Huggs Coffee

What Huggs Coffee does

Huggs Coffee is a homegrown Singapore specialty coffee brand founded in 2008, operating as a vertically integrated specialty café chain with in-house roasting, retail café operations, e-commerce distribution, and corporate B2B services. The company serves individual consumers, corporate clients, franchisees, and healthcare facilities through 20+ physical café locations across Singapore spanning business districts, hospitals, residential neighborhoods, and partner venues such as Timbre+ music locations. Customer touchpoints include walk-in café service, a direct-to-consumer e-commerce platform (huggscoffee.com, powered by Shopify), a self-serve online ordering platform (order.huggscoffee.com, powered by Getz) with integrated loyalty membership, subscription delivery, corporate pantry solutions, franchise licensing, and events/catering services.

The company's core technology is its proprietary smokeless roasting method, claimed to achieve 80% fuel savings and reduced greenhouse gas emissions versus conventional roasters. The product portfolio centers on artisan roasted coffee: signature blends (h-blend, K-Blend), single-origin offerings from Ethiopia, Colombia, and Papua New Guinea, canned filter coffees, and Nespresso-compatible capsules, supplemented by food items, branded merchandise (including the German Design Award 2024 Siegwerk pour-over set), and events/catering packs. Sub-brand Professionalé supplies automated coffee machines (Saeco SE-120, Gaggia G 300/G 700) and vending solutions for corporate pantries.

Huggs generates revenue through multiple streams: in-store beverage and food transactions across 20+ outlets; e-commerce product sales with islandwide delivery via Ninja Van; recurring coffee bean subscriptions (bi-weekly or monthly); B2B corporate hardware sales and supply contracts under Professionalé; franchise fees for Single, Area, and Master (Country) operators on a minimum three-year term; and events/catering services. Pricing spans pay-as-you-go café pricing (e.g., Café Latte from SGD 6.50, Kopi O from SGD 2.80), bean subscriptions, hardware sales for corporate machines, and licensing royalties for franchisees. The company is privately held with no disclosed funding rounds or institutional investors.

Name

Huggs Coffee

Legal name

Huggs Coffee

Website

https://huggscoffee.com

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

51–100 employees

Short description

Huggs Coffee is a homegrown Singapore specialty coffee brand founded in 2008, operating 20+ retail cafés, an in-house roastery, e-commerce platform, B2B corporate solutions under Professionalé, and a franchise network serving consumers, corporates, and healthcare facilities.

Ownership category

akta.pro rank

Product category

Specialty Coffee Retail

NAICS

Coffee and Tea Manufacturing (311920), Commercial Bakeries (311812)

SIC

Beverages (2080), Bakery Products (2050)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Coffee Chains & Franchise Cafes (THAFADAB), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI)

Keywords

• Specialty coffee retail
• Coffee bean roasting
• Corporate coffee services
• Coffee subscription service
• Café chain operations

Headquarters

HQ city

Singapore

HQ country

Singapore

HQ region

Asia

Offices24 records

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Café Sales: In-store beverage and food sales at 20+ physical café locations across Singapore, offering coffee drinks, teas, pastries, cakes, muffins, pies, wraps, and salads
2. E-commerce Product Sales: Online sales of coffee beans, capsules, canned filter coffee, and merchandise through huggscoffee.com with delivery across Singapore
3. Coffee Subscription Service: Monthly or bi-weekly delivery of freshly roasted coffee beans, including Roaster's Choice mystery blend option. Customers can customize delivery frequency and quantity
4. Corporate Pantry Solutions: B2B solutions including coffee beans, supplies, automated machines (Saeco, Gaggia, Barista series), and vending solutions for corporate offices, hospitals, and businesses
5. Professionalé (B2B Coffee Machines): Sale and deployment of commercial coffee equipment including countertop machines, vending solutions, with installation, training, and ongoing maintenance support
6. Franchise Fees: Revenue from franchise network including Single, Area, or Master (Country) Franchisee opportunities with 3-year minimum term
7. Catering & Events: Event catering services including live stations, venue rental, and bulk food/beverage orders for corporate events and gatherings

