Crem

What Crem does

Crem is a Spain-headquartered manufacturer of professional coffee and espresso machines, with principal operations in Gandía (Valencia), regional offices in Amotsfors (Sweden) and Vernon Hills, Illinois (United States), and a workforce of 501-1,000. The company was formed in 2008 through the merger of Expobar (Spain) and Coffee Queen (Sweden) and has since expanded via the 2015 acquisition of Spengler GmbH (Germany). Crem operates as a brand within Ali Group's Coffee Division following its 2023-24 demerger from Welbilt, sitting alongside Rancilio Group brands (Rancilio, Egro, Spengler, Expobar, Coffee Queen, Promac).

The company designs, manufactures, and markets an extensive portfolio across four product categories: traditional espresso machines (EX3, EX2, ONE, Diamant Pro, Onyx Pro, Onyx), fully automatic machines (SC45, Unity1, Unity1+), filter manual brewers (Mega Gold), and grinders (Pulse, Mignon). Differentiation rests on the proprietary CremTech platform, which includes the patent-applied Smart Boiler Filling (SBF) system, Thermobrew Group (TBG) for temperature stability, Cool Touch Pro double-wall steam wands, IsoBoiler Eco Tech insulation, SmartSteam automatic steaming, Gradual Soft Pre-Infusion (GSP), and Low Flow Pressure Profiling (LFPP). The EX3 has been recognized with iF Design (2020), Red Dot Industrial Design (2020), Gold Delta (2020), and IDA (2021) awards.

Crem generates revenue primarily through hardware sales of professional coffee equipment, with pricing not publicly disclosed and configuration-dependent contracts routed through regional offices and authorized distributors. The company targets the Office, HoReCa (Hotel/Restaurant/Café), and Convenience segments across more than 30 countries in the Americas, EMEA, APAC, and LATAM, leveraging Ali Group's distribution reach into major international chains. Distribution combines direct regional sales offices with global distributor and dealer relationships, supplemented by online sales enablement tools including Document Finder, Electronic Document Catalog, and contact forms.

Name

Crem

Legal name

Crem

Website

https://crem.coffee

Company type

Private

Founded year

2008

Operating status

Operating

Headcount range

501–1,000 employees

Short description

Crem manufactures professional espresso, automatic, and filter coffee machines plus grinders, targeting the HoReCa, Office, and Convenience segments globally. Operating as a brand within Ali Group's Coffee Division following its 2023-24 demerger from Welbilt, the company sells through regional offices and an authorized distributor network spanning more than 30 countries.

Ownership category

akta.pro rank

Headquarters

HQ city

Gandía

HQ country

Spain

HQ region

Europe

Offices3 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Professional Coffee Equipment Sales: Crem generates revenue primarily from the sale of professional espresso machines, automatic coffee machines, manual filter brewers, and grinders to commercial operators. Products are sold across Office, HoReCa, and Convenience segments through distributors and direct sales channels globally.

Go-to-market motion2 records

Distribution channels2 records

Marketing channels5 records

Core offering

Crem designs, manufactures, and sells professional coffee equipment including traditional espresso machines, fully automatic coffee machines, manual filter brewers, and coffee grinders. Its portfolio serves the HoReCa (Hotel/Restaurant/Café), Office, and Convenience coffee segments globally through regional offices and an authorized distributor network. The company is part of Ali Group's Coffee Division alongside Rancilio Group.

Product overview

Crem develops, manufactures and markets an extensive portfolio of professional coffee solutions. The product range spans four main categories: (1) Automatic machines including the SC Line (SC45), Unity1, and Unity1+ which are fully automatic coffee machines with dual brewing systems; (2) Traditional Espresso machines including the EX3 (awarded multiple design awards), EX2, ONE (with CremTech GSP and LFPP technology), Diamant Pro, Onyx Pro, and Onyx; (3) Filter Manual brewers including the Mega Gold thermal brewer; and (4) Grinders including the Pulse and Mignon. The portfolio also includes accessories and Clean & Care products, and the CremTech technology platform featuring Thermobrew Group, Smart Boiler Filling, Cool Touch Pro, and IsoBoiler Eco Tech innovations. As part of Ali Group's Coffee Division alongside Rancilio Group, Crem serves the Office, HoReCa, and Convenience coffee segments.

