Simon Lévelt

What Simon Lévelt does

Simon Lévelt B.V. is a Dutch privately held specialty coffee and tea retailer founded in 1826 and headquartered in Haarlem, currently in its sixth generation of family ownership (led by director Mikkel Levelt and co-director Bert Jongsma). The company operates its own coffee roastery and tea packing facility in Haarlem, where Q-grader Sandra leads in-house cupping, blending, roasting profile development, and flavor refinement; production is daily, with coffee ground to order just before shipping or in-store hand-out. The product portfolio spans more than 25 coffee varieties (single origins, blends, decaffeinated using CO2 extraction, capsules/pads) and more than 150 loose-leaf teas, complemented by 500+ non-coffee/tea articles including equipment and accessories from brands such as JURA, Moccamaster, Sage, Baratza, Hario, Bialetti, and Motta.

Revenue mechanics come from five streams: (i) direct retail and wholesale supply to a network of 40+ specialty stores (mix of company-owned and franchised) in the Netherlands and Belgium; (ii) franchise fees; (iii) direct-to-consumer e-commerce (simonlevelt.nl) with same-day dispatch for orders before 12:00 weekdays and free shipping from €50; (iv) B2B office supply starting at 7 cents per cup; and (v) corporate Christmas gift packages plus physical and digital gift cards (€10-€150). Distribution extends beyond owned/franchised stores into third-party retail: Albert Heijn (exclusive Single Region Specialty Coffee line), Jumbo (Masterblends), Spar, Plus, Coop, online supermarkets Picnic and Crisp, and natural food retailers Ekoplaza and Odin.

The company serves three primary customer segments — premium/lifestyle consumers who value organic certification and craft quality, B2B/commercial offices seeking single-supplier convenience, and prospective franchisees — and differentiates through a strict 100% organic certification across the full assortment, deep product breadth, and nearly 200 years of brand heritage including the De Ster trademark registered in 1886. In 2026 the company is running a jubilee campaign marking its 200th anniversary.

Name

Simon Lévelt

Legal name

Simon Lévelt B.V.

Website

https://simonlevelt.nl

Company type

Private

Founded year

1826

Operating status

Operating

Headcount range

1–10 employees

Short description

Simon Lévelt is a Dutch sixth-generation family-owned specialty retailer of 100% organic coffee and tea, founded in 1826, operating an in-house roastery in Haarlem, 40+ specialty stores across the Netherlands and Belgium, plus wholesale, e-commerce, and B2B office supply channels.

Ownership category

akta.pro rank

Product category

Specialty Coffee and Tea

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

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

akta.pro secondary industries

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ), Coffee & Tea Service Supplies Wholesale (AFAIALAH)

Keywords

• Specialty coffee retail
• Organic tea blending
• Coffee roasting wholesale
• Coffee equipment sales
• Specialty grocery stores

Headquarters

HQ city

Arnhem

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Supply Chain, Marketing or Sales, Infrastructure

Revenue model

1. Direct retail sales (speciaalzaken): Simon Lévelt operates 40+ specialty stores in the Netherlands and Belgium under a franchise model. Stores sell premium organic coffee, tea, and accessories directly to consumers. Revenues generated from in-store and online consumer purchases.
2. B2B commercial / office supply: Commercial supply of premium biological coffee and tea to businesses (offices, catering). Pricing starts from 7 cents per cup. Simon Lévelt acts as a single supplier for all coffee, tea, and accessories for business customers.
3. Franchise fees: Simon Lévelt operates as a franchisor, with franchisenemers running specialty stores. Franchise fees represent a revenue stream from franchisee operators.
4. Retail distribution (third-party supermarkets): Products sold through third-party retail channels including Albert Heijn (exclusive Single Region line), Jumbo (Masterblends), Spar, Plus, Coop, Picnic, Crisp, Ekoplaza, and Odin. Revenue from wholesale/distributor sales to these retailers.
5. Corporate gift packages and gift cards: Simon Lévelt sells business Christmas packages and gift cards. Gift cards range from €10 to €150 and are redeemable in all specialty stores and online. Customized corporate gift packages are also offered.

Pricing tiers

Go-to-market motion2 records

Distribution channels9 records

Marketing channels6 records

Core offering

Simon Lévelt roasts, blends, and packages 100% organically certified premium coffee and tea in its own Haarlem facility and sells the full assortment (25+ coffees, 150+ teas, coffee machines, accessories, gift packages, and corporate gifts) through a network of specialty stores, its own e-commerce site, supermarkets, and a B2B office supply service.

