Otten Coffee
Otten Coffee is an Indonesian specialty coffee e-commerce platform and multi-channel retailer that sells imported and own-brand coffee machines, grinders, capsules, and beans to home brewers, cafe operators, and franchise partners across Indonesia.
- Company typePrivate
- Founded2012
- HeadquartersMedan, Indonesia
- Headcount101–250
- GTM typeB2B and B2C
- OfferingServices
What Otten Coffee does
Otten Coffee (legally PT Otten Coffee Indonesia) is an Indonesian specialty coffee e-commerce platform and multi-channel retailer founded in 2012 in Medan, operating through ottencoffee.co.id, a mobile application, and six physical showrooms/service centers across Medan, Jakarta, Bandung, Surabaya, Semarang, and Tangerang Selatan. The company distributes international coffee equipment brands (Hario, Fellow, La Marzocco, Mahlkonig, DeLonghi, Bialetti, Mazzer, Wacaco, and others) as a first-hand importer and official distributor, while selling its own Otten-branded espresso machines (Ottura, Retto, Noir, Core X2, Aurum Brew Master), electric grinders (Caffizio, Grindio), an O10 Opresso Nespresso-compatible capsule system, single-origin and house-blend coffee beans, and curated bundles such as Paket Buka Cafe for new cafe operators.
The business operates a hybrid go-to-market combining self-serve e-commerce, mobile app, retail showrooms, B2B sales to cafes and offices, and a franchise/Kemitraan program for branded cafe outlets. Revenue is generated primarily through one-time hardware and consumable sales (pricing ranges from approximately Rp 44,550 for accessories to Rp 294 million for commercial espresso equipment), supported by 0% installment financing via ten partner banks for orders above Rp 500,000, nationwide shipping, and an Otten Poin loyalty program plus an XP-based tiered Membership program (Pengopi Pemula through Champion) that drive repeat purchases. The company reinforces brand and community position through content assets (Otten Video, Majalah Otten, Ottentivity workshops) and event sponsorship such as the Indonesia AeroPress Championship.
Operational scale is meaningful but undisclosed: the firm employs 101–250 people, services an Indonesia-wide customer base with high per-product sales volumes (e.g., 55,600+ units of Signature House Blend 1kg), and integrates with multiple third-party logistics providers (Grab Express, Gosend, JNE, Lion Parcel, Lalamove). The 2015 Series 2 raise of $8.5M led by East Ventures (with Agaeti Venture Capital, Pavillion Capital, SMDV) is the only disclosed institutional funding event, and leadership includes co-founders Robin Boe and Jhoni Kusno, with Dewi Yuliani as VP of Business Development.
Otten Coffee firmographics
Firmographics- Name
- Otten Coffee
- Legal name
- PT Otten Coffee Indonesia
- Website
- https://ottencoffee.co.id
- Company type
- Private
- Founded year
- 2012
- Operating status
- Operating
- Headcount range
- 101–250 employees
- Short description
- Otten Coffee is an Indonesian specialty coffee e-commerce platform and multi-channel retailer that sells imported and own-brand coffee machines, grinders, capsules, and beans to home brewers, cafe operators, and franchise partners across Indonesia.
- Ownership category
- akta.pro rank
Otten Coffee industry classification
Industry- Product category
- Specialty Coffee Retail
- NAICS
- Coffee and Tea Manufacturing (31192)
- SIC
- Wholesale-Professional & Commercial Equipment & Supplies (5040)
- akta.pro primary industry
- Coffee, Espresso & Tea Appliances Retail (CRACADAC)
- akta.pro secondary industries
- Single-Serve Coffee (Pods, Capsules) (CRADAHAH), Espresso Bars & Coffee Bars (THAFADAD)
Keywords
Where Otten Coffee is headquartered
LocationHeadquarters
- HQ city
- Medan
- HQ country
- Indonesia
- HQ region
- Asia
Offices6 records
Markets served
Otten Coffee business model
Business model- GTM type
- B2B and B2C
- Offering type
- Services
- Cost components
- Supply Chain, Operations, Personnel, Marketing or Sales, Technology or R&D, Infrastructure
Revenue model
- Product Sales - Coffee Equipment & Machines: Core revenue stream from selling coffee machines (espresso machines, grinders, capsule machines, automatic brewers), manual brewing tools, and accessories. Products range from consumer-grade home equipment to commercial-grade machines for cafes. Revenue is one-time per transaction, with no recurring component for the customer.
- Product Sales - Coffee Beans & Beverages: Sale of private label Otten Coffee branded beans (single origin, house blends, drip coffee, infused coffees, and capsules). Both retail packaging (200g-1kg) and bulk options available. One-time per-transaction revenue model.
- Bundling & Package Sales: Sale of curated bundle sets combining machines, grinders, accessories, and coffee for specific use cases (home brewing, cafe setup, gifting). Bundles offer price discounts vs. buying components separately, driving higher average order value.
- Franchise / Kemitraan Revenue: Revenue from franchise partnerships where entrepreneurs open Otten Coffee branded cafe outlets. Otten provides brand, product supply, and operational support to franchisees.
