A chat with Matt and Sophie, the directors and founders of Hard Lines. The duo look back over 10 years and answer questions on the journey so far, coffee culture and teamwork. Plus, some questions that were sent in by you.
Origins & Journey
What was the original idea behind Hard Lines, and how has that vision evolved over the last decade?
Sophie: We started out because we loved coffee; pure and simple.
Matt: At its core, the goal was to bring something fun and fresh to Cardiff. The idea came to us during a trip around Europe, where we discovered and enjoyed coffee shops that offered an experience we felt was missing back home. In the beginning, we also sold records, but after a year or so, we decided to focus our attention on coffee and refine that experience.
Sophie: Music is still a huge part of who we are. We like to stay connected to that original idea by contributing to local radio shows, collaborating with musicians and even through our chaotically curated cafe playlist. I think the initial spark of ‘sharing things we like’ with our customers is still at the heart of what we do. What’s evolved is the scale; a team that’s x10 bigger and a community that’s no longer just people popping in locally; they’re getting it through the post, drinking it at a cafe in another city or reading about it anywhere in the world!
If you could go back and give your younger selves one piece of advice, what would it be?
Matt: Make sure to enjoy it. Things can get serious pretty quickly. Try to hold on to why you started it and celebrate the wins, big and small. Also, there is such a thing as drinking too much coffee in one day.
Sophie: I agree with Matt, enjoy it! It started out as a passion project, then very quickly became something much bigger that took over my whole life, which was challenging to navigate. Now I’m so impressed and proud of what the company has become and all the people that have made it possible.
Matt: Separating life from work can sometimes be a difficult challenge. But each year I get a little better at it.
What have you learned about partnership and working together over 10 years?
Sophie: Like a work of art, nothing is ever truly finished haha! Going from friends to colleagues, to running a business together has been one of the most valuable learning experiences for me, and it still is. As the business grows and evolves, so do the demands it places on each of us. It’s not always easy, but I don’t think either of us would be able to do it alone.
Matt: Clear communication is everything! Being honest, even when it’s uncomfortable and making sure both sides feel heard. Over time, we’ve built a rhythm, knowing when to push, when to compromise and when to step back and support the other person.
Community & Culture
Hard Lines has a strong visual identity. How intentional was that from the beginning?
Matt: Extremely. We've always been very fortunate to have talented creative people on the team, which has been key to shaping Hard Lines' feel and identity. The visual journey of Hard Lines has been a fun one, all pieces of a puzzle that’s led us to where we are now.
Sophie: Our goal was to bring fun, personality and creativity into the speciality coffee scene. I think we’ve definitely achieved this!
Matt: Who knows where it will go next…
How has being based in Cardiff shaped the business?
Matt: Having both studied in Cardiff, we felt we understood the city and wanted to bring something meaningful to it, ultimately becoming a leader in its coffee scene. If we’d gone straight to somewhere like London, I don’t think we’d have built the same kind of following we have today.
Sophie: The people and culture of Cardiff have shaped our offering and service style, and their support, along with their sense of ownership of the brand, is central to who we are. Coffee is so ingrained into people's daily routines, so it’s been great to get to know Cardiff in this sense.
Matt: As a Welsh speaker, I also think it’s important to celebrate being a Welsh brand. One of our best-selling pieces of merch is the ‘Iechyd Da’ glass. I always love seeing this item get shipped out. I think we’ve even sent one as far as Australia!
What role has your local community played in your growth?
Matt: Community support has always been great, even from our very first event. I think we were lucky in a sense, people were looking for something to get behind. The support of our community was built over time and has grown organically. We still have regulars now who came to that very first pop-up. They’ve seen it go from AeroPress bar to fully fledged cafe.
Sophie: As with every business, Covid was a cornerstone for us; and thankfully in our case, the making of us. Our Canton location allowed us to be reactive and adapt to the constant changes. It was through this that a relationship was solidified within the Canton neighbourhood, between our customers and us. We’ve even honoured this relationship with a coffee, the Canton Blend, which is extremely popular!
Matt: Our Run Club was also started as a way to reconnect with our community post-COVID lockdowns.
