Reborn Coffee Appoints Jung Jae Lim as Co-CEO
Written by Emily J. Thompson, Senior Investment Analyst
Updated: Mar 06 2026
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Should l Buy REBN?
Reborn Coffee has appointed Jung Jae Lim as Co-Chief Executive Officer of Reborn Coffee, Inc., effective March 3, 2026. In his role as Co-CEO, Lim will focus on strengthening the Company's operational foundation by leading initiatives across logistics, transportation, and supply chain management
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Analyst Views on REBN
About REBN
Reborn Coffee, Inc. is focused on serving specialty-roasted coffee at retail locations, kiosks, and cafes. Through its product offerings, it provides customers with a variety of beverages and coffee options. Its subsidiaries, namely Reborn Global Holdings, Inc. (Reborn Holdings), Reborn Coffee Franchise, LLC (Reborn Coffee Franchise), Reborn Realty, LLC (Reborn Realty), Reborn Coffee Korea, Inc. (Reborn Korea), and Reborn Malaysia, Inc. (Reborn Malaysia). Reborn Holdings is engaged in the operation of wholesale distribution and retail coffee stores in California to sell a variety of coffee, tea, and other beverages along with bakery and dessert products. Reborn Coffee Franchise is a franchisor providing premier roaster specialty coffee to franchisees or customers. Reborn Realty is an entity which acquired a real property located at 596 Apollo Street, Brea, California. Reborn Korea is a subsidiary of Reborn Holdings with one retail coffee store under the brand name of Reborn Coffee.
About the author
Emily J. Thompson
Emily J. Thompson, a Chartered Financial Analyst (CFA) with 12 years in investment research, graduated with honors from the Wharton School. Specializing in industrial and technology stocks, she provides in-depth analysis for Intellectia’s earnings and market brief reports.
Reborn Coffee Signs Distribution Deal with Sysco to Enhance Supply Chain
- Distribution Agreement: Reborn Coffee, Inc. (NASDAQ:REBN) has signed a distribution agreement with Sysco Corporation aimed at enhancing supply chain efficiency by leveraging Sysco's logistics network and service platform to ensure reliable product delivery across its locations.
- Operational Consistency: This collaboration is designed to simplify procurement processes for franchise stores while improving operational consistency across the brand's expanding footprint, which is expected to enhance overall store performance and execution.
- Logistics Subsidiary Performance: Reborn Logistics reported preliminary revenue of $2.5 million and operating income of $0.6 million in Q4 2025, with management projecting 2026 revenue of approximately $15 million and operating income of $1.5 million, indicating strong growth potential.
- Strategic Importance: The logistics platform is central to REBN's strategy, enabling scalable growth and a more integrated supply chain, and despite competition from other AI stocks, REBN's unique positioning in the coffee industry remains attractive for investment.
See More
Reborn Coffee Appoints New Co-CEO
- Executive Appointment: Reborn Coffee has announced the appointment of Jung Lim as Co-CEO effective March 3, 2026, aimed at strengthening the company's leadership and strategic direction to support its expansion plans.
- Global Partnerships: Lim has secured partnerships with leading companies in the USA and Mexico, with an estimated combined monthly volume exceeding 1,550 units, indicating the company's growth potential in international markets.
- Logistics Revenue Potential: According to the company, the new partnerships are expected to generate approximately $20 million in annual logistics revenue, significantly enhancing the company's financial performance and market competitiveness.
- Expansion Plans: Reborn Coffee is actively advancing its expansion strategy, aiming to solidify its market position in the coffee industry and drive long-term growth through collaborations with global enterprises.
See More
Reborn Coffee Appoints New Co-CEO to Enhance Logistics and Growth
- Leadership Change: Reborn Coffee appointed Jung Jae Lim as Co-CEO effective March 3, 2026, leveraging over 20 years of logistics and supply chain management experience to strengthen the company's operational foundation and drive enterprise partnerships and platform scaling.
- Strategic Partnerships: Mr. Lim has secured partnerships with leading global companies in the USA and Mexico, with an estimated monthly volume exceeding 1,550 units and an annual logistics revenue potential of approximately $20 million, marking a significant milestone for Reborn Logistics.
- Operational Optimization: As Co-CEO, Mr. Lim will focus on optimizing distribution capabilities, improving service reliability, and enhancing cost efficiency, thereby supporting the company's expansion and scalable operating infrastructure to boost market competitiveness.
