Founded by Sooji Im, be-oom is the first brand in Europe to specialise in Korean tea. Along with her Exmouth Market tea house, garden and shop, Sooji also sells tea from family-owned tea farms across Korea. S&Co helped Sooji raise awareness of her profile and brand, gaining coverage in Elle Decoration, Courier Magazine, Vogue, FT How To Spend It, Mother Tongue TV and Fine Food Digest.