Wakuli
Wakuli is a Dutch specialty coffee company operating a direct-trade subscription e-commerce platform alongside 20+ owned coffee bars across the Netherlands, sourcing freshly roasted beans from 13 farmer groups in 13 countries for individual consumers and B2B office customers in the Netherlands, Belgium, and Germany.
- Company typePrivate
- Founded2019
- HeadquartersDen Haag, Netherlands
- Headcount11–50
- GTM typeB2C
- OfferingHardware or Manufacturing
What Wakuli does
Wakuli (legal entity Wakulimarket B.V.) is a Dutch specialty coffee company founded in 2019 and headquartered in Amsterdam, operating a vertically integrated platform that combines direct-to-consumer subscription e-commerce with a network of 20+ owned coffee bars across the Netherlands (Amsterdam, The Hague, Rotterdam, Utrecht, Leiden). The company roasts specialty-grade coffee (scored above 84 on the SCA scale) in-house near Amsterdam and ships it within one week of roasting to preserve freshness. Wakuli sources directly from 13 farmer groups across 13 countries (Indonesia, Rwanda, Honduras, Tanzania, Ethiopia, Brazil, Mexico, Peru, Uganda, Guatemala, Myanmar, DRC, Timor-Leste), paying farmers $7.87/kg versus a market average of $6.19/kg, and has committed to sourcing 100% regeneratively produced coffee by 2028.
The product portfolio spans whole-bean subscriptions (Original House Blend, Discover Monthly, Power House Blend, Single Origin Espresso, Spicy Robusta, Single Origin Decaf, Seasonal Microlot), compostable coffee pod subscriptions, one-time purchases, and a recently launched nitrogen-infused cold brew ready-to-drink canned line. Supporting offerings include brewing equipment, digital and physical gift cards, B2B office coffee supply with volume-based pricing, and in-person coffee tasting workshops at retail locations. Underlying operational technology is centered on light-roast processing, Q-grader certified bean quality, a freshness logistics guarantee, and Shopify-based subscription management.
Wakuli's revenue model is anchored by recurring subscriptions (beans and pods delivered weekly to monthly) supplemented by one-time e-commerce purchases, B2B office contracts, and retail bar sales. The go-to-market blends digital channels (Instagram, newsletter, blog/impact reports, referral program) with physical brand-building through coffee bars and experiential events. The company is B-Corp certified, backed by ECBF and Rabobank (€9.25 million total disclosed funding as of December 2025), and ships to the Netherlands, Belgium, and Germany.
Wakuli firmographics
Firmographics- Name
- Wakuli
- Legal name
- Wakulimarket B.V.
- Website
- https://wakuli.com
- Company type
- Private
- Founded year
- 2019
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Wakuli is a Dutch specialty coffee company operating a direct-trade subscription e-commerce platform alongside 20+ owned coffee bars across the Netherlands, sourcing freshly roasted beans from 13 farmer groups in 13 countries for individual consumers and B2B office customers in the Netherlands, Belgium, and Germany.
- Ownership category
- akta.pro rank
Wakuli industry classification
Industry- Product category
- Specialty Coffee
- NAICS
- Coffee and Tea Manufacturing (311920)
- SIC
- Beverages (2080)
- akta.pro primary industry
- Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)
- akta.pro secondary industries
- Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE), Specialty Coffee Shops (Single-Origin, Third-Wave) (THAFADAA), Instant Coffee & Coffee Extract Manufacturing (AFAFADAD), Coffee, Tea & Cocoa Trading/Wholesale (AFAIAKAD), Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)
Keywords
Where Wakuli is headquartered
LocationHeadquarters
- HQ city
- Den Haag
- HQ country
- Netherlands
- HQ region
- Europe
Offices7 records
Markets served
Wakuli business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales
Revenue model
- Coffee Subscription: Recurring subscription model for coffee beans and pods delivered on a regular schedule (weekly, bi-weekly, monthly options). Subscribers receive free shipping and can skip, pause, or cancel anytime.
- One-time Product Sales: Single purchase of coffee beans, pods, cold brew products, and accessories without subscription commitment.
- B2B Coffee Sales: Coffee products sold to businesses and offices with volume-based pricing and discounts.
- Cold Brew Ready-to-Drink: Pre-packaged cold brew canned beverages sold individually or in multi-packs.