- Long-term Value Creation: Mr. Lim emphasized his commitment to building a high-performance logistics and supply chain strategy that enhances reliability and service excellence, aligning with the company's broader strategic priorities to facilitate Reborn Coffee's next phase of growth.
See More
Reborn Coffee Partners with Sysco to Enhance Supply Chain and Franchise Support
- Partnership Formation: Reborn Coffee has entered into a distribution partnership with Sysco, a global leader in food distribution, marking a significant milestone in the company's nationwide franchise expansion strategy, which is expected to greatly enhance product consistency and operational efficiency.
- Supply Chain Optimization: By leveraging Sysco's distribution network and service capabilities, Reborn Coffee aims to improve fulfillment reliability and streamline purchasing processes, thereby enhancing support for both existing and future franchise operators.
- Quality Control Enhancement: This partnership will provide Reborn Coffee with access to quality assurance resources and food safety protocols, helping stores execute operations more consistently, which in turn is expected to improve customer experience and revenue generation capabilities.
- Strategic Infrastructure Development: Reborn Coffee's CEO Jay Kim stated that this partnership is a crucial step in building the infrastructure necessary to support the company's national franchise growth, as a strong distribution platform is essential for protecting product quality and brand consistency.
See More
Reborn Coffee Opens Flagship Store in Shenzhen, China
- International Expansion Progress: Reborn Coffee has completed construction of its flagship store within Tencent's new headquarters campus, with a grand opening expected after the Chinese New Year, marking a significant step in the company's presence in the Chinese market.
- Brand Visibility Enhancement: As Reborn Coffee's exclusive master licensee in China, Reborn Health Goods (Shenzhen) led the development of this flagship location, which is anticipated to provide a meaningful platform for brand exposure and operational learning opportunities.
- Global Growth Strategy: Management believes that this flagship presence will be a crucial component of the company's global growth strategy, particularly in the dynamic technology and innovation hub of Shenzhen.
- Strong Market Performance: Since going public in 2022, Reborn Coffee's shares have risen by 12%, and the company currently operates 12 stores across the U.S. and Kuala Lumpur, demonstrating its competitiveness in the high-quality coffee retail market.
See More
Reborn Coffee (REBN) Regains Nasdaq Compliance, Hearing Canceled
- Compliance Restored: Reborn Coffee has received notice from Nasdaq confirming it has regained compliance with the minimum stockholders' equity requirement, ensuring its stock continues to be listed and traded on the Nasdaq Capital Market, thus avoiding potential delisting risks.
- Hearing Canceled: The scheduled hearing before the Nasdaq Hearings Panel has been canceled as the company meets all applicable continued listing standards, further stabilizing investor confidence and reducing uncertainty.
- Market Positioning: As a specialty coffee retailer focused on high-quality handcrafted coffee, Reborn Coffee is redefining the coffeehouse model through innovation and global expansion, enhancing its position in a competitive market.
- Future Outlook: Despite facing ongoing net losses and expansion challenges, management remains optimistic about future business growth, emphasizing continued efforts to enhance customer loyalty and sales.
See More
Reborn Coffee Signs Distribution Deal with Sysco to Enhance Supply Chain
- Distribution Agreement: Reborn Coffee, Inc. (NASDAQ:REBN) has signed a distribution agreement with Sysco Corporation aimed at enhancing supply chain efficiency by leveraging Sysco's logistics network and service platform to ensure reliable product delivery across its locations.
- Operational Consistency: This collaboration is designed to simplify procurement processes for franchise stores while improving operational consistency across the brand's expanding footprint, which is expected to enhance overall store performance and execution.
- Logistics Subsidiary Performance: Reborn Logistics reported preliminary revenue of $2.5 million and operating income of $0.6 million in Q4 2025, with management projecting 2026 revenue of approximately $15 million and operating income of $1.5 million, indicating strong growth potential.
- Strategic Importance: The logistics platform is central to REBN's strategy, enabling scalable growth and a more integrated supply chain, and despite competition from other AI stocks, REBN's unique positioning in the coffee industry remains attractive for investment.
See More
Reborn Coffee Appoints New Co-CEO
- Executive Appointment: Reborn Coffee has announced the appointment of Jung Lim as Co-CEO effective March 3, 2026, aimed at strengthening the company's leadership and strategic direction to support its expansion plans.
