Whole Latte Love

What Whole Latte Love does

Whole Latte Love is a US-based direct-to-consumer e-commerce retailer founded in 1997 and headquartered in the Rochester, NY area, specializing in home and prosumer espresso equipment. The company operates Shopify-based storefronts at wholelattelove.com (United States) and wholelattelove.ca (Canada), selling semi-automatic, super-automatic, prosumer, single-boiler, dual-boiler/heat exchanger, wood-accented, single-serve, commercial, and refurbished espresso machines alongside coffee makers, grinders, accessories, and proprietary coffee products. Hardware pricing spans approximately $99 for entry-level machines to $8,400 for commercial equipment (e.g., La Marzocco GS/3), with a separate refurbished channel offering up to 50% off retail.

The company carries authorized retailer relationships with a broad set of European and US brands including Gaggia, ECM, Profitec, Bezzera, Rocket Espresso, Lelit, Rancilio, JURA, Ceado, Eureka, Baratza, Mazzer, and Mahlkonig, and has more recently added emerging brands such as xBloom and Varia. Distribution is exclusively direct via owned e-commerce storefronts supported by phone sales (585-924-7170) and live chat; there is no third-party marketplace or retail footprint. The revenue model is hardware sales-led, complemented by a private-label coffee line (Crema Wave, Italian Stallion, Buzzopolis) sold individually and via a coffee subscription program, plus a custom wood accenting service for personalization.

Whole Latte Love differentiates through a human-expertise and content-led service layer: over 1,000 educational videos on the WholeLatteLoveTV YouTube channel, a structured blog (Reviews, Comparisons, Tech Tips, How To, Recipes), free CoffeeCast one-on-one video consultations, Barista Assist live setup sessions, and a comprehensive technical support library with shoppable parts diagrams. The founder, Gary Salzman, serves as CEO and President; the company is privately held, founder-owned, has not raised external funding, and operates with 51-100 employees. It has received USA Today recognition as America's Best Customer Service 2024-2026 and America's Best Online Shops 2026, and self-describes as the largest specialty espresso machine retailer in the United States.

Name

Whole Latte Love

Legal name

Whole Latte Love

Website

https://wholelattelove.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

51–100 employees

Short description

Whole Latte Love is a privately held, US-based direct-to-consumer e-commerce retailer founded in 1997 that sells home and prosumer espresso machines, grinders, coffee makers, and accessories from a broad portfolio of European and US brands, serving home baristas and coffee enthusiasts in the US and Canada.

Ownership category

akta.pro rank

Product category

Specialty Coffee Equipment Retail

NAICS

Other Specialty Food Retailers (44529)

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

akta.pro secondary industry

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Espresso machines retail
• Coffee equipment e-commerce
• Specialty coffee gear
• Home barista supplies
• Coffee maker sales

Headquarters

HQ city

Rochester

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D, Infrastructure

Revenue model

1. E-commerce retail sales: Whole Latte Love generates revenue through direct online sales of espresso machines, coffee makers, grinders, accessories, and coffee/tea products. The company offers both new and refurbished equipment, sells proprietary Whole Latte Love branded coffees, and operates a subscription model for recurring coffee deliveries. Sales occur through the company's Shopify-based e-commerce storefront.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels8 records

Core offering

Whole Latte Love is an online specialty retailer of espresso machines, coffee makers, grinders, coffee and tea, parts, and accessories, operating a U.S. storefront and a separate Canadian storefront. The company curates third-party brands alongside its own private-label coffees (Crema Wave, Italian Stallion, Buzzopolis) and provides expert pre- and post-sale support, including CoffeeCast consultations, barista training resources, and technical service.

