The original owners of HoneyBee Coffee have regained ownership of the business, according to social media posts, and are thanking the community for their support as they rebuild following a sale to a self-proclaimed entrepreneur that staff say put the company in bankruptcy.
“First, we want to express our sincere gratitude for all the kind messages and support we’ve received during this difficult time,” HoneyBee posted on Instagram on the evening of July 23. “We’re happy to announce that we have regained ownership of HoneyBee Coffee Company. As we take steps to rebuild and rebuild, we are committed to making the best decisions for our beloved business and community.”
Former owner Norris Hill wasn’t immediately available for comment. As owner, Hill was credited with building Honeybee into a fan-favorite chain of coffee shops before selling his 80% stake in the company to business coach Aaron Hensley.
Hill had been working with interested potential buyers to help reopen four closed HoneyBee stores — three in Knoxville and one in Sevierville.
“We’re trying to move quickly,” Hill’s attorney, Kyle Baisley, told Knox News on July 17.
In a separate post, Honeybee sought to clear up confusion about promotions Hensley offered in the tumultuous weeks before his abrupt departure from the company. Through a series of promotional emails, text messages and posts, Hensley sold $200 gift cards for just $100.
On June 24, Hensley announced it would temporarily close two of its three Knoxville stores, leaving shoppers with few options for using their gift cards. About a month later, with all stores closed, Honeybee instructed customers who had purchased gift cards to email their orders to wholesale@honeybeecoffeeco.com.
“We’re working on a better long term solution, but in the meantime we wanted to give you a way to redeem your gift cards,” the company said in an Instagram post.
In the comments on the post announcing the owner’s return, fans celebrated the news while others hoped the cafe would return to its simple coffee shop roots when it reopens. Honey Bee also added a brewery in 2021.
Knox News visual editor Jennifer Dedman’s husband, Steve Dedman, served as Honeybee’s head brewer, but the couple are no longer involved with the company. In accordance with the USA TODAY Network Newsroom Principles of Ethical Conduct, which Knox News follows, Dedman has been removed from editorial involvement in our reporting.
Business coach leaves Honeybee after mass staff departures
Hensley, owner of local business coaching firm Rise USA, took control of the company in February after signing a letter of intent with Hill to assume responsibility for Honeybee’s mounting debt, Hill said. Before the two struck the deal, Hensley had offered to buy other Knoxville businesses.
The owners of those businesses now say they are glad they didn’t accept the offer.
After Hensley sent out a barrage of bizarre messages and posts in June announcing a new “HoneyBee USA” that would offer unparalleled customer service while franchising, former employees complained in online forums that they resigned in reaction to Hensley’s behavior.
Several former employees told Knox News that a nearly complete walkout led to the closure of two Honey Bee stores in Knoxville. Hensley has not responded to requests for comment since June 25, when he told Hill he was leaving the company after it acquired him.
Daniel Dassow is a growth and development reporter specializing in technology and energy. He can be reached at 423-637-0878. Email daniel.dassow@knoxnews.com.
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