Product overview

Simon Lévelt is a Dutch premium biological coffee and tea specialty retailer founded in 1826, operating from Haarlem. Its product portfolio is a multi-category assortment anchored by its own roasted coffee and blended tea. The core offering consists of more than 25 coffee varieties (whole beans and ground) and over 150 loose-leaf teas, including specialty single origins (e.g., Guji Highlands from Ethiopia), decaf lines, and the Single Region Specialty Coffee sub-brand exclusive to Albert Heijn. Supporting this core are complementary product lines: capsules and pads, a full range of coffee machines (fully automatic, semi-automatic, filter makers, grinders, milk frothers, moka pots, and cafetières) featuring brands such as JURA, Moccamaster, Sage, and Hario; barista tools and maintenance supplies; and seasonal/lifestyle sub-brands including the 200th anniversary Jubilee Collection. Tea is complemented by iced tea recipes and a dedicated matcha line. Simon Lévelt also provides B2B ordering services, corporate Christmas packages, gift cards, and operates 40+ physical specialty stores across the Netherlands and Belgium. The company differentiates through its own roastery and tea packing facility in Haarlem, on-site cupping/quality control by its Q-grader, and direct sourcing from origin.

Differentiator

Problem solved

Functional benefit

Products and services

• Premium Biological Coffee Beans (Koffiebonen) More than 25 varieties of 100% organic, specialty-grade whole bean coffee, daily roasted in Simon Lévelt's own roastery in Haarlem, including single origins and signature blends such as Vito, Beneficio, Van Het Huis Medium, Mocha Java, and Guji Highlands.
• Fresh Ground Coffee (Versgemalen Koffie) Coffee ground to order — beans are ground just before shipping or at the point of in-store sale, ensuring maximum freshness and aroma.
• Coffee Capsules and Pads (Capsules & Pads) Simon Lévelt-branded aluminum coffee capsules and pads for compatible single-serve brewing systems, produced in multiple varieties alongside the bean and ground coffee lines.
• Premium Biological Loose Leaf Tea (Losse Thee) More than 150 varieties of loose-leaf 100% organic tea including green, black, white, oolong, rooibos, herbal, fruit, and matcha ranges, blended and packed in Haarlem.
• Tea Bags (Theezakjes) Pre-packaged biological tea bags offering a convenient alternative to the loose-leaf range, covering multiple varieties across the assortment.
• Matcha Tea (Matcha Thee) Biological matcha tea featured in the tea assortment and used in signature recipes such as Iced Matcha Latte and Matcha Madeleines.
• Decaffeinated Coffee and Tea (Cafeïnvrije Koffie en Thee) Premium biological decaffeinated coffee and theine-free tea processed using the critical carbon dioxide method, preserving full flavor with less than 0.4% theine/caffeine content.
• Single Region Specialty Coffee A line of biological single-origin specialty coffees selected by Simon Lévelt's own experts and distributed exclusively at Albert Heijn supermarkets in the Netherlands, including Limu (Ethiopia), Tolima (Colombia), Minas Gerais (Brazil), and a Honduran Sapphire Low Caffeine variant.
• Jubileumselectie (200th Anniversary Collection) Limited edition product collection commemorating Simon Lévelt's 200th anniversary (2026 jubilee), featuring exclusive anniversary teas, special roasts, and chocolates with dedicated limited-edition packaging.
• Coffee Machines (Volautomaten, Halfautomaten, Filterapparaten) Range of fully automatic, semi-automatic, and filter coffee makers for home and office brewing, including premium brands such as Moccamaster, Sage, and JURA.
• JURA Premium Fully Automatic Espresso Machines Swiss-engineered premium fully automatic espresso machines sold exclusively in the Netherlands through Simon Lévelt, featuring Hot Brew, Light Brew, Cold Brew, and Sweet Foam technologies, P.E.P. extraction, Product Recognising Grinder (P.R.G.), and Intelligent Water System (I.W.S.).
• Coffee Accessories and Barista Tools Electric and manual coffee grinders (Ascaso, Baratza, Cloer, Hario, Zassenhaus), milk frothers (Aerolatte, Bialetti, Gastroback, Sage, JURA), moka pots (Bialetti, Cloer, Cilio), cafetières / French press, barista tools (tampers, milk pitchers, timers, thermometers, knock boxes from Motta, Joe Frex), and coffee machine maintenance supplies (cleaning tablets, descaling tablets, water filters).
• Gift Cards (Cadeaukaarten) Physical gift cards available in denominations of €10, €15, €25, €40, €50, and €100, and digital e-giftcards loadable from €10 to €150, redeemable in all specialty stores and online. Custom branding available for corporate e-giftcards.
• Gift Packages (Cadeaupakketten) Curated gift packages and bundles of coffee, tea, and accessories, including customizable corporate gift packages, available at specialty stores and online.
• Corporate Christmas Packages (Zakelijke Kerstpakketten) Business-focused holiday gift packages filled with premium biological coffee and tea, available as ready-made or custom-assembled options for corporate gifting.
• B2B Office Coffee and Tea Service (Zakelijk Bestellen) Recurring business-to-business ordering service supplying premium biological coffee and tea to offices, catering, and professional environments, with online ordering, favorites list, invoice download, and pricing from 7 cents per cup. Simon Lévelt acts as a single supplier for all coffee, tea, and accessories.
• Specialty Coffee and Tea Stores (Speciaalzaken) More than 40 physical specialty stores across the Netherlands and Belgium offering the full assortment, in-store tastings, expert advice, and a premium retail experience, operated either directly by Simon Lévelt or under franchise by independent owners.