- Global Partnerships: Lim has secured partnerships with leading companies in the USA and Mexico, with an estimated combined monthly volume exceeding 1,550 units, indicating the company's growth potential in international markets.
- Logistics Revenue Potential: According to the company, the new partnerships are expected to generate approximately $20 million in annual logistics revenue, significantly enhancing the company's financial performance and market competitiveness.
- Expansion Plans: Reborn Coffee is actively advancing its expansion strategy, aiming to solidify its market position in the coffee industry and drive long-term growth through collaborations with global enterprises.
See More
Reborn Coffee Appoints New Co-CEO to Enhance Logistics and Growth
- Leadership Change: Reborn Coffee appointed Jung Jae Lim as Co-CEO effective March 3, 2026, leveraging over 20 years of logistics and supply chain management experience to strengthen the company's operational foundation and drive enterprise partnerships and platform scaling.
- Strategic Partnerships: Mr. Lim has secured partnerships with leading global companies in the USA and Mexico, with an estimated monthly volume exceeding 1,550 units and an annual logistics revenue potential of approximately $20 million, marking a significant milestone for Reborn Logistics.
- Operational Optimization: As Co-CEO, Mr. Lim will focus on optimizing distribution capabilities, improving service reliability, and enhancing cost efficiency, thereby supporting the company's expansion and scalable operating infrastructure to boost market competitiveness.
- Long-term Value Creation: Mr. Lim emphasized his commitment to building a high-performance logistics and supply chain strategy that enhances reliability and service excellence, aligning with the company's broader strategic priorities to facilitate Reborn Coffee's next phase of growth.
See More
Reborn Coffee Partners with Sysco to Enhance Supply Chain and Franchise Support
- Partnership Formation: Reborn Coffee has entered into a distribution partnership with Sysco, a global leader in food distribution, marking a significant milestone in the company's nationwide franchise expansion strategy, which is expected to greatly enhance product consistency and operational efficiency.
- Supply Chain Optimization: By leveraging Sysco's distribution network and service capabilities, Reborn Coffee aims to improve fulfillment reliability and streamline purchasing processes, thereby enhancing support for both existing and future franchise operators.
- Quality Control Enhancement: This partnership will provide Reborn Coffee with access to quality assurance resources and food safety protocols, helping stores execute operations more consistently, which in turn is expected to improve customer experience and revenue generation capabilities.
- Strategic Infrastructure Development: Reborn Coffee's CEO Jay Kim stated that this partnership is a crucial step in building the infrastructure necessary to support the company's national franchise growth, as a strong distribution platform is essential for protecting product quality and brand consistency.
See More
Reborn Coffee Opens Flagship Store in Shenzhen, China
- International Expansion Progress: Reborn Coffee has completed construction of its flagship store within Tencent's new headquarters campus, with a grand opening expected after the Chinese New Year, marking a significant step in the company's presence in the Chinese market.
- Brand Visibility Enhancement: As Reborn Coffee's exclusive master licensee in China, Reborn Health Goods (Shenzhen) led the development of this flagship location, which is anticipated to provide a meaningful platform for brand exposure and operational learning opportunities.
- Global Growth Strategy: Management believes that this flagship presence will be a crucial component of the company's global growth strategy, particularly in the dynamic technology and innovation hub of Shenzhen.
- Strong Market Performance: Since going public in 2022, Reborn Coffee's shares have risen by 12%, and the company currently operates 12 stores across the U.S. and Kuala Lumpur, demonstrating its competitiveness in the high-quality coffee retail market.
See More
Reborn Coffee (REBN) Regains Nasdaq Compliance, Hearing Canceled
- Compliance Restored: Reborn Coffee has received notice from Nasdaq confirming it has regained compliance with the minimum stockholders' equity requirement, ensuring its stock continues to be listed and traded on the Nasdaq Capital Market, thus avoiding potential delisting risks.
- Hearing Canceled: The scheduled hearing before the Nasdaq Hearings Panel has been canceled as the company meets all applicable continued listing standards, further stabilizing investor confidence and reducing uncertainty.
- Market Positioning: As a specialty coffee retailer focused on high-quality handcrafted coffee, Reborn Coffee is redefining the coffeehouse model through innovation and global expansion, enhancing its position in a competitive market.
- Future Outlook: Despite facing ongoing net losses and expansion challenges, management remains optimistic about future business growth, emphasizing continued efforts to enhance customer loyalty and sales.
See More