Differentiator

Problem solved

Functional benefit

Products and services

• SC45 (SC Line)
• Unity1+
• Unity1
• EX3
• ONE
• EX2
• Diamant Pro
• Onyx Pro
• Onyx
• Mega Gold
• Pulse
• Mignon

Quantifiable outcome

• Temperature dispersion between static and dynamic use reduced by 60% with Thermobrew Group (TBG)
• +1 more outcomes

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature7 records

Partnerships

One partnership is on record.

• Ali GroupcoreStrategic or Co-development Partner · 1 January 2023Ali Group acquired Welbilt in 2022, becoming the largest and most extensive house of brands in the food service industry. In 2023-24, Crem demerged from Welbilt to operate more independently and work closely with Rancilio Group, both part of Ali Group Coffee Division. This division was created to increase value for customers and distributors, develop stronger market penetration, and create synergies between all key brands: Crem International and Rancilio Group (including Rancilio, Egro, Spengler, Rancilio Specialty, Expobar, Coffee Queen, Promac).

Scale indicators2 records

Recent moves8 records

Expansion highlights5 records

Direct peers

• Franke Coffee Systems: Division of Franke Group manufacturing fully automatic and traditional espresso machines for HoReCa, OCS, and convenience stores. Direct competitor to Crem's Unity1, SC45, and EX3 product lines across the same global customer segments.
• Rancilio Group: Sister company within the Ali Group Coffee Division, manufacturing professional espresso machines (Rancilio, Egro) and grinders. Direct portfolio overlap with Crem across HoReCa and traditional espresso segments; the most operationally comparable peer given shared parent and division structure.
• Carimali: Italian manufacturer of professional traditional and fully automatic espresso machines. Direct competitor across Crem's HoReCa portfolio with similar multi-boiler and super-automatic product positioning.
• Schaerer: Swiss manufacturer of fully automatic professional coffee machines serving HoReCa, OCS, and convenience. Direct overlap with Crem's fully automatic Unity1/Unity1+ and SC45 portfolio in the same European and global accounts.
• La Marzocco: Italian manufacturer of premium traditional espresso machines serving specialty cafés, HoReCa, and home. Competes head-to-head with Crem in the design-led, multi-boiler traditional espresso segment where EX3, ONE, and Diamant Pro compete.
• Bunn-O-Matic: US manufacturer of professional coffee brewing equipment including filter brewers and fully automatic machines. Competes with Crem's Mega Gold filter brewer and fully automatic lines in the Office and Convenience segments.
• Thermoplan: Swiss maker of fully automatic professional coffee machines, best known as Starbucks' primary equipment supplier. Competes with Crem for global chain accounts in HoReCa and convenience with comparable fully automatic technology.
• Nuova Simonelli: Italian professional espresso machine maker (part of the Nuova Simonelli/Appia group) competing directly with Crem across HoReCa and specialty coffee operators. Comparable technology stack (PID, multi-boiler, pressure profiling) and customer base.

Broad incumbents

• Welbilt (Ali Group): Former parent of Crem (2018–2024) and current Ali Group food-service equipment platform. Operates broader food-service equipment categories beyond coffee; relevant as a comparable incumbent for distribution scale and channel dynamics within the Ali Group ecosystem.
• De'Longhi: Large Italian appliance group with a professional coffee equipment division (De'Longhi Professional / La De'Longhi) competing with Crem in HoReCa. Wider portfolio across consumer and professional segments, broader geographic reach, and greater scale than Crem.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@crem-awelbiltbrand5175/featured
• LinkedInlinkedin.com/company/crem-coffee
• Instagraminstagram.com/crem.coffee
• Xx.com/crem_coffee
• Facebookfacebook.com/crem.coffee

Revenue estimate

Valuation estimate

Number of profiles

Subsidiaries1 record

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 Crem