The Calmer Co. (ASX: CCO): Doubling Down on Calm – Amazon Sales Surge 104%
- Noel Ong
- May 28
- 4 min read
Announcement:
In a world grappling with stress and sleeplessness, The Calmer Co. International Limited (ASX: CCO) is emerging as a standout in the wellness beverage market. This Brisbane-based company, known for its innovative kava-infused offerings, has just posted a headline-grabbing 104% year-on-year growth in Amazon USA sales, reaching AUD 203,000 in April 2025 alone.
It’s not just growth—it’s momentum. With March already up 72% year-on-year, this latest surge highlights the rising global appetite for natural relaxation products. CCO’s focus on the Amazon platform has paid dividends, with the Taki Mai traditional kava brand now accounting for 24% of total U.S. sales. And it’s not a one-time splurge: 28% of all orders are now subscriptions—a strong indicator of sticky, recurring demand.
Tale of Two Brands: Taki Mai and Fiji Kava
Table 1: Amazon USA saw rapid growth in March 2024, with strong sales continuing through Coles and Woolworths, set to join as a retail partner in June 2025.
Andy Burger, Head of e-Commerce and based in Seattle, commented:
“Our analysis of Amazon analytics confirmed that we lead the instant kava category on the platform. However, our presence in the traditional kava market has not reached the same level. To address this, we've strategically focused on growing both our instant kava brand, Fiji Kava, and our heritage brand, Taki Mai, which resonates more strongly with the traditional market. This dual-brand approach has already delivered results—Taki Mai is experiencing rapid sales growth, while Fiji Kava continues to dominate its category. This marks a significant strategic shift for our team”
That’s where Taki Mai comes in. With its authentic roots and cultural resonance, Taki Mai is carving out a loyal customer base in the traditional kava space, complementing the fast-moving Fiji Kava brand.
As the market shifts from novelty to necessity, The Calmer Co.’s dual-brand strategy positions it at the forefront of both convenience and tradition. With the global kava market forecast to grow over 16% annually and Amazon alone projecting a 45% rise in kava sales, the timing couldn’t be better.
Zane Yoshida, CEO, The Calmer Co., commented:
“This marks the early stages of our expansion strategy into the U.S. market. We've already seen strong growth in Amazon sales, and we're set to launch several new products across multiple categories in May. At the same time, we're making significant investments in R&D to build a high-impact, scalable plan for longterm success in the U.S.”
Samso’s Concluding Comments
It's always interesting when I review companies like Calmer Co., as their business is more than what it appears. For example, Calmer Co. is delivering more than just beverages—it’s crafting a category. The strategic blend of tradition (Taki Mai) and innovation (Fiji Kava) appears to be resonating with consumers navigating a post-pandemic world in search of balance.
The results could mean that there may be now strong tailwinds with a growing brand equity resulting in a recurring revenue base forming on Amazon. With a path like this, CCO appear to be finally rewarding investors. Looking at the current share price (Figure 1), this could be one of those sleepers or unloved stories that will be worth a DYOR.
Figure 1: The share price chart for The Calmer Co. (source: commsec)
CCO has a market capitalisation of just under AUD $10M, which would be ideal for u,s small retail investors. I always like these stories where there is an obvious smell, but in most of the cases that I have seen, time for growth is what gives companies like CCO value.
Like most of the mineral exploration stories, funding and time for discovery are required, but in most cases, they are left standing as funding is lacking, and more time is required for discovery.
As we continue to see wellness trends dominate consumer preferences, companies like The Calmer Co. that align culture with convenience are poised for exponential growth. I think Calmer Co. could be one of those rare stories where health, heritage, and e-commerce intersect—and investors would be wise to tune in.
Happy Investing and remember, always DYOR.
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