GOAT STORY

What GOAT STORY does

GOAT STORY is a vertically integrated specialty coffee company headquartered in Ljubljana, Slovenia, operating under the legal entity EQUA d.o.o. and selling globally since its 2014 founding via a 10,000+ backer Kickstarter campaign for the GOAT MUG. The company designs and sells proprietary coffee-brewing hardware — notably the GINA 3-in-1 brewer (pour-over, immersion, cold drip) with a flow-control valve, the ARCO 2-in-1 dual coffee grinder (SCA Best New Product 2022 and Red Dot Product Design Award 2022), and the OTTO modern Turkish coffee pot — alongside mugs, insulated bottles, and consumables including specialty single-origin and seasonal coffees, cold brew bags, and accessories/spare parts.

The business model combines one-time hardware sales (prices ranging from €24 for cold brew kits and mugs to €450 list for the flagship ARCO grinder) with a recurring coffee subscription service (BOLD at €20.90/month, BRIGHT at €26.90/month) and a B2B wholesale/corporate-gifting program. Coffee is roasted in-house at a micro-roastery established in 2019 under Head of Coffee Dušan Matičič, with direct farmer relationships and SCA-graded beans (scores 82-90+) across origins including Colombia, Brazil, Kenya, Rwanda, Burundi, Costa Rica, and Ethiopia. Distribution is primarily direct-to-consumer via a Shopify storefront shipping globally from Slovenia, supplemented by a wholesale partner network, the owned Specialka coffee shop in Ljubljana, and a marketing presence on Instagram, Facebook, YouTube, LinkedIn, and X.

The company is privately held and bootstrapped, with 11-50 employees and no disclosed institutional funding. GINA's 2018 adoption by World Brewers Cup champion Emi Fukahori and ARCO's 2022 dual award recognition anchor its brand positioning within the specialty coffee equipment category. CEO and founder Anze Miklavec leads the company, with go-to-market spanning hardware innovation, vertically integrated roasting, owned retail, and a growing international wholesale channel.

Name

GOAT STORY

Legal name

EQUA d.o.o.

Website

https://goat-story.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

GOAT STORY is a Slovenian specialty coffee company designing and selling proprietary brewing hardware (GINA, ARCO, OTTO), roasted specialty coffee, and a coffee subscription service to home coffee enthusiasts across 200+ global markets via Shopify DTC, wholesale, and its Specialka coffee shop in Ljubljana.

Ownership category

akta.pro rank

Product category

Specialty Coffee Equipment

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee Adjacent Beverage Bars (Chai, Cacao, Alternative Lattes) (THAFAKAH)

akta.pro secondary industry

Cafe-Bakeries (Coffee + Pastry Focus) (THAFADAG)

Keywords

• Specialty coffee equipment
• Coffee brewing gear
• Specialty coffee beans
• Coffee grinders
• Coffee accessories

Headquarters

HQ city

Ljubljana

HQ country

Slovenia

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Gear Hardware Sales: One-time sales of specialty coffee brewing equipment including GINA coffee makers, ARCO grinders, OTTO Turkish coffee pots, Cold Brew Kits, and GOAT MUGs. Products sold at various price points from €24 to €450 with occasional discounts.
2. Specialty Coffee Sales: Direct sales of roasted specialty coffee beans from their in-house roastery. Includes single-origin coffees, seasonal blends, and limited editions. Prices range from €8 to €18 per bag depending on origin and processing.
3. Coffee Subscription: Recurring monthly subscription service delivering freshly roasted specialty coffee to customers. Two tiers: BOLD (for espresso lovers, €20.90/month) and BRIGHT (for filter coffee lovers, €26.90/month). Includes exclusive coffees before they hit general availability.
4. Wholesale/B2B: Wholesale program for business partners, coffee shops, and corporate gifting. Partners can sell GOAT STORY products in their local markets with brand positioning support.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

GOAT STORY designs, manufactures, and sells specialty coffee brewing equipment (GINA 3-in-1 brewer, ARCO dual-mode grinder, OTTO Turkish coffee pot, Cold Brew Kit) along with travel mugs (GOAT MUG, OMNI Bottle) and freshly roasted specialty coffee through their own e-commerce store, wholesale program, and physical coffee shop. The company also operates an in-house micro roastery and offers recurring coffee subscriptions.