Pricing tiers

Go-to-market motion3 records

Distribution channels6 records

Marketing channels9 records

Core offering

Huggs Coffee roasts, retails, and serves specialty coffee through 20+ company-owned cafés across Singapore, an e-commerce store selling beans, Nespresso-compatible capsules, canned filter coffee, and merchandise, and a recurring bean subscription service. The Professionalé sub-brand delivers bespoke B2B corporate pantry solutions including automated Saeco and Gaggia machines with installation, training, and supply. A franchise program licenses Single, Area, and Master operators the brand, SOPs, and patented production and supply chain.

Product overview

Huggs Coffee is a homegrown Singapore specialty coffee brand established in 2008, operating as a unified specialty café chain with integrated retail and corporate offerings. The core product portfolio centers on artisan roasted coffee including Signature h-blend and K-Blend (house blends), alongside single origin offerings (Colombia Tabi, Ethiopia Sidama, Papua New Guinea, and others). Product lines include whole bean/ground coffee, canned filter coffees, and Nespresso® compatible capsules. The Professionalé corporate division provides bespoke enterprise solutions with automated coffee machines and vending solutions. Café operations serve beverages (espresso-based, specialty drinks, tea) and food items (pastries, muffins, wraps, pies, cakes). The company operates a loyalty program with Primo/Stella tiers, offers events and catering services, and sells branded merchandise including pour-over sets and limited-edition apparel.

Differentiator

Problem solved

Functional benefit

Brands

• Professionalé: Corporate coffee solutions brand offering bespoke corporate coffee experiences including coffee beans, automated machines, vending solutions, and supply services for offices and corporate pantries.

