Devocion
Devoción is a Brooklyn-based specialty coffee roaster, founded in 2006, that sources single-origin Colombian beans directly, dry-mills them in Bogotá, and roasts in Brooklyn for delivery within 10 days of harvest to DTC consumers, NYC café visitors at six locations, and B2B wholesale partners.
- Company typePrivate
- Founded2006
- HeadquartersBrooklyn, United States
- Headcount51–100
- GTM typeB2B and B2C
- OfferingHardware or Manufacturing
What Devocion does
Devoción is a specialty coffee company founded in 2006 by Colombian-born entrepreneur Steven Sutton and headquartered in Brooklyn, New York. The company sources green coffee directly from farms throughout Colombia during active harvest, dry-mills the beans at its own facility in Bogotá, and air-freights them to its Brooklyn roastery for roast-to-order fulfillment — achieving a 10-day origin-to-cup window versus an industry norm of 6-12 months. Its core product line consists of seven year-round house blends (TORO, HONEY, WILD FOREST, EL SOL, SOMBRA, CITRUS, plus DECAF and MITI MITI half-caff) priced at $25.25 per 12oz bag, complemented by limited-edition single-estate microlots ranging from $28 to $78.25 per 12oz.
The business runs a multi-channel revenue model: direct-to-consumer e-commerce with a recurring subscription program (1-8 week delivery cadences, free shipping), six owned-and-operated cafés across Manhattan and Brooklyn (Williamsburg flagship with training lab, Downtown Brooklyn, DUMBO, NoMad, Flatiron, Midtown) that function as brand experience and education centers, and a B2B wholesale program supplying cafés, restaurants, hotels, offices, and events. Named wholesale customers include Eleven Madison Park (fine-dining restaurant program) and LinkedIn (corporate office coffee program with on-site activations). Ancillary revenue comes from hands-on coffee education classes (Espresso Basics, Latte Art, Pour Over Fundamentals) and branded ancillary SKUs such as Flor de Monte coffee-blossom honey, Té Negro single-origin tea, HÅKAN dark-chocolate espresso beans, and a Konkretus concrete mug. The company holds B Corp certification, runs all cafés on 100% renewable energy via a partnership with David Energy, and offers carbon offsetting at checkout via Acorn Rabobank tied to Colombian agroforestry projects.
Devoción is privately held with no disclosed institutional investment, has 11-50 employees, operates its own dry-milling, roasting, and retail infrastructure across both Colombia and the United States, and pursues a vertically-integrated model that controls every step from farm sourcing through to in-café service.
Devocion firmographics
Firmographics- Name
- Devocion
- Legal name
- Devocion
- Website
- https://devocion.com
- Company type
- Private
- Founded year
- 2006
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Devoción is a Brooklyn-based specialty coffee roaster, founded in 2006, that sources single-origin Colombian beans directly, dry-mills them in Bogotá, and roasts in Brooklyn for delivery within 10 days of harvest to DTC consumers, NYC café visitors at six locations, and B2B wholesale partners.
- Ownership category
- akta.pro rank
Devocion industry classification
Industry- Product category
- Specialty Coffee
- NAICS
- Coffee and Tea Manufacturing (311920), Beverage Manufacturing (3121)
- SIC
- Beverages (2080), Retail-Eating & Drinking Places (5810)
- akta.pro primary industry
- Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)
- akta.pro secondary industries
- Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG), DTC Beverage Delivery (Alcoholic & Non-Alcoholic) (AFAIANAK), Tea, Coffee & Cocoa Farming (Beverage Specialty Crops) (AFAGAGAG)
Keywords
Where Devocion is headquartered
LocationHeadquarters
- HQ city
- Brooklyn
- HQ country
- United States
- HQ region
- North America
Offices7 records
Markets served
Devocion business model
Business model- GTM type
- B2B and B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Infrastructure, Marketing or Sales, Technology or R&D
Revenue model
- Direct Coffee Sales: One-time and subscription purchases of whole bean and ground coffee through e-commerce. House blends priced at $25.25 per 12oz with bulk discounts available. Subscription model provides recurring revenue with free shipping benefits.