- Corporate / B2B Sales: B2B sales of coffee equipment and supplies to offices, cafes, and businesses, including Paket Buka Cafe packages for new cafe owners. Driven through sales inquiry forms and potentially dedicated account management.
- Otten Poin & Membership Programs: While not a direct revenue stream, the loyalty programs (Otten Poin and Otten Membership XP) drive customer retention, repeat purchases, and higher lifetime value. Points are earned via transactions and reviews, and redeemed as discounts.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Coffee beans - various price points |
| Unit Pricing | Pay-as-you-go | Coffee machines - broad range from home to commercial |
| Unit Pricing | Pay-as-you-go | Coffee capsules - Otten O10 Nespresso-compatible |
| Unit Pricing | Pay-as-you-go | Garage sale / discounted products |
| Unit Pricing | Pay-as-you-go | Paper filters - Buy 4 Get 2 promotion |
| Unit Pricing | Pay-as-you-go | Bundle/package sets |
| Subscription | Multi-year contract | 0% Installment (Cicilan 0%) |
Go-to-market motion5 records
Distribution channels4 records
Marketing channels13 records
Otten Coffee product offering
Product offeringCore offering
Otten Coffee is an Indonesian coffee-focused e-commerce platform and specialty retailer that sells its own-brand espresso machines, grinders, capsule systems, coffee beans, and brewing accessories, alongside being the official distributor of major international coffee equipment brands such as Hario, Fellow, Bialetto, La Marzocco, and DeLonghi. The company also operates six physical retail/showroom locations across Indonesia, a franchise/Kemitraan program, and dedicated bundle packages (Paket Buka Cafe) for new cafe operators and corporate customers.
Product overview
Otten Coffee is an Indonesian e-commerce platform and retailer specializing in coffee equipment, coffee beans, and related products. The core offering consists of Otten-branded espresso machines (including the Ottura, Retto, Noir, Core X2, and Aurum Brew Master lines), electric grinders (Caffizio and Grindio), and capsule coffee machines (O10 Opresso). The product portfolio extends to single origin and house blend coffee beans, drip coffee, Nespresso-compatible capsules, manual brewing tools, and accessories. The company operates a bundled product system offering pre-configured packages for home brewers, cafe startups, and corporate needs. Supporting services include the Otten Poin loyalty program (1 point per Rupiah spent), the Otten Membership tiered XP-based program with five levels, 0% installment payment options through 10 partnered Indonesian banks, and free shipping across Indonesia. Otten Coffee positions itself as a distributor of major international coffee equipment brands including Hario, Bialetti, Fellow, Mazzer, Mahlkonig, La Marzocco, and DeLonghi.
Differentiator
Problem solved
Functional benefit
Products and services
- Otten Noir Semi-automatic Espresso Coffee Machine A compact semi-automatic espresso machine with touch screen interface and 20 bar pressure designed for home users, listed at Rp 1,450,000.
- Otten Ottura Layar Sentuh (15 Bar Espresso Machine)
Quantifiable outcome
- 100% genuine products with 2-year warranty on electrical equipment
- +2 more outcomes
Companies that use Otten Coffee
Customer profileNamed customers4 records
Segments4 records
Ideal customer profiles4 records
Otten Coffee technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration17 records
Feature4 records
Otten Coffee partnerships and signals
Strategic signalPartnerships
16 partnerships are on record, tiered core and supporting.
- International Coffee Equipment Brands (as Official Distributor)coreOtten Coffee serves as the official distributor/importer of major international coffee equipment brands in Indonesia. Brands include Hario, Fellow, Bialetti, Mazzer, Mahlkonig, La Marzocco, DeLonghi, Wacaco, Kees van der Westen, Orchestrale, Cafelat, Ditting, HeyCafe, Flair, Hiroia, and others. This provides guaranteed authenticity, authorized warranty support, and access to exclusive products.
- Bank BCAsupportingPartner bank for 0% installment (cicilan) payment option. Customers can pay for purchases of Rp 500,000+ in 3, 6, or 12 month installments at no additional cost (bank absorbs interest).
- Bank MandirisupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Bank BRIsupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Standard Chartered BanksupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- HSBCsupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Bank OCBCsupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Bank PermatasupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Bank DanamonsupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Bank BukopinsupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Bank BNIsupportingPartner bank for 0% installment (cicilan) payment option on credit card purchases.
- Grab ExpresssupportingSame-day and instant delivery partner for Jakarta, Medan, and Bandung. Offers Instant (4-hour, max 30km), Same Day delivery options via bike and car. Supports packages up to 150kg.
- GosendsupportingSame-day and instant delivery partner for Jakarta, Bandung, and Medan. Offers Instant and Same Day delivery via motorcycle courier.
- JNEsupportingNational logistics partner offering YES (next-day), REG (2-3 days), and TRUCKING (3-7 days) delivery options. Covers deliveries throughout Indonesia.