Products and services

• Signature h-blend The signature medium-bodied coffee blend with low acidity featuring notes of roasted hazelnuts and dark chocolate. Composed of Brazil Cerrado and India Robusta Cherry A beans, processed using Pulped Natural and Natural methods. Available in 250g as whole beans or ground for espresso/filter.
• K-Blend Exotic medium-roasted blend with fruity notes composed of Papua New Guinea (Mt Otto) and Brazil Cerrado beans, processed using Carbonic Maceration and Pulped Natural methods. Available in 250g ground for espresso.
• h-blend Capsules Nespresso® compatible coffee capsules featuring the signature h-blend. Delivers smooth, balanced barista-quality brew with notes of roasted hazelnuts and dark chocolate. 10 capsules per box.
• K-Blend Canned Filter Coffee Shelf-stable canned black filter coffee made from 100% Arabica beans. Medium-roasted blend with fruity and nutty notes culminating in a velvety cocoa finish, with tasting notes of Kyoho Grapes, Custard Apples, Roasted Nuts, and Medium Dark Chocolate.
• Ethiopia Koke Shalaye Canned Filter Coffee Single origin canned filter coffee from the Ethiopia Koke Shalaye region. Bright and expressive with juicy, delicate sweetness. Tasting notes of blueberries, blackberries, and ripe red grapes. Available in Pack of 3 or Pack of 6.
• Ethiopia Koke Shalaye Single Origin Capsules Artisan-roasted single origin coffee in Nespresso® compatible capsules. Hand-roasted in small batches by Huggs Roastery. Bright, expressive, and beautifully layered with notes of blueberries, blackberries, and ripe red grapes. 10 capsules per box.
• Colombia Jairo Arcila Tabi (Quindio) 100% Tabi micro-lot coffee grown by Jairo Arcila at Villarazo farm in Armenia, Quindío, Colombia. A blend of Timor Hybrid, Bourbon, and Typica. Scored 88.25, featuring delicate floral aromas, vibrant red grapes, and yellow raisins with medium acidity and velvety body. Natural EF2 process, 24-hour dry fermentation, dried on raised beds. Available in 200g.
• Ethiopia Sidama (Bensa 74158) Single origin coffee from the Sidama region of Ethiopia, produced in the fertile lands renowned for Ethiopian coffee heritage. Tasting notes of osmanthus, lemongrass, and starfruit. Natural process, grown at 1900-1950 MASL. Available in whole beans.
• Decaf Decaffeinated coffee from Colombia Tolima, using a special Sugarcane Decaf method that uses a fruit-based compound from local sugarcane and high mountain spring water from Nevada Del Ruiz to retain sweetness and taste profile.
• Colombia El Indio (Tolima) Single origin natural processed coffee produced by approximately 175 coffee-farming families in Tolima, Colombia. Tasting notes of Roselle, Red dates with medium acidity and light body. Natural process, altitude 1500-2150 MASL.
• Colombia Naranja Salsa (Oporapa) Rare Orange Bourbon micro-lot from Quebraditas Farm in Oporapa, Huila at 1800 MASL. Washed Double Anaerobic Thermal Shock process with carefully controlled fermentation. Tasting notes of Pineapple, White Peach, and Blood Orange.
• Ethiopia Dela G1 (Sidama) Single origin Ethiopian coffee from the Sidama region with grade G1 classification. Tasting notes of blackberries and blueberries with medium acidity and light body. Associated with Ethiopia's indigenous varieties including Typica, Heirloom Sidamo, and Ethiopian Landes. Grown at 1900-2200 MASL.
• Papua New Guinea (Mount Otto) Single origin from Papua New Guinea Mount Otto with CM Natural process. Fruit-forward notes of stewed pineapples, ripe jackfruit, and tangy guava. The natural processing adds sweetness and complexity. Available as whole beans or ground for filter (medium).
• Coffee Bean Bundles Curated coffee bundle packages. Bundle A (Blends) includes H-blend Whole Beans, K-blend Whole Beans, and 2 Canned Filter Coffee (K blend). Bundle B (Single Origin) includes Ethiopia Sidama Whole Beans, Papua New Guinea Whole Beans, and 2 Canned Filter Coffee (Ethiopia Koke Shalaye).
• Professionalé (Corporate Solutions) Bespoke B2B corporate coffee program under the Professionalé sub-brand offering end-to-end solutions including custom white-label roasting, coffee beans, canned filter coffee, cold brew pouches, and capsules. Includes automated coffee machines (Saeco, Gaggia, Barista series) and vending solutions, with consultation, deployment, training, and ongoing support for offices, hospitals, and businesses.
• Siegwerk Pour-over Coffee Maker Set Premium pour-over coffee brewing set awarded the German Design Award 2024. Includes enamel filter cup (eco-friendly, heat-resistant, food-safe), blossom-shaped rippled surface filter, natural wood filter holder (walnut or beech), 60-degree sloping design, borosilicate glass coffee pot (600ml, -25 to 150°C), and additive-free V60 filter papers. Available in 5 funnel colors.
• 'The Huggs Brew Club' Tote Bag (Limited Edition) Limited edition tote bag featuring the Huggs Brew Club community branding. Measures 50cm x 34cm. Available complimentary with a Huggs bean subscription or for purchase at $35.00 SGD.
• 'The Huggs Brew Club' Cap (Limited Edition) Limited edition branded cap featuring the Huggs Brew Club logo. Available for purchase at $30.00 SGD.
• Coffee Bean Subscription Recurring coffee bean subscription with bi-weekly or monthly delivery. Roaster's Choice mystery blend available. Subscription can be paused, modified, or cancelled after 3rd cycle with 1 week notice. Customers can customize delivery frequency and quantity.
• Events & Catering Event and catering services including venue rental, live station setup, and bulk food/beverage orders. Offerings include assorted bentos (box of 16), sandos, traveller boxes (2.8L), bottled drinks (1L), pastries, muffins, wraps, and pies. Minimum lead time: 1 working day for beverages, 2 working days for food.
• Franchise Program Franchise opportunity offering Single, Area, or Master (Country) Franchisee arrangements. Includes trademark and brand, patented production and supply chain, SOPs and training, and marketing support. Minimum 3-year term commitment.