Product overview

GOAT STORY is a specialty coffee company offering a curated ecosystem of coffee brewing equipment, premium mugs and bottles, and ethically sourced specialty coffees. The product portfolio centers on three product lines: (1) Coffee Gear including the GINA 3-in-1 brewer (pour-over, immersion, cold drip), ARCO 2-in-1 dual grinder, OTTO Turkish coffee pot, and Cold Brew system; (2) Mugs & Bottles featuring the distinctive horn-shaped GOAT Mug line and OMNI insulated bottles; and (3) Specialty Coffee including single-origin offerings, seasonal blends, and subscription services. The company also offers bundles combining multiple products, accessories and spare parts, and operates an in-house roastery launched in 2019. Products are available directly through their Shopify e-commerce platform with worldwide shipping from their Slovenia warehouse.

Differentiator

Problem solved

Functional benefit

Brands

• GINA: A versatile 3-in-1 coffee brewer supporting pour-over, immersion, and cold drip brewing methods with precision flow-control valve. Available in SMART (with integrated scale) and BASIC versions.
• ARCO
• OTTO
• Cold Brewer
• Cold Brew Kit
• GOAT MUG
• OMNI Bottle
• Specialka

Products and services

• GINA Coffee Maker A versatile 3-in-1 coffee brewer that supports pour-over, immersion, and cold drip brewing through a precision flow-control valve. Available in SMART version (with integrated precision scale and Bluetooth connectivity to a smartphone app for weight, time, and coffee-to-water ratio tracking) and BASIC version (without scale). Sold directly to home coffee enthusiasts.
• ARCO 2-in-1 Dual Coffee Grinder A high-precision coffee grinder combining electric and hand grinding in a single device. Features 240 grind settings controlled by an external setting ring (3 microns per click), 50g single-dose capacity, premium 47/32mm Italmill burrs, two precision ball bearings, and milled from a single piece of aluminum. Includes magnetic dosing cup. Sold to home coffee enthusiasts seeking precision grinding.
• ARCO Premium Hand Grinder Manual hand grinder with smooth grind adjustment system; each click changes grind by 3 microns for precise dialing. Sold as a standalone grinder or as part of the Pour Over Starter Kit.
• OTTO Turkish Coffee Pot A modern reinterpretation of the traditional Turkish coffee pot (ibrik/cezve) made from food-grade stainless steel with a special induction-compatible bottom. Features contemporary design with powder coating finish, silicone heat-protective handle, and 550ml volume for up to 5 cups. Available in Brick, Black, and Sage colors, with an optional free engraving version.
• Cold Brew Coffee Kit Complete cold brew kit including a glass jar with airtight lid and 3 pre-packaged filter bags of freshly roasted specialty coffee (40g each), with options including Brazil Caramelo Caparao and Ethiopia Suke Quto. Eliminates the need for a grinder, gear, or cleanup. Refills available at 30% discount.
• Cold Brewer (Glass Jar)
• GOAT MUG Horn-shaped, 100% leak-proof travel coffee mug inspired by the Ethiopian legend of Kaldi and dancing goats. BPA-free polypropylene construction with leather or faux leather sleeve and carrying straps. Available in 12oz (350ml) and 16oz (470ml) sizes and in colors Brown, Black, Marsala, West, and East.
• OMNI Thermo Bottle Double-wall insulated stainless steel water bottle that keeps drinks hot or cold for up to 24 hours, 100% leakproof and BPA-free. Available in 600ml and 1000ml sizes, designed for coffee on the go.
• Specialty Coffee (Single Origins and Blends) Ethically sourced specialty coffee roasted in-house at the GOAT STORY micro roastery in Ljubljana. Single-origin offerings include Colombia Nestor Lasso Ombligon, Colombia Julio Andres Quiceno Finca Milan, Brazil Entre Nos, Brazil Maria Soraia Guimaraes, Brazil Fabiano Pires, Kenya Kiamutuira, Rwanda Gasharu Rugori, Burundi Gasura, Costa Rica El Perezoso, plus seasonal blends and a decaf option (UNPLUGGED). Prices range from €12.90 to €17.90 per 250g, with SCA scores 85+ for premium offerings.
• BOLD Coffee Subscription Monthly subscription delivering 2x250g of freshly roasted specialty coffee focused on espresso or bold filter coffee with SCA grades 82+. Priced at €20.90/month with free shipping. Subscribers receive exclusive coffees before public release.
• BRIGHT Coffee Subscription Monthly subscription delivering 2x250g of freshly roasted specialty coffee focused on filter coffee and light espresso with SCA grades 85+. Priced at €26.90/month with free shipping. Subscribers receive exclusive coffees before public release.
• Pour Over Starter Kit Bundle including the GINA Coffee Brewer, ARCO Premium Hand Grinder, and Rwanda Gasharu Rugori specialty coffee. Sale price €288.75 (regular €385.00). Sold to home brewers seeking a complete starter setup.
• Blend Explorer Bundle Coffee trio bundle featuring Good Vibrations, Walking on Sunshine, and Wonderland seasonal blends (3x250g). Sold to coffee drinkers who want to sample multiple GOAT STORY blends.
• Brazil Explorer Bundle Curated trio of Brazilian single-origin coffees including Entre Nos, Maria Soraia Guimaraes, and Fabiano Pires (3x250g). Sold to enthusiasts wanting to explore Brazilian specialty coffee.
• Turkish Coffee Starter Kit Bundle including the OTTO Turkish Coffee Pot with a curated coffee selection for Turkish brewing. Sold to new entrants to Turkish-style coffee preparation.
• Cold Brew Coffee Bags Pre-ground specialty coffee sealed in filter bags for easy cold brew preparation, sold in 3-bag packs. Varieties include Brazil Caramelo Caparao, Ethiopia Suke Quto, and limited editions like Brazil Fazenda Salitre and Colombia Finca Milan. Refills for the Cold Brew Kit at 30% discount.
• GINA, ARCO, and GOAT MUG Accessories & Spare Parts Spare parts and accessories for the GINA brewer (pitchers, ceramic funnels with covers, precision valves, cold drip modules), ARCO grinders (travel cases, electric docks, hand cranks, dosing cups, burr sets, assembly tools), and GOAT MUG (replacement straps, holders, lids). Sold as replacement parts and add-ons for existing product owners.
• Wholesale and Corporate Gifting Program B2B wholesale program for partners and coffee shops to resell GOAT STORY products in local markets, plus a corporate gifting program for companies seeking premium coffee gifts. Includes brand positioning support for partners.