- Café Retail: Six café locations in NYC serving espresso drinks, pour overs, cold brew, teas, and pastries. Additional revenue from take-away coffee boxes and café merchandise.
- Wholesale Program: B2B coffee programs for cafés, restaurants, hotels, offices, and events. Includes equipment sales, staff training, and ongoing coffee supply. Preferred discounts on equipment brands including La Marzocco, Victoria Arduino, and Mahlkönig.
- Coffee Classes: Hands-on coffee education workshops in Brooklyn training lab. Classes include Espresso Basics (3-hour intensive), Latte Art (2-hour workshop), and Pour Over Fundamentals (2-hour class). Booked through Eventbrite.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | House Blends - 12oz single bag |
| Unit Pricing | Pay-as-you-go | House Blends - 5lb bulk bag |
| Subscription | Monthly | Coffee Subscription |
| Unit Pricing | Pay-as-you-go | Limited Edition Coffees |
| Subscription | Monthly | Women in Coffee Subscription |
| Subscription | Multi-year contract | 6-Month Gift Subscription |
| Subscription | Multi-year contract | 3-Month Gift Subscription |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels8 records
Devocion product offering
Product offeringCore offering
Devocion is a Brooklyn-based specialty coffee roaster and retailer that sources single-origin Colombian beans directly from farms during active harvest, dry-mills them at its Bogota facility, and roasts to order in Brooklyn for delivery to U.S. customers within approximately 10 days of origin. The company sells whole-bean and ground coffee through its own e-commerce site (including subscriptions and gift subscriptions), operates six retail cafés across New York City, and runs a wholesale program serving restaurants, hotels, offices, and events with coffee, equipment support, and staff training.
Product overview
Devocion is a specialty coffee company offering farm-fresh Colombian coffee delivered within 10 days of origin. The product portfolio centers on six signature house blends (TORO, HONEY, WILD FOREST, EL SOL, SOMBRA, CITRUS) plus DECAF and half-caff (MITI MITI) variants, all priced at $25.25 per 12oz. The company operates a subscription program offering rotating selections and specialty series, limited-edition single-estate microlots ($28-$78.25), curated coffee bundles, and six physical NYC cafés with full beverage menus. Supporting offerings include a wholesale B2B program, coffee education classes, merchandise (mugs, honey, tea, chocolate-covered beans), an affiliate ambassador program, a loyalty rewards program, brew guides, and sustainability initiatives including B Corp certification and carbon offsetting partnerships.
Differentiator
Problem solved
Functional benefit
Brands
- Women in Coffee: A subscription series featuring single-estate coffees sourced from independent female farmers around Colombia to highlight extraordinary coffees produced by women in a traditionally male dominated industry.
Products and services
- House Blends (TORO, HONEY, WILD FOREST, EL SOL, SOMBRA, CITRUS) Signature year-round house blends of farm-fresh Colombian coffee roasted in Brooklyn and delivered within ~10 days of origin. Available as whole bean or ground (Aeropress, Espresso, Chemex, Cold Brew, Pour Over, French Press, Moka Pot, Auto Drip) in 12oz and bulk sizes, priced at $25.25 per 12oz. Intended for specialty coffee drinkers who brew at home and value freshness and transparency.
- DECAF House Blend 100% Colombian decaf coffee decaffeinated via a sugarcane EA (ethyl acetate) process with no chemicals. Priced at $25.25 per 12oz and available in whole bean and multiple grind options for consumers seeking caffeine-free specialty coffee.
- Miti Miti Half Caff Half-caffeine house blend combining 50% decaf (molasses-based, chemical-free decaffeination) and 50% caffeinated beans from active-harvest regions in Colombia. Designed for consumers who want to drink coffee in the afternoon without sleep disruption. Priced at $25.25 per 12oz.
