Aliatta Group

What Aliatta Group does

Aliatta Group is a privately held, Japan-domiciled holding company that operates a vertically integrated coffee and hospitality platform under five brands: Le'Doux (premium coffee and a 5,000+ outlet café franchise), Merlinbird (tea), Croos (professional and prosumer espresso equipment), Furttura (HoReCa furniture), and T/T (tableware). The group serves four customer vectors — corporate offices, hotels/restaurants/cafés (HoReCa), individual consumers through Café Le'Doux and e-commerce, and major airlines through in-flight coffee services — and sources green Arabica from Brazil, Honduras, Nicaragua, Colombia, Jamaica, and Ethiopia. Production assets include a 12t/day automated PLC-controlled roasting plant in Yamanashi-ken, Japan (opened end of 2023), a planned 14t/day Portland, Oregon plant (spring 2025), and traditional Italian espresso production preserved in Italy; Croos equipment is exported to 30+ countries via ODM/OEM channels.

The business model blends several revenue mechanics: franchise/licensing income and bean/equipment supply to 5,000+ Café Le'Doux outlets, direct B2B hardware and consumable sales into corporate and HoReCa accounts, e-commerce direct-to-consumer sales (8.3% of total at 17.1% growth), and OEM/ODM equipment exports. Underlying technology is industrial-automation-led rather than AI-driven — PLC-controlled industrial roasters, green coffee storage, automated filling and sealing lines, and high-precision testing equipment — supported by an accumulated stack of quality certifications (organic, Rainforest Alliance, halal, kosher, HACCP, ISO 9001, FDA, NAFDAC). Disclosed financial benchmarks include a JPY 8.72 billion turnover target, a coffee segment representing 43% of sales at 7.1% growth, premium offerings at 38% of sales and 11.3% growth, and emerging markets at 48% of sales and 8.8% growth, under a privately held ownership structure creating value for private equity shareholders.

Name

Aliatta Group

Legal name

Aliatta Japan K.K.

Website

https://aliatta-group.com

Company type

Private

Founded year

2020

Operating status

Operating

Headcount range

5,001–10,000 employees

Short description

Aliatta Group is a Japan-domiciled private holding company operating a vertically integrated coffee and hospitality platform across five brands (Le'Doux, Merlinbird, Croos, Furttura, T/T), serving corporate, HoReCa, consumer, and airline customers through franchise, B2B, e-commerce, and ODM/OEM channels.

Ownership category

akta.pro rank

Product category

Coffee and Hospitality Products

NAICS

Coffee and Tea Manufacturing (31192), Snack and Nonalcoholic Beverage Bars (722515), Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080), Retail-Eating & Drinking Places (5810), Wholesale-Groceries, General Line (5141)

akta.pro primary industry

Bulk Beverage & Coffee/Tea Supply Stores (Retail + Wholesale) (CRAHAMAH)

akta.pro secondary industries

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

Keywords

• Coffee bean supply
• Coffee equipment manufacturing
• Hospitality furniture solutions
• HoReCa coffee services
• Office coffee solutions

Headquarters

HQ city

Tokyo

HQ country

Japan

HQ region

Asia

Offices6 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Products: Premium coffee products including whole beans, ground coffee, capsules, and pods. Sources highest-quality Arabica from South America, East Africa, and Asia including Brazil, Honduras, Nicaragua, Colombia, Jamaica, and Ethiopia.
2. Corporate Office Solutions: Coffee machines, beans, tea, tableware, and related products for workplace environments. Includes service for supplies and assistance through network of partners.
3. HoReCa Products and Solutions: Professional coffee beans, tea, coffee machines, furniture, tableware, serving materials, and communication tools for hotels, restaurants, and cafés.
4. Coffee Equipment Manufacturing: Espresso coffee machines, commercial coffee machines, milk frothers, tea makers, coffee grinders. Sold through Café Le'Doux chain and exported to 30+ countries via ODM/OEM projects.
5. Tableware Products: Porcelain serving sets, plates, mugs, heat-resistant glass tableware, stainless steel mugs, and other tableware products with design, production, quality control, and logistics services.
6. Tea Products: Merlinbird tea brand specializing in convenient, healthy, and fashionable tea products. Served in Café Le'Doux locations.
7. In-Flight Coffee Services: Partnership with major airlines providing brewed coffee and supportive products/services for flights.
8. Training and Consultancy: Theory-based training programs and operational consultancy for clients, delivered by specialists following international standards of excellence.