- Coffee Gear and Accessories: Sale of brewing equipment, mugs, and merchandise alongside coffee products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | Original House Blend subscription starting price |
| Subscription | Monthly | Coffee Pods Subscription |
| Unit Pricing | Pay-as-you-go | One-time bean purchases |
| Unit Pricing | Pay-as-you-go | Cold Brew Ready-to-Drink |
| Subscription | Monthly | B2B Coffee Pricing |
Go-to-market motion3 records
Distribution channels3 records
Marketing channels7 records
Wakuli product offering
Product offeringCore offering
Wakuli operates a vertically integrated specialty coffee platform selling freshly roasted single-origin and blended coffee via subscription e-commerce (beans and compostable pods), one-time online purchases, and 20+ physical coffee bars across the Netherlands. All beans are sourced directly from 13 farmer groups across 13 countries, light-roasted at the Amsterdam facility, and shipped within one week of roasting. The company also offers B2B coffee supply to offices and businesses, plus a range of cold brew ready-to-drink canned beverages.
Product overview
Wakuli operates a vertically integrated specialty coffee platform combining subscription e-commerce with physical retail presence. The core offering centers on two subscription modalities: recurring delivery of freshly roasted whole bean coffee (Beans Subscription) and compostable coffee pods (Pods Subscription), both featuring direct-trade sourced single-origin coffees. The Discover Monthly program provides a rotating selection model delivering different origins monthly, while the Seasonal Microlot line offers limited experimental batches. The Cold Brew product line extends into ready-to-drink beverages with nitrogen-infused canned formats and at-home brewing bundles. Supporting products include taster packs for discovery, coffee gear/equipment, B2B business solutions, physical gift cards, and in-person coffee workshops at their 20+ Dutch coffee bars. The company differentiates through direct relationships with 13 global farming partners across 12 origins, light-roast processing, and a regenerative agriculture commitment targeting 100% sustainable sourcing by 2028.
Differentiator
Problem solved
Functional benefit
Products and services
- Beans Subscription
Quantifiable outcome
- $7.87 per kg paid to farmers vs $6.19 market average (27% premium)
- +2 more outcomes
Companies that use Wakuli
Customer profileSegments3 records
Ideal customer profiles2 records
Wakuli technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
Wakuli partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered flagship, core and minor.
- De ParadeflagshipCollaboration with traveling theatre festival De Parade to create limited edition coffee blend. Every pouch includes a free physical ticket to the festival. Represents shared values of quality, character, and bringing people together.
- CBC (Cafe Business Consult)corePartner in Tanzania, Wakuli's longest-standing origin. Led by Adolf Kumburu and Thomas Ngapomba. First partnership since Wakuli's founding, focused on quality improvement and regenerative coffee production. 36 farmers producing 52,500 kg sourced since partnership began.
- CAFESMO (Honduras)corePartner in Honduras since 2020. Partnership with El Pinal farming community producing coffee for Discover Monthly. Led by Hidardo, a fourth-generation coffee farmer and CAFESMO manager. 28 farmers, €9.70 paid per kg.
- Union San Pedro (Mexico)corePartner since 2024. 180 farmers producing specialty coffee in Oaxaca region. Supply cold brew coffee for all ready-to-drink cans. €11.47 paid per kg.
- Coopervass (Brazil)coreLongstanding partner in Brazil producing regenerative coffee. 50% of Original House Blend. Direct export relationship. €6.20-8.13 paid per kg depending on product.
- Ontosoroh (Indonesia)corePartner in Indonesia producing specialty robusta from Flores island. Led by Adri Yahdiyan. Farmers growing robusta alongside pepper and durian in agroforestry model. Partnership since 2019. €5.56 paid per kg.
- BAHO Coffee (Rwanda)corePartner in Rwanda since 2015. Led by Emmanuel. Produces Single Origin Espresso and contributes to Original House Blend. 895 farmers, €7.61 paid per kg.
- Kata Muduga (Ethiopia)coreLarge cooperative union in Ethiopia since 2021. Kolla Bolcha cooperative within Kata Muduga produces coffee for Original House Blend. €8.13 paid per kg.
- Raw Material (Timor-Leste)corePartner since 2011. Produces Decaf Single Origin using Sugarcane decaffeination method. Building specialty coffee industry as alternative to oil revenues for local farmers.
- Cultivar (Peru)minorPartner in Peru's Selva Central region. Alto Ubiriki producer group growing coffee in regenerative system amid deforestation challenges.
- ZCP (Uganda)minorPartner in Uganda's Zombo district. Provides 40% of Power House Blend as washed arabica.
- Additional Coffee PartnersminorAdditional partners include Guatemala (Chajul), Myanmar, and DRC (Idjwi Island/Kinazi washing station) for Origin House Blend component.