Quantifiable outcome

• Products used by World Brewers Cup Champion 2018 (Emi Fukahori)
• +2 more outcomes

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators2 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Fellow Products: Fellow designs and sells premium, design-forward specialty coffee brewing equipment (Ode grinder, Stagg kettle, Aiden brewer) and competes head-to-head with GOAT STORY's GINA brewer, ARCO grinder, and OTTO pot in the same DTC and wholesale channels serving home specialty coffee enthusiasts.
• Baratza: Baratza is a US-based specialty coffee grinder maker (Encore, Vario, Forté) with deep overlap to GOAT STORY's ARCO grinder positioning. Both target the same home-barista enthusiast segment with premium, multi-setting burr grinders.
• Hario: Hario is a Japanese manufacturer of specialty pour-over, drip, and cold-brew coffee equipment (V60, Switch, Mugen). It directly overlaps with GOAT STORY's GINA brewer, cold-brew systems, and paper filter accessories in pour-over specialty coffee.
• Blue Bottle Coffee: Blue Bottle is a vertically integrated specialty coffee roaster with DTC subscriptions, branded cafes, and brewing gear. Like GOAT STORY, it sells roasted specialty coffee and operates a cafe-plus-subscription-plus-equipment ecosystem for enthusiast consumers.
• Stumptown Coffee Roasters: Stumptown is a US specialty coffee roaster with subscription services, wholesale, and cafe operations. It is comparable to GOAT STORY's in-house roastery, subscription tiers, and Specialka cafe business lines targeting discerning specialty coffee drinkers.
• Counter Culture Coffee: Counter Culture is a specialty coffee roaster offering subscriptions, wholesale, and training programs with strong direct farmer relationships. It is closely comparable to GOAT STORY's ethically-sourced, transparency-focused roastery and subscription model.
• Moccamaster (Technivorm): Technivorm's Moccamaster is a premium specialty coffee brewer brand with a similar design- and quality-led positioning to GINA, sold globally to enthusiast consumers through DTC and specialty retail. Comparable premium-priced brewer play to GOAT STORY's GINA.

Broad incumbents

• Breville (Sage in EU): Breville is a large, publicly-listed consumer coffee equipment maker (Sage line in Europe: Barista Express, Bambino, Oracle). It is a broad incumbent that overlaps GOAT STORY's hardware category with a much wider portfolio and broader retail distribution.
• De'Longhi: De'Longhi is a global, publicly-listed Italian coffee equipment incumbent (Magnifica, Dinamica, La Specialista). It competes with GOAT STORY at the mass-premium tier with substantially larger manufacturing scale, retail shelf presence, and brand spend.

Emerging players

• La Marzocco: La Marzocco is a premium Italian espresso machine maker (Linea Mini, Micra, GS3) with a strong enthusiast and home-barista following. While focused on espresso rather than filter/pour-over, it competes for the same high-end home specialty coffee customer and overlaps in brand-led DTC marketing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/goatstory
• YouTubeyoutube.com/channel/UCGaVdzzwclVDPq-qSjk1h6Q
• Facebookfacebook.com/GOATSTORYcoffee
• LinkedInlinkedin.com/company/goat-story
• Instagraminstagram.com/goat_story

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 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 GOAT STORY