Go-to-market motion4 records

Distribution channels6 records

Marketing channels6 records

Core offering

Aliatta Group manufactures, distributes, and retails premium coffee products (whole beans, ground coffee, capsules, and pods), professional barista equipment (espresso machines, grinders, milk frothers, tea makers), tea (Merlinbird brand), HoReCa furniture (Furttura), and tableware (T/T) through five wholly-owned brands. It operates integrated B2B solutions for corporate offices, hotels/restaurants/cafés, and airlines, alongside a B2C franchise chain (Café Le'Doux) of 5,000+ outlets and an e-commerce storefront.

Product overview

Aliatta Group is a diversified coffee and hospitality company operating as a portfolio of five distinct brands: Le'Doux (premium coffee and café chain with 5,000+ outlets), Merlinbird (tea brand), Croos (professional barista equipment manufacturer), Furttura (furniture solutions), and T/T Tableware. The group provides integrated solutions across Corporate (office coffee) and HoReCa (hotels, restaurants, cafés) channels, combining products with professional services, training, and consultancy. The company operates roasting plants in Japan and the USA, with traditional Italian espresso production remaining in Italy.

Differentiator

Problem solved

Functional benefit

Brands

• Le'Doux: Premium coffee brand and café chain combining 125 years of French traditions with best Italian roast and Japanese precision. Network of more than 5,000 outlets in Asia, America, and Australia. Also serves premium coffee in blends including highest-quality beans, ground coffee, capsules, and pods of arabica types.
• Croos
• Merlinbird
• Furttura
• T/T

Products and services

• Le'Doux Premium Coffee Premium coffee brand combining 125 years of French traditions with Italian roast and Japanese precision, offering whole beans, ground coffee, capsules, and pods using premium Arabica sourced from Brazil, Honduras, Nicaragua, Colombia, Jamaica, and Ethiopia, distributed via a network of 5,000+ Café Le'Doux outlets across Asia, America, and Australia.
• Merlinbird Tea Tea brand specializing in research and development, production, sales, and promotion of tea culture, providing convenient, healthy, and fashionable tea products with 60+ domestic and foreign patents and a 100,000-level purification production workshop; affiliated to Meilingbao Modern Agriculture Co., Ltd.
• Furttura Furniture Solutions Brand providing interior design planning, furniture products, and HoReCa furniture solutions for restaurant chain companies and domestic and foreign enterprises, with a decade of service to thousands of well-known restaurant chains and businesses.
• Croos Coffee Equipment Coffee technology brand designing, developing, and manufacturing professional barista equipment for home and commercial use, including espresso coffee machines, commercial coffee machines, milk frothers, tea makers, and coffee grinders, exported to 30+ countries in Europe, America, Asia, Middle East, and Africa.
• T/T Tableware Professional tableware company providing comprehensive supply chain services for domestic and foreign brands, specializing in porcelain, glass, and stainless-steel products including serving sets, plates, mugs, heat-resistant glass tableware, and stainless-steel mugs, with design, production, quality control, and logistics services.
• Corporate Office Coffee Solutions Workplace coffee solution combining cutting-edge Croos barista machines, Le'Doux coffee beans, Merlinbird tea, and T/T cups with professional service for supplies and assistance through a network of selected territory partners.
• HoReCa Solutions Tailored solutions for hotels, restaurants, and cafés including professional Le'Doux coffee beans, Croos coffee machines, Furttura furniture, T/T tableware, serving materials, communication tools, theory-based training programs, and operational consultancy delivered by specialists following international standards of excellence.
• Le'Doux In-Flight Coffee Services In-flight coffee partnership with major airlines providing quality coffee at 35,000 feet along with supportive products and services, including ground support to in-flight service tailored to passenger needs.
• Croos Piccolo Espresso Machine Compact home-use espresso machine by Croos designed to produce high-quality espresso shots, cappuccinos, and lattes with a sleek design and user-friendly interface.

