Firebelly Tea Targets Rapid Growth via New Subscription Experience with Ordergroove

Firebelly Tea – a new loose-leaf tea brand that was founded in November 2021 by David Segal, co-founder of DavidsTea, and Harley Finkelstein, president of Shopify – has implemented a new subscription experience with Ordergroove. The direct-to-consumer tea brand will use subscriptions to drive growth, foster long-term customer relationships, and drive higher customer lifetime value.

Firebelly Tea offers quality loose-leaf teas with real flavors and no artificial ingredients, all in environmentally-friendly packaging with design-forward accessories to enhance tea drinkers’ daily rituals.

As an expert in tea and consumer behavior, Segal recognized the value of a convenient, frictionless buying experience that ensured shoppers always had their favorite tea blends. Finkelstein, an authority in eCommerce, understood that to succeed in today’s competitive landscape, brands must retain customers and drive greater lifetime value. To achieve their goals, the founders launched their new subscription experience powered by Ordergroove.

Firebelly Tea said it selected Ordergroove because of the company’s premium solution, which drives recurring revenue for fast-growing eCommerce brands, including OLLY, Clif Bar, Peet’s Coffee and Enfamil.

“With Ordergroove powering our subscription experience, our customers will be able to enjoy their favorite teas on a recurring basis and prioritize their daily rituals,” said Segal.

Ordergroove, based in New York City, enables relationship commerce experiences for hundreds of brands and retailers, including The Honest Company, Stumptown Coffee, L’Oreal, Hotel Chocolat and PetSmart, shifting consumer interactions from one-and-done transactions to easy, highly profitable recurring revenue relationships.

“Firebelly Tea truly understands its customers and has done an amazing job creating an exceptional and memorable product offering that puts customer relationships at the heart of its business,” said Greg Alvo, CEO of Ordergroove. “We’re excited to partner with David, Harley and the Firebelly team to power frictionless and delightful experiences that make their customers’ lives easier.”

With successful subscription and membership experiences, Ordergroove’s technology platform – coupled with artificial intelligence, analytics and consumer expertise – helps top brands transform their commerce experiences across every channel while making their consumers’ lives easier.

Ordergroove was recently named to the Shopify Plus Certified App Partner directory in recognition that the company’s subscription solution is fully integrated with the Shopify Plus ecosystem. The designation certifies that Ordergroove offers best-in-class performance and a superior customer experience.

To learn more about Ordergroove, visit To Learn more about Firebelly Tea, visit

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