Product overview

Whole Latte Love is an online specialty retailer founded in 1997, offering the largest selection of home and prosumer espresso machines, coffee makers, grinders, and accessories in the United States. Their product portfolio centers on espresso equipment from premium brands (Gaggia, ECM, Profitec, Bezzera, Rocket Espresso, Lelit, Rancilio, JURA, Breville) complemented by private label coffee products (Crema Wave, Italian Stallion, Buzzopolis). The company operates a multi-category structure encompassing Espresso Machines (Semi-Automatic, Super-Automatic, Prosumer, Single Boiler, Dual Boiler/Heat Exchanger variants), Coffee Makers, Grinders, Coffee & Tea, Parts & Care, and Accessories. Beyond product sales, they provide extensive customer support including Sales Support with free video consultations, Technical Support with troubleshooting guides and parts diagrams, and CoffeeCast virtual call sessions. They also offer certified refurbished machines at up to 50% off and custom wood accenting services for espresso machines.

Differentiator

Problem solved

Functional benefit

Brands

• Whole Latte Love Coffee: The company's own line of roasted coffee products including Crema Wave, Italian Stallion, and Buzzopolis blends.

Products and services

• Espresso Machines Semi-automatic, super-automatic, manual, and capsule espresso machines from third-party brands, curated for home baristas and small-office users.
• Coffee Makers Drip, pour-over, and specialty coffee makers designed for home and small-office brewing.
• Coffee and Espresso Grinders Burr and blade grinders sized and rated for espresso through drip brewing applications.
• Coffee & Tea Whole bean, ground, capsule, and loose-leaf coffee and tea products including Whole Latte Love private-label coffees (Crema Wave, Italian Stallion, Buzzopolis) and subscription options.
• Parts & Care Replacement parts, cleaning supplies, descalers, water filters, and maintenance products for espresso and coffee equipment.
• Accessories Tamper sets, milk frothing pitchers, scales, knock boxes, cups, and other barista accessories for home users.
• Refurbished Machines & Grinders Certified pre-owned and refurbished espresso machines and grinders sold at up to 50% off MSRP.
• Custom Wood Accenting In-house customization service that adds handcrafted wood accents to espresso machines and grinders.
• CoffeeCast Consultations Live virtual consultation sessions with Whole Latte Love experts that help customers select equipment based on their needs and budget.
• Barista Assist Training Online and in-person barista training program covering espresso preparation, milk steaming, latte art, and equipment operation.

Quantifiable outcome

• 20K+ customer reviews posted on the website, demonstrating high customer engagement and satisfaction.
• +3 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

29 partnerships are on record, tiered core and minor.