Lessons & Philosophy
How do you stay creative and avoid burnout in a demanding industry?
Sophie: Avoiding burnout and running a business aren’t mutually exclusive. For us, it’s about surrounding ourselves with creative people who bring diverse perspectives and ideas, staying brave, always moving, adapting and evolving. We’re constantly trying to strike that balance between familiarity and the unexpected, while remembering why we started: to share what we love and to build a community of people who feel the same.
Matt: Collaboration is a great way to keep things fresh. We love collaborating with different individuals and brands to explore new ideas.
Has your definition of success changed since day one?
Sophie: A lot of people have been asking of late, ‘Is this what you expected?’ and ‘Did you aim for this?’ I think it would be fair to say that where we are now and what we’ve achieved has far outstretched the aspirations of a pop-up Aeropress bar…
The goalposts are always moving; once you reach a goal, you set another. ‘What if we had our own cafe?’ ‘What if we roasted our own coffee?’ ‘What if that coffee got served at FCP in Bristol?’
Matt: In the early days, success was about building something that people cared about and proving the idea could work. Now, it’s shifted to include things like sustainability, creating something that can last, supporting our team and maintaining a strong sense of identity as we grow.
Sophie: I hope it doesn’t sound kitch, but at this point, to run a brand of our own, work with a team who really care about it and be talking about ‘the next 10 years’ feels like a huge success.
Looking Ahead
What excites you most about the next 10 years of Hard Lines?
Matt: Hard Lines is in the best place it's ever been. We have a passionate team of people who are keen to learn and grow. We aim to nurture this kind of culture and enthusiasm throughout the company as we look to grow and evolve over the next 10 years.
Sophie: I’m excited by building something that lasts. It feels ike we’re only just getting started, we’re still as engaged and excited as we were on day 1. The sky’s the limit.
How do you see the coffee industry changing, and where do you fit into that future?
Matt: If the industry continues to move towards experience-led, community-driven coffee, then that feels like exactly where we want to be.
Sophie: We will continue to hold our space as an open door to the speciality coffee industry, offering inclusive coffee, welcoming spaces and open attitudes. Staying steadfast in our belief that good coffee is for everyone.
Do you see yourselves staying rooted in Cardiff, or expanding to new cities or countries?
Matt: We feel pretty grounded in Cardiff. Roasting coffee allows us to work with incredible companies across the country, and we’re proud to now see our coffee being served all across the UK. Cardiff will always feel like a very special place for us, but we wouldn't rule out a new space in a different town or city if the right opportunity presents itself.
Sophie: Cardiff is our home and always will be. Collaborating with new cafes and brands across the country and the world is something we’ve been lucky to do and hope to continue doing. I think about companies like James Gourmet, who were so welcoming and such guiding hands to us when we started; if we could ever be that presence in the industry, that would be really special.
Customer Questions
What's your usual coffee order?
Matt: A delicious fruit-forward filter coffee.
Sophie: Filter coffee. I start every morning in Canton with a batch brew, my favourite ritual.
What's your go-to cafe order? Are you keeping it Classic or always going for the Specials?
Matt: Key lime pie, key lime pie, key lime pie.
Sophie: Vegan burrito with added (real) cheese.
What’s a standout coffee, past or present, that you just can't get enough of?
Matt: Natural Rwandan Kilimbi. A coffee we’ve been buying for over 4 years now, and it just keeps getting better and better. Think Orangina.
Sophie: I’m loving Birthday Party.
What's your favourite coffee shop thats not Hard Lines?
Matt: There are so many inspiring places on my list. Usually, I’d be looking for a space beyond the coffee. With hospitality at its core. I really love what the team at Rosslyn are doing in London. Caneat in Birmingham is somewhere I’d love to have at the end of my road and further afield, HollyBelly in Paris was a real icon when we were starting out. I remember we did a T-shirt swap with them and I was over the moon.
Sophie: Mec or Sibling in Cardiff; two spots that have carved out their own unique identity and vibe that I love to go sit in. The place it all started in Barcelona, Satan’s Coffee Corner!
