sustainable business model. They have invested in eco-friendly packaging and have established robust systems for composting their waste. “We are proud to be one of the first coffee companies in New Zealand to have 100% compostable packaging,” Emma says. “From our coffee bags to our cups and lids, everything is designed to minimize environmental impact. “
At the heart of Sublime Coffee is a strong sense of community. Emma and Dan have created a work environment that fosters collaboration and joy. “We want our team to enjoy coming to work,” Emma emphasises. “A happy team makes for a better product and a better experience for our customers. “
The Hennahs also value the importance of training. They employ a dedicated trainer who travels across New Zealand to ensure that their coffee is brewed to perfection wherever it’s served. “It’s about maintaining that quality finish,” Dan explains. “We offer training for free because it benefits everyone. “
As they look to the future, Emma and Dan are excited about the continued growth of Sublime Coffee. They hope to see more young people finding opportunities in Nelson and are committed to contributing to the local economy. “We’d love to see Nelson grow and develop,” Dan says. “It’s a beautiful place with so much potential.”
For Emma and Dan, balance is key. They enjoy spending time with their four children and engaging in activities that keep them grounded. “We love the beach, the mountains, and the community here,” Emma shares. “Nelson is a special place, and we feel lucky to call it home.”
Sublime Coffee is a testament to Emma and Dan Hennah’s dedication to quality, community, and sustainability. Their journey a story of passion, perseverance, and a love for bringing people together over a great cup of coffee. As they continue to innovate and grow, Sublime Coffee remains a shining example of what can be achieved with vision, hard work, and a commitment to doing things right.
You can find out more about Sublime Coffee at www.sublimecoffeeroasters.co.nz.
Explore the virtual tour at Sublime Coffee Roasters
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