- Lion ParcelsupportingNational logistics partner offering REG (2-3 days) and BIG PACK (3-4 days) delivery for larger shipments.
- LalamovesupportingSame-day delivery partner for Jakarta via motorcycle courier, covering distances up to 25km with max 20kg weight.
Scale indicators5 records
Recent moves6 records
Expansion highlights6 records
Otten Coffee competitors and assessment
Company assessmentDirect peers
- Tanamera Coffee: Indonesian specialty coffee roaster and retailer operating cafes plus packaged bean sales across Indonesia. Directly comparable to Otten Coffee as a domestic specialty coffee brand combining retail, online, and wholesale channels to Indonesian consumers and cafes.
- Anomali Coffee: Indonesian specialty coffee roaster and cafe operator with own-roasted beans and cafe locations across major Indonesian cities. Comparable to Otten Coffee in targeting the same premium Indonesian coffee consumer and cafe-owner segments.
- Eighteen Coffee: Indonesian specialty coffee brand operating cafes and selling beans/gear domestically. Comparable to Otten Coffee as a domestic specialty peer combining cafe and packaged coffee retail for the Indonesian market.
- Blue Tokai Coffee Roasters: India-based specialty coffee roaster and e-commerce-first retailer selling beans, capsules, and equipment online plus cafes. Comparable to Otten Coffee as an emerging-market specialty coffee e-commerce pioneer with similar bean-plus-equipment GTM.
- Pact Coffee: UK-based online-first specialty coffee retailer selling beans, capsules, and equipment via subscription and e-commerce. Comparable to Otten Coffee as an e-commerce-led specialty coffee merchant combining own-label beans with curated equipment assortment.
- Trade Coffee: US online specialty coffee retailer offering curated beans, equipment, and education content. Comparable to Otten Coffee in operating a content-and-commerce-led specialty coffee platform serving home brewers and small businesses.
Broad incumbents
- Excelso Coffee: Long-established Indonesian coffee shop chain and packaged coffee brand with national retail footprint. Comparable as a broad incumbent in the Indonesian coffee retail and cafe segment where Otten competes.
- Nespresso: Global capsule coffee system leader owned by Nestlé, controlling the Nespresso-compatible capsule standard. Comparable to Otten Coffee because Otten's O10 capsule system is positioned as a Nespresso-compatible alternative in Indonesia.
- De'Longhi: Global home espresso machine and coffee equipment brand that Otten Coffee distributes in Indonesia. Comparable as a category-defining incumbent whose products anchor Otten's retail assortment.
Regional players
- % Arabica: Japan-founded specialty coffee chain with strong presence across Asia and global flagship stores. Comparable to Otten Coffee as a specialty coffee retail/cafe operator that complements cafe expansion with branded packaged coffee.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks5 records
Key highlights6 records
Customer concentration
Otten Coffee social profiles
Digital presenceOtten Coffee financial estimates
Financial estimateRevenue estimate
Valuation estimate
Otten Coffee leadership team
Management profileNumber of profiles
Profiles3 records
Otten Coffee funding detail
Funding detailFunding overview
Funding rounds1 record
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Otten Coffee 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 Otten Coffee
What does Otten Coffee do?
Otten Coffee is an Indonesian coffee-focused e-commerce platform and specialty retailer that sells its own-brand espresso machines, grinders, capsule systems, coffee beans, and brewing accessories, alongside being the official distributor of major international coffee equipment brands such as Hario, Fellow, Bialetto, La Marzocco, and DeLonghi. The company also operates six physical retail/showroom locations across Indonesia, a franchise/Kemitraan program, and dedicated bundle packages (Paket Buka Cafe) for new cafe operators and corporate customers.
Is Otten Coffee a public or private company?
Otten Coffee is a private company. It is classified as venture growth investor backed and is currently operating.
When was Otten Coffee founded?
Otten Coffee was founded in 2012. It employs 101 to 250 people.
Where is Otten Coffee based?
Otten Coffee is headquartered in Medan, Indonesia, in the Asia region.
How does Otten Coffee make money?
Six revenue lines are on record. Product Sales - Coffee Equipment & Machines are the primary driver. The others are product Sales - Coffee Beans & Beverages, bundling & Package Sales, franchise / Kemitraan Revenue, corporate / B2B Sales and otten Poin & Membership Programs.
Who are Otten Coffee's main competitors?
Direct peers on record are Tanamera Coffee, Anomali Coffee, Eighteen Coffee, Blue Tokai Coffee Roasters, Pact Coffee and Trade Coffee. Broad incumbents are Excelso Coffee, Nespresso and De'Longhi. % Arabica is listed as a regional player.
Does Otten Coffee have an API?
No public API is recorded for Otten Coffee.
What industry is Otten Coffee in?
Otten Coffee's product category is Specialty Coffee Retail. Its primary akta.pro industry code is CRACADAC, Coffee, Espresso & Tea Appliances Retail, with a secondary code of CRADAHAH, Single-Serve Coffee (Pods, Capsules). Its NAICS code is 31192 and its SIC code is 5040.