Scale indicators7 records
Recent moves6 records
Expansion highlights5 records
Wakuli competitors and assessment
Company assessmentDirect peers
- Pact Coffee: UK-based specialty coffee subscription company with direct-trade sourcing and fresh roasting model. Closely comparable to Wakuli in DTC subscription mechanics, freshness promise, and direct farmer relationships, though focused on the UK market.
- Kicking Horse Coffee: Specialty coffee roaster focused on organic, fair-trade beans with strong retail distribution and e-commerce. Compares to Wakuli in light-to-medium roast specialty positioning and sustainability-forward branding.
- Blue Bottle Coffee: Specialty coffee company combining subscription e-commerce with owned cafes and direct-trade sourcing. Highly comparable to Wakuli's hybrid DTC-plus-cafe model, though operating at much larger scale with Nestle backing.
- Trade Coffee: US-based specialty coffee subscription company that matches consumers with curated roasters via a quiz-based onboarding flow. Comparable to Wakuli's Discover Monthly rotating single-origin subscription mechanic.
- Simon Lévelt: Dutch specialty coffee roaster with a long-standing network of retail stores across the Netherlands. Direct overlap with Wakuli's specialty coffee positioning and physical retail footprint within the same Dutch market.
- Moyee Coffee: Amsterdam-based specialty coffee company with a similar fair-chain, farmer-first value proposition and roasting operations. Compares directly to Wakuli on impact positioning, direct-trade model, and Dutch/European market focus.
- Stumptown Coffee Roasters: Specialty coffee roaster with direct-trade sourcing, café retail, and wholesale/B2B channels. Comparable to Wakuli across the full omnichannel mix of subscription, retail, and business coffee supply.
- Counter Culture Coffee: US specialty coffee roaster with direct-trade farmer relationships, sustainability commitments, and a subscription plus wholesale model. Closely comparable to Wakuli in direct-trade sourcing ethos and specialty coffee focus.
Broad incumbents
- Nespresso: Global single-serve capsule coffee subscription brand owned by Nestlé. Directly comparable to Wakuli's compostable pods subscription product line and represents the dominant incumbent in the pod coffee category.
- JDE Peet's (Douwe Egberts / Peet's Coffee): Dutch-listed global coffee giant owning Douwe Egberts, Peet's, and many other coffee brands. Provides broader competitive context for Wakuli's Dutch market positioning and represents the dominant incumbent in coffee pods and retail.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat3 records
Key risks6 records
Key highlights7 records
Customer concentration
Wakuli social profiles
Digital presenceWakuli financial estimates
Financial estimateRevenue estimate
Valuation estimate
Wakuli leadership team
Management profileNumber of profiles
Profiles2 records
Wakuli funding detail
Funding detailFunding overview
Funding rounds7 records
Investors7 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Wakuli M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Wakuli
What does Wakuli do?
Wakuli operates a vertically integrated specialty coffee platform selling freshly roasted single-origin and blended coffee via subscription e-commerce (beans and compostable pods), one-time online purchases, and 20+ physical coffee bars across the Netherlands. All beans are sourced directly from 13 farmer groups across 13 countries, light-roasted at the Amsterdam facility, and shipped within one week of roasting. The company also offers B2B coffee supply to offices and businesses, plus a range of cold brew ready-to-drink canned beverages.
Is Wakuli a public or private company?
Wakuli is a private company. It is classified as venture growth investor backed and is currently operating.
When was Wakuli founded?
Wakuli was founded in 2019. It employs 11 to 50 people.
Where is Wakuli based?
Wakuli is headquartered in Den Haag, Netherlands, in the Europe region.
How does Wakuli make money?
Five revenue lines are on record. Coffee Subscription is the primary driver. The others are one-time Product Sales, B2B Coffee Sales, cold Brew Ready-to-Drink and coffee Gear and Accessories.
Who are Wakuli's main competitors?
Direct peers on record are Pact Coffee, Kicking Horse Coffee, Blue Bottle Coffee, Trade Coffee, Simon Lévelt, Moyee Coffee, Stumptown Coffee Roasters and Counter Culture Coffee. Broad incumbents are Nespresso and JDE Peet's (Douwe Egberts / Peet's Coffee).
Does Wakuli have an API?
No public API is recorded for Wakuli.
What industry is Wakuli in?
Wakuli's product category is Specialty Coffee. Its primary akta.pro industry code is CRADAHAG, Coffee (Roasted, Ground, Whole Bean), with a secondary code of THAFADAE, Coffee Roasters with Cafe (Roastery Cafes). Its NAICS code is 311920 and its SIC code is 2080.