- Limited Edition Coffees Single-estate microlot coffees from innovating Colombian farms, including Verano Blend, Gesha Las Flores, La Libby Women in Coffee, Striped Borbón Wilton Benitez, and Red Barrel. Prices range from $28 to $78.25 per bag. Targeted at collectors and enthusiasts seeking rare, traceable lots.
- Coffee Subscription Series Recurring coffee delivery subscription program offering farm-fresh Colombian coffee with free U.S. express shipping. Includes Roaster's Pick (rotating selection), Women in Coffee (rotating single-estate coffees from female producers at $28/12oz), and prepaid gift subscriptions in 3-month ($75.75) and 6-month ($151.50) terms. Delivery frequencies range from every 1 to 8 weeks, with skip, edit, and cancel options.
- Coffee Bundles Curated multi-bag bundles pairing favorite coffees for gifting with savings. Includes Cold Brew Bundle (3x12oz for $72.10), House Blend Bundle (4x12oz for $95.45), Espresso Blend Bundle (3x12oz), and Pour Over Bundle (3x12oz for $75.50). Targeted at gift purchasers and method-curious home brewers.
Quantifiable outcome
- Coffee delivered from origin to cup in as fast as 10 days
- +2 more outcomes
Companies that use Devocion
Customer profileNamed customers2 records
Segments4 records
Ideal customer profiles3 records
Devocion technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration3 records
Feature1 record
Devocion partnerships and signals
Strategic signalPartnerships
Twelve partnerships are on record, tiered core and minor.
- La MarzoccocoreEquipment brand partner for wholesale program. Preferred discounts offered to wholesale partners on La Marzocco espresso machines. Industry-leading professional espresso equipment.
- Victoria ArduinocoreEquipment brand partner for wholesale program. Preferred discounts offered to wholesale partners on Victoria Arduino espresso machines.
- MahlkönigcoreEquipment brand partner for wholesale program. Preferred discounts on Mahlkönig grinders for wholesale partners.
- Acorn RabobankminorCarbon offsetting partnership. Customers can offset their order's carbon footprint at checkout, with Devoción matching donations. Supports agroforestry projects in Colombia capturing carbon, promoting sustainable farming, and empowering smallholder coffee producers.
- David EnergyminorRenewable energy partnership powering all Devoción coffee shops with 100% renewable energy. Supports company's commitment to decarbonizing retail spaces and Science Based Targets (SBTi).
- South Bronx UnitedminorNonprofit partnership using soccer as vehicle for social change. Four-year partnership supporting youth in South Bronx community through Coffee Fellowship program.
- Cumbres (Colombian NGO)minorPartnership for páramos restoration in Sumapaz region near Bogotá. Native tree planting initiative as part of Earth Day 2024 and ongoing sustainability projects.
- Bauen ProjectminorPartnership for native ecosystem restoration in Pasca, Cundinamarca, Colombia. Planted 428 native trees as part of Earth Day 2024 initiative.
- Bushwick TeasminorCollaboration for Té Negro single-origin Colombian black tea product. Tea sourced from western Andes mountains in village of Bitaco, La Cumbre, Colombia.
- Honey DaddyminorCollaboration for Flor de Monte coffee blossom honey. Sourced from local beekeeping communities in Tolima, Colombia—same region as Red Barrel coffee.
- HÅKAN ChocolatierminorCollaboration for dark chocolate covered espresso beans. Beacon, NY-based chocolatier producing 62% dark chocolate covering Devoción's Toro coffee beans.
- KonkretusminorColombian design studio collaboration for limited-edition concrete mug. Hand-poured using K2 composite concrete for resistant, sturdy build.
Scale indicators5 records
Recent moves6 records
Expansion highlights4 records
Devocion competitors and assessment
Company assessmentRegional players
- Toby's Estate: Brooklyn-headquartered specialty roaster with cafés and wholesale accounts across NYC, Sydney, and Seoul. Comparable NYC café footprint and wholesale/coffee-bar partner program.