Named customers5 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

Feature1 record

Partnerships

Seven partnerships are on record, tiered core and minor.

• Ninja Van SingaporecoreOthersThird-party delivery service partner handling all e-commerce order deliveries. Standard shipping costs $2.70 for orders <1kg and $3.40 for orders <4kg. Orders $40+ qualify for free shipping.
• Timbre GroupminorStrategic or Co-development PartnerCollaboration with Timbre Group featuring Huggs Coffee outlets at Timbre+ Hillview and Timbre+ One-North locations, combining live music venues with specialty coffee
• SaecocoreTechnology or IntegrationSaeco SE-120 countertop coffee machine offered as part of corporate pantry solutions, delivering up to 100 cups per day
• GaggiacoreTechnology or IntegrationGaggia G 300 and G 700 coffee machines offered for corporate solutions. G 300 delivers up to 150 cups/day with 1 bean hopper and 3 powder hoppers; G 700 delivers up to 300 cups/day with 2 bean hoppers
• ShopifycoreTechnology or IntegrationE-commerce platform hosting huggscoffee.com online store, providing payment processing and store management infrastructure
• GetzcoreTechnology or IntegrationPowers order.huggscoffee.com online ordering platform and Huggs Loyalty Program membership system (huggs.member.getz.co)
• Mandai Wildlife GroupminorStrategic or Co-development PartnerCollaboration mentioned in newsroom featuring cute animal-themed coffee collab between Mandai Wildlife Group and Huggs Coffee

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Toby's Estate: Specialty coffee roaster with café operations in Singapore, offering single-origin beans, espresso drinks, and B2B wholesale — closely aligned with Huggs' multi-channel go-to-market.
• PPP Coffee (Papa Palheta): Singapore specialty coffee roaster and café chain founded on the same roastery-café premise, competing head-to-head on specialty beans, café experience, and wholesale supply.
• Smitten Coffee: Singapore-based specialty coffee roaster and retailer offering beans, capsules, and café service, comparable to Huggs' product mix and direct-to-consumer e-commerce model.
• Highlander Coffee: Singapore specialty coffee roaster with café outlets and single-origin beans, comparable in scale, geography, and roastery-led positioning to Huggs.
• Common Man Coffee Roasters: Singapore-based specialty coffee roaster and café operator with multiple outlets and in-house roasting, directly comparable to Huggs' roastery-café model and Singapore-only focus.
• Tim Hortons Singapore: International coffee chain operating cafés in Singapore with comparable beverage pricing and franchise-style expansion, relevant as a peer on café scale and consumer coffee spend.

Others

• Oatside: Plant-based beverage brand that supplies oat milk for Huggs' specialty drinks — a complementary ecosystem partner rather than a direct competitor, included as an adjacent industry reference.

Emerging players

• Bettr Coffee: Singapore specialty coffee company with a social-impact angle, operating cafés and wholesale — comparable as a smaller specialty peer with overlapping café and bean retail activity.

Broad incumbents

• The Coffee Bean & Tea Leaf: Established global specialty coffee and tea chain with strong Singapore presence, offering a wider beverage and food menu and broader geographic footprint as a broad incumbent competitor.
• Starbucks: Global coffee chain incumbent with deep Singapore penetration and corporate accounts; competes with Huggs on café traffic, mobile ordering, and corporate pantry deals.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/huggs.sg
• Instagraminstagram.com/huggs.sg
• TikToktiktok.com/@huggs.sg
• LinkedInlinkedin.com/company/huggs-coffee

Revenue estimate

Valuation estimate

Number of profiles

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 Huggs Coffee