• GaggiacoreChannel Partner/ Reseller/ DistributorGaggia is one of Whole Latte Love's top-selling espresso machine brands. The company runs dedicated Gaggia promotional sales (Gaggia Summer Sale) and offers exclusive bundle pricing on Gaggia machines including the Classic GT, Classic Pro E24, Classic UP, Magenta Prestige, Cadorna Milk, Anima Prestige, Accademia, and Carezza De LUXE. Gaggia is an iconic Italian brand crafting high-quality espresso machines since 1938.
• ECM (Esspresso Coffee Machines)coreChannel Partner/ Reseller/ DistributorECM is a German brand specializing in premium espresso machines and grinders. Whole Latte Love is an authorized retailer for ECM products including the Synchronika II, Classika PID, Mechanika Slim PID, Puristika, and S-Automatik grinder. The company offers pre-orders for new ECM releases like the Technika VI.
• ProfiteccoreChannel Partner/ Reseller/ DistributorProfitec GmbH was founded in 1985 and specializes in marketing Italian espresso machines in Germany. Whole Latte Love carries the full range of Profitec products including Pro 400, Pro 800, GO, MOVE, Drive, RIDE, JUMP, and Mara X3 espresso machines.
• BezzeracoreChannel Partner/ Reseller/ DistributorBezzera produces professional and semi-professional espresso machines, exporting to approximately 50 countries. The company offers Bezzera machines including Aria PID, LUCE S, DUO DE, NINI DE, NINI PM, SOLE, New Hobby, and Unica across various configurations.
• EurekacoreChannel Partner/ Reseller/ DistributorEureka has continually strived to produce grinders featuring the most recent technological advancements. Whole Latte Love runs promotional sales on Eureka products including the Independence Day Sale. Carried models include Mignon series (Zero 55s, Specialita, Facile, Speedy 65), Oro Mignon Single Dose Pro, and Silenzio 55.
• Rocket EspressocoreChannel Partner/ Reseller/ DistributorRocket Espresso is carried as a top espresso machine brand. Products include Appartamento Serie Nera, Appartamento 2.0, Mozzafiato FAST R/V, Giotto FAST R/V, Bicocca, and Technika VI (available for pre-order).
• CeadocoreChannel Partner/ Reseller/ DistributorCeado is a 100% Italian company serving over 70 countries worldwide. Products include the E37J Electronic Espresso Grinder and Life X Touch Coffee Grinder.
• JURAcoreChannel Partner/ Reseller/ DistributorJURA is a Swiss manufacturer of premium home espresso machines founded in 1908, focused on innovative technology. Products include C9 Super-Automatic, C3 Super-Automatic, and ENA 8 (refurbished).
• LelitcoreChannel Partner/ Reseller/ DistributorLelit was founded in Baitella, Italy in the 1980s and initially specialized in ironing systems before expanding to espresso machines. Carried products include Mara X3, Mara X Heat Exchanger, Bianca V3, Elizabeth, Anita, and Anna espresso machines.
• BaratzaminorChannel Partner/ Reseller/ DistributorBaratza is listed as a top grinder brand available through Whole Latte Love, offering consumer and prosumer coffee grinders.
• VariaminorChannel Partner/ Reseller/ DistributorVaria was founded by entrepreneur and product designer Ramsey Gyde. Products include VS4 Grinder (an award winner on the site), FLO Dripper, AKU PRO Scale, AURA Smart Kettle, and accessory products.
• RanciliocoreChannel Partner/ Reseller/ DistributorRancilio brought their passion for espresso to fruition in 1927. Products include Silvia Espresso Machine, Silvia Pro X Dual Boiler, and related accessories. The Silvia is a perennial bestseller with 403 reviews.
• FellowminorChannel Partner/ Reseller/ DistributorFellow products include Espresso Series 1, Barista Express Impress, Espresso Guided Tamper, 58mm Magnetic Dosing Funnel, Tamping Mat, and Aiden Precision Coffee Maker.
• LavazzaminorChannel Partner/ Reseller/ DistributorLavazza is listed as a top coffee brand available through Whole Latte Love alongside illy, Caffe Carraro, Maromas, Filicori Zecchini, and the company's own Whole Latte Love coffee line.
• Quick MillminorChannel Partner/ Reseller/ DistributorQuick Mill is known internationally for specialized production of coffee machines. Products include Vetrano 2B Evo Dual Boiler and Pippa Semi-Automatic.
• MazzerminorChannel Partner/ Reseller/ DistributorMazzer is listed as a top grinder brand, known for commercial and prosumer espresso grinders.
• BWT (water+more)minorChannel Partner/ Reseller/ DistributorBWT (water+more) is a top accessory brand carried by Whole Latte Love, specializing in water filtration systems for espresso machines. Featured in the support blog for maintaining optimal water quality.
• xBloomminorChannel Partner/ Reseller/ DistributorxBloom is a precision coffee equipment brand. Products include xBloom Original (Pour-Over Coffee Maker, $799) and xBloom Studio (available open box at $299). The company is running a giveaway for the xBloom Studio Midnight Black.
• SolisminorChannel Partner/ Reseller/ DistributorSolis is a Swiss manufacturer of premium home espresso machines founded in 1908. Products include Barista Perfetta Plus and Grind and Infuse Perfetta.
• La MarzoccominorChannel Partner/ Reseller/ DistributorLa Marzocco is a premium commercial espresso machine brand. Products include the GS/3 1 Group Auto Espresso Machine at $8,400.
• Stone EspressominorChannel Partner/ Reseller/ DistributorStone Espresso launched as a sub-brand of Rocket Espresso, offering super compact espresso machines. The Stone Lite is currently on promotion with 10% off.
• EtzingerminorChannel Partner/ Reseller/ DistributorEtzinger products include etzMAX LM, etzMAX LT, etzMAX X Commercial Espresso Grinder, Filter Cone Kit, and Bean Hopper, ranging from $85 to $2,999.
• illyminorChannel Partner/ Reseller/ Distributorilly is listed as a top coffee brand alongside Lavazza, Caffe Carraro, Maromas, Filicori Zecchini, and Whole Latte Love's own coffee line.
• MahlkonigminorChannel Partner/ Reseller/ DistributorMahlkonig was founded in Hamburg in 1924 as a family business making electric motors and has become a leading grinder brand. Listed as a top grinder brand.
• LX ItaliaminorChannel Partner/ Reseller/ DistributorLX Italia features grinding technology from Conti Valerio Srl and manufactures luxury espresso grinders. Whole Latte Love provides technical support for LX Italia products.
• ExpobarminorChannel Partner/ Reseller/ DistributorOver its 20 years in the industry, Expobar became known for product reliability. Now available through Whole Latte Love support by brand.
• CremminorChannel Partner/ Reseller/ DistributorCrem is the modern reimagining of the legendary Expobar brand of prosumer espresso machines. Products include Crem ONE PROFILER Dual Boiler Espresso Machine.
• La SpazialeminorChannel Partner/ Reseller/ DistributorLa Spaziale is a premium Italian espresso machine brand. Products include S1 Mini Vivaldi II.
• Whole Latte Love (Proprietary Coffee Line)coreOthersWhole Latte Love develops and sells its own proprietary coffee products including Crema Wave (whole bean espresso, $23.99, 789 reviews), Crema Wave Decaf ($20), Italian Stallion ($29.99, 6 reviews), and Buzzopolis. These are featured prominently on the homepage and in the coffee subscription program.