Direct peers
- Sey Coffee: NYC specialty coffee roaster with a Brooklyn café and farm-direct sourcing/transparency narrative. Closely comparable in direct-trade storytelling and NYC positioning.
- Joe Coffee Company: NYC specialty coffee company with multiple Manhattan/Brooklyn locations and a strong wholesale café program. Head-to-head café competition in the same neighborhoods as Devocion.
- Verve Coffee Roasters: Santa Cruz/LA specialty coffee roaster with cafés and farm-direct sourcing. Comparable microlot/limited-edition storytelling, premium pricing, and design-led retail presence.
- Counter Culture Coffee: Specialty coffee roaster and certified B Corp with education programs (espresso/latte art classes) and direct-trade sourcing — closely aligned with Devocion's B Corp-certified, training-led, direct-sourcing identity.
- Intelligentsia Coffee: Chicago-founded specialty coffee roaster with cafés in Chicago/LA/NY and a strong direct-trade/wholesale program. Comparable signature-blend craftsmanship and B2B café partnerships.
- Stumptown Coffee Roasters: Portland-origin specialty coffee roaster with cafés, wholesale, and DTC subscription. Owned by Peet's/LCatteron. Devocion's most direct competitor in the specialty roaster + café + wholesale model with comparable premium positioning.
- La Colombe Coffee Roasters: Specialty roaster with cafés in NYC, Philadelphia, and Chicago plus wholesale into restaurants/offices. Closely comparable café + wholesale + DTC subscription model.
- Onyx Coffee Lab: Award-winning specialty roaster with strong direct-trade and competition-grade microlot positioning. Comparable limited-edition single-estate releases ($40-80 range) and café formats.
Broad incumbents
- Blue Bottle Coffee: Larger specialty coffee operator (Nestlé-owned since 2017) with cafés across major U.S. cities, DTC, and institutional accounts. Wider portfolio and balance sheet but overlapping premium specialty positioning.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Devocion social profiles
Digital presenceDevocion compliance and trust
Trust signalCompliance4 records
Devocion financial estimates
Financial estimateRevenue estimate
Valuation estimate
Devocion leadership team
Management profileNumber of profiles
Profiles1 record
Devocion funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Devocion 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 Devocion
What does Devocion do?
Devocion is a Brooklyn-based specialty coffee roaster and retailer that sources single-origin Colombian beans directly from farms during active harvest, dry-mills them at its Bogota facility, and roasts to order in Brooklyn for delivery to U.S. customers within approximately 10 days of origin. The company sells whole-bean and ground coffee through its own e-commerce site (including subscriptions and gift subscriptions), operates six retail cafés across New York City, and runs a wholesale program serving restaurants, hotels, offices, and events with coffee, equipment support, and staff training.
Is Devocion a public or private company?
Devocion is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was Devocion founded?
Devocion was founded in 2006. It employs 51 to 100 people.
Where is Devocion based?
Devocion is headquartered in Brooklyn, United States, in the North America region.
How does Devocion make money?
Four revenue lines are on record. Direct Coffee Sales are the primary driver. The others are café Retail, wholesale Program and coffee Classes.
Who are Devocion's main competitors?
Toby's Estate is listed as a regional player. Direct peers are Sey Coffee, Joe Coffee Company, Verve Coffee Roasters, Counter Culture Coffee, Intelligentsia Coffee, Stumptown Coffee Roasters, La Colombe Coffee Roasters and Onyx Coffee Lab. Blue Bottle Coffee is listed as a broad incumbent.
Does Devocion have an API?
No public API is recorded for Devocion.
What industry is Devocion in?
Devocion's product category is Specialty Coffee. Its primary akta.pro industry code is CRADAHAG, Coffee (Roasted, Ground, Whole Bean), with a secondary code of THAFADAG, Cafe-Bakeries (Coffee + Pastry Focus). Its NAICS code is 311920 and its SIC code is 2080.