Quantifiable outcome

• 43% of sales from high-growth coffee segment growing at 7.1%
• +3 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

Six partnerships are on record, tiered core.

• US and Canada PartnerscoreChannel Partner/ Reseller/ Distributor · 1 January 2025Portland roasting plant (up to 14t daily capacity) will supply partners across United States and Canada, expected completion spring 2025.
• Major AirlinescoreStrategic or Co-development Partner · 31 January 2023Le'Doux is partnering with major airlines to elevate the in-flight coffee experience. The partnership includes brewed coffee and supportive products/services for flights. Le'Doux provides ground support to in-flight service, working closely with airlines to tailor coffee offerings to passenger needs.
• APAC Market PartnerscoreChannel Partner/ Reseller/ Distributor · 1 January 2023Japan roasting plant will supply roasted coffee mainly to Japan and APAC territories, with the new Le'Doux facility capable of producing 12t daily for regional distribution.
• Merlinbird (Meilingbao Modern Agriculture Co., Ltd.)coreStrategic or Co-development PartnerMerlinbird is affiliated with Meilingbao Modern Agriculture Co., Ltd. and specializes in tea R&D, production, sales and promotion. Merlinbird tea is served in each Café Le'Doux as part of standard menu. Company has 100,000-level purification production workshop.
• Territory PartnerscoreChannel Partner/ Reseller/ DistributorService for supplies and assistance is offered by a network of carefully selected partners in specific territories for corporate office coffee solutions.
• Café Le'Doux ChaincoreOEM/ Whitelabel/ Licensing PartnerCroos products are mainly produced for the Café Le'Doux chain. Croos designs, develops, and manufactures coffee brewing equipment for both home and commercial use, with products serving the company's own café network.

Scale indicators16 records

Recent moves8 records

Expansion highlights7 records

Direct peers

• Massimo Zanetti Beverage Group: Vertically integrated Italian coffee platform owning roasting, brands (Lavazza competitor, Boncafé, Hills Bros), and private-label production; closest analog to Aliatta's bean-to-cup model with multi-brand portfolio and HoReCa B2B exposure.
• Lavazza: Italian heritage coffee company with vertically integrated roasting, own café/bar chain, and global HoReCa distribution; matches Aliatta's Le'Doux positioning on Italian espresso authenticity and integrated retail + B2B model.
• Melitta Group: Family-owned German coffee manufacturer producing coffee, filters, and coffee machines; comparable to Aliatta's combined Croos-equipment and Le'Doux-coffee manufacturing footprint with multi-category branded portfolio.
• UCC Ueshima Coffee Co. Japan-headquartered integrated coffee company with roasting plants, own canned/liquid coffee brands, and B2B HoReCa presence; the most direct Japanese-market comparable to Aliatta's Tokyo HQ and Yamanashi plant configuration.
• Strauss Group: Global coffee and tea manufacturer with branded and private-label operations across multiple continents; matches Aliatta's combined coffee + tea (Le'Doux + Merlinbird) portfolio strategy and international distribution model.
• Illycaffè: Italian premium espresso brand with vertically integrated roasting and global HoReCa distribution; closely comparable to Le'Doux's premium positioning and Italian espresso production heritage that Aliatta explicitly preserves.

Regional players

• AGF (味の素AGF): Japanese coffee and beverage manufacturer focused on retail and foodservice channels domestically; overlaps with Aliatta's APAC coffee supply and HoReCa presence but operates primarily within Japan.
• Pokka Create: Japan-based coffee, tea, and beverage company with branded retail and foodservice products; overlaps with Aliatta's Merlinbird tea and Le'Doux coffee offering in the Japanese market but with a stronger retail-licensed bottling heritage.

Broad incumbents

• JDE Peet's: Global coffee and tea group owning Jacobs, Douwe Egberts, Peet's, and L'OR; a broader incumbent offering packaged coffee, capsules, and retail café operations comparable to Aliatta's portfolio breadth at much larger scale.
• Nestlé Nespresso: Global coffee giant covering retail, capsules, professional HoReCa, and branded machines (Nescafé, Nespresso); comparable to the Croos equipment + Le'Doux beans + corporate office channel at substantially larger scale and brand spend.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat6 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/aliatta-group

Compliance9 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries5 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 Aliatta Group