Scale indicators5 records

Recent moves1 record

Expansion highlights6 records

Direct peers

• Seattle Coffee Gear: Seattle Coffee Gear is a leading US online specialty retailer of espresso machines, grinders, and coffee equipment, directly competing with Whole Latte Love in the same home-barista segment with a comparable curated multi-brand model and content-led positioning.
• Clive Coffee: Clive Coffee is an online specialty espresso equipment retailer focused on premium home and prosumer machines, competing head-to-head with Whole Latte Love for high-end prosumer customers with a similar curated multi-brand catalog.
• Prima Coffee Equipment: Prima Coffee Equipment is a US online specialty retailer of espresso machines, grinders, and related coffee gear, operating a comparable curated multi-brand model and home-barista focus to Whole Latte Love.
• 1st-line Equipment: 1st-line Equipment is a US-based online retailer of espresso machines and grinders focused on premium European brands, directly overlapping with Whole Latte Love's curation of Italian and German prosumer equipment.
• Espresso Parts: Espresso Parts is a US specialty retailer and parts supplier for espresso equipment, directly overlapping with Whole Latte Love's parts, accessories, and machine categories and serving a similar home-barista and small-commercial customer base.
• Chris' Coffee Service: Chris' Coffee Service is a long-standing US online retailer specializing in espresso machines and grinders, offering a comparable multi-brand catalog and customer base to Whole Latte Love in the home and prosumer segment.

Broad incumbents

• Amazon: Amazon is the dominant US mass e-commerce marketplace and carries a wide range of espresso machines, grinders, and accessories, competing with Whole Latte Love primarily on entry-level and mid-range products where price and shipping speed dominate.
• Williams Sonoma: Williams Sonoma operates premium kitchen and home retail (including Williams Sonoma, Sur La Table, and West Elm) with growing espresso and coffee equipment offerings that overlap with Whole Latte Love's mid-range to premium segment.
• Breville: Breville is a major kitchen appliance manufacturer that sells espresso machines directly through breville.com and through major retailers, competing with Whole Latte Love's branded equipment selection including the popular Barista Express line.
• La Marzocco: La Marzocco is a premium Italian espresso machine manufacturer with a growing direct-to-consumer home line (including the GS/3, which Whole Latte Love also carries), making it both a key supplier and an emerging vertical competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/wholelattelovetv
• Facebookfacebook.com/WholeLatteLoveOnline
• Instagraminstagram.com/wholelattelove
• Pinterestpinterest.com/wholelattelove
• Xx.com/wholelattelove

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Whole Latte Love