Named customers7 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

Feature2 records

Partnerships

Four partnerships are on record, tiered core and major.

• Koffiecapsule Recycling NederlandcoreStrategic or Co-development PartnerSimon Lévelt is part of Koffiecapsule Recycling Nederland, a unique collaboration with branch association Koffie & Thee Nederland and nine other coffee companies (Nespresso, Illy, Ahold Delhaize Coffee Company, Beyers Koffie, CAPPAC, Jacobs Douwe Egberts, Nestlé, Euro Caps, UCC Coffee Benelux). The consortium makes recycling aluminum and plastic coffee capsules easier, advancing circular economy in the coffee capsule category.
• Albert HeijncoreChannel Partner/ Reseller/ DistributorAlbert Heijn serves as the exclusive retail partner for Simon Lévelt's Single Region Specialty Coffee line (Limu/Ethiopia, Tolima/Colombia, Minas Gerais/Brazil) and the Honduran Sapphire Low Caffeine product. This flagship partnership brings premium biological specialty coffee to Albert Heijn's mass-market consumer base.
• JumbomajorChannel Partner/ Reseller/ DistributorSimon Lévelt launched its Masterblends coffee bean range at Jumbo supermarkets, marking a significant retail distribution expansion. The launch was covered in retail and food trade press.
• JURAcoreTechnology or IntegrationSimon Lévelt is the exclusive retailer of JURA premium fully automatic espresso machines in the Netherlands. JURA, the only brand in the world focused exclusively on premium fully automatic coffee machines, provides Simon Lévelt with a premium appliance category that complements its coffee and tea offering. JURA's products feature Swiss innovations including the Product Recognising Grinder (P.R.G.), P.E.P. extraction process, and Intelligent Water System (I.W.S.).

Scale indicators4 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• Beyers Koffie: Belgian-Dutch premium coffee roaster with deep Benelux heritage, offering office coffee services and retail coffee products. Directly comparable to Simon Lévelt as a regional specialty roaster competing for the same premium B2B and retail customers.
• Peeze Koffie: Dutch specialty coffee roaster with sustainability and organic credentials, supplying offices and retail across the Netherlands. Closely comparable to Simon Lévelt in target customer (premium organic segment), B2B + DTC model, and Dutch market focus.
• Illy: Italian premium specialty coffee brand with broad retail and foodservice distribution across Europe. Comparable to Simon Lévelt in premium positioning, specialty-grade quality, and multi-channel (retail + foodservice) go-to-market, but at global rather than regional scale.
• TeeGschwendner: German specialty tea retailer with its own specialty stores, e-commerce, and premium loose-leaf assortment. Directly comparable to Simon Lévelt's tea business in specialty store concept, curated premium assortment, and DACH-region specialty retail positioning.

Broad incumbents

• Lavazza: Italy's largest coffee company with a broad portfolio spanning mass-market and premium tiers. Comparable as a competitor for premium coffee shelf space and out-of-home coffee occasions in Western Europe, but operates at much greater scale and broader price positioning than Simon Lévelt.
• Jacobs Douwe Egberts: Dutch-headquartered global coffee and tea major (Douwe Egberts, Jacobs, Senseo, L'OR, Pickwick). Overlaps with Simon Lévelt in tea (Pickwick) and Dutch retail coffee, but competes from a mass-market and private-label position rather than the specialty-organic niche.
• Segafredo Zanetti: Italian coffee major with strong retail and foodservice presence across Europe. Comparable to Simon Lévelt as a multi-channel espresso and roast brand, but at broader price tiers and significantly larger scale.
• Nespresso (Nestlé): Global premium capsule coffee platform with proprietary machines and extensive retail boutique network. Comparable to Simon Lévelt in the premium coffee and capsule space, but operates at vastly greater scale with a closed machine-platform ecosystem that limits Simon Lévelt's ability to compete head-on.

Emerging players

• Van Vliet Koffie: Dutch specialty coffee roaster focused on B2B office supply and sustainable sourcing. Comparable to Simon Lévelt's B2B zakelijk business in customer profile and channel, though smaller in scale and lacking Simon Lévelt's retail store footprint.

Others

• Moccamaster: Dutch premium hand-built filter coffee maker brand whose products are sold by Simon Lévelt in its specialty stores. Relevant as an ecosystem participant in Dutch premium coffee equipment, comparable as a fellow Dutch specialty coffee-adjacent brand but not a direct competitor.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/Simon_Levelt_N
• Facebookfacebook.com/SimonLevelt

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 records

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 Simon Lévelt