Vitelli Coffee

What Vitelli Coffee does

Vitelli Coffee is a privately held Dutch specialty retailer and service provider for high-end espresso equipment, founded in March 2018 by Richard Mulder and headquartered in a showroom and service center in Zwaag, Netherlands. The company curates and sells semi-automatic espresso machines, fully automatic coffee machines, and grinders from premium Italian and German manufacturers — including La Marzocco, ECM, Rocket Espresso, Profitec, Rancilio, Gaggia, Nivona, JURA, VBM, and Stone — under official dealer and service-partner agreements with each brand. Its product catalog spans single-boiler, heat-exchanger, and dual-boiler home machines priced from roughly EUR 499 (Gaggia Classic E24) to EUR 3,599 (ECM Synchronika II OLED), alongside grinders, barista accessories, maintenance products, Auber PID upgrade kits, refurbished machines, and fresh-roasted coffee beans.

Vitelli generates revenue through five streams: (1) one-time sales of new and refurbished machines, accessories, and consumables via its Dutch-language e-commerce webshop and Zwaag showroom; (2) professional repair and maintenance services with a stated 14-day turnaround and EUR 19.50 loan-machine rental during service; (3) SCAE-led barista and latte-art workshops held at the showroom or on-site at customer events; (4) B2B workplace coffee solutions including professional equipment, supply, and service; and (5) sale of bundled combi-deals pairing machines with grinders. Pricing is publicly disclosed for retail products while B2B and workshop pricing is quote-based.

The company operates a hybrid direct-to-consumer and enterprise field-sales go-to-market, supported by content marketing (a Dutch-language blog on espresso machine selection), an active social media presence across Facebook, Instagram, LinkedIn, and TikTok, and WebwinkelKeur third-party customer reviews. Customers include individual home baristas (primary segment), office and corporate clients (secondary), and semi-professional equipment owners. The core team is led by founder and SCAE-certified barista Richard Mulder alongside co-owner Joy Zuiker and technician Ewout Glebbeek (25 years' experience as a JURA field-service engineer), with stated total headcount between 1 and 10. The company is bootstrapped — no external funding, no parent company, and no subsidiaries — and revenue is not publicly disclosed.

Name

Vitelli Coffee

Legal name

Vitelli Coffee

Website

https://vitellicoffee.nl

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Vitelli Coffee is a privately held Dutch specialty retailer and authorized service partner for premium espresso machines (La Marzocco, ECM, Rocket, Profitec, JURA, Nivona, and others), serving individual home baristas and B2B workplace clients from its Zwaag showroom and Dutch webshop with sales, repair, and barista training.

Ownership category

akta.pro rank

Product category

Specialty Coffee Equipment Retail

NAICS

Household Appliance Manufacturing (3352), Coffee and Tea Manufacturing (31192)

SIC

Household Appliances (3630), Beverages (2080)

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Espresso equipment retail
• Coffee machine repair
• Barista training services
• Specialty coffee machines
• Workplace coffee solutions

Headquarters

HQ city

Hoorn

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Infrastructure

Revenue model

1. Espresso Machine Sales: Sale of new and refurbished semi-automatic espresso machines, fully automatic coffee machines, and grinders from premium brands including La Marzocco, ECM, Rocket Espresso, Profitec, Gaggia, Nivona, VBM, and JURA. Includes both home (consumer) and professional segments.
2. Accessories & Consumables: Sales of barista tools, tampers, milk pitchers, portafilters, knock boxes, storage containers, water filters, coffee cups (Loveramics), maintenance products, and accessories.
3. Service & Repair: Maintenance and repair services for espresso machines. They offer same-day or 14-day repair turnaround. Loan machines available for €19.50 during repair period.
4. Workshops & Training: Barista workshops and Latte Art training sessions. Workshops can be conducted at their showroom or on-site at events.
5. B2B Coffee Solutions: Business solutions including office coffee equipment, professional espresso machines for commercial use, and coffee supply for workplaces.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels3 records

Core offering

Vitelli Coffee is a Dutch specialty retailer and authorized service center that sells premium home and professional espresso machines, fully automatic coffee machines, grinders, barista accessories, and coffee beans from Italian and German manufacturers. The company complements its retail operation with in-house espresso machine repair and maintenance services, barista training workshops, and dedicated workplace coffee solutions for businesses.

Product overview

Vitelli Coffee is a Dutch specialist retailer and service center for high-end espresso equipment, founded in 2018. The company offers a curated portfolio of premium espresso machines from Italian and German manufacturers including La Marzocco, ECM, Rocket Espresso, Profitec, Rancilio, Gaggia, VBM, Stone, Nivona, and JURA. Their product range spans single boiler, heat exchanger (HX), and dual boiler home espresso machines, fully automatic coffee machines, professional grinders (on-demand, by-weight, and single-dose), barista accessories, maintenance products, and upgrade kits. Beyond retail, Vitelli provides repair and maintenance services (targeting 14-day turnaround), barista workshops, and business coffee solutions for workplaces. The company operates a showroom in Zwaag where customers can experience machines hands-on and receive expert advice over complimentary coffee.

Differentiator

Problem solved

Functional benefit

Products and services

• La Marzocco Espresso Machines

Quantifiable outcome

• 14-day repair turnaround time
• +1 more outcomes

Named customers1 record

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Eleven partnerships are on record, tiered core and minor.

• La MarzoccocoreChannel Partner/ Reseller/ DistributorOfficial dealer and service partner for La Marzocco espresso machines. La Marzocco is a premium Italian espresso machine manufacturer, and Vitelli Coffee is authorized to sell, service, and maintain their products.
• ECM (Espresso Coffee Makers)coreChannel Partner/ Reseller/ DistributorOfficial dealer for ECM espresso machines. ECM is a German manufacturer known for high-quality espresso machines with German engineering.
• Rocket EspressocoreChannel Partner/ Reseller/ DistributorOfficial dealer for Rocket Espresso machines. Italian brand known for premium home espresso machines with distinctive design.
• ProfiteccoreChannel Partner/ Reseller/ DistributorOfficial dealer and Profitec Exclusive Line dealer. German manufacturer producing high-end espresso machines. Vitelli Coffee is authorized for exclusive line models only available in showroom.
• RanciliocoreChannel Partner/ Reseller/ DistributorOfficial dealer for Rancilio espresso machines. Italian manufacturer known for reliable semi-professional machines like the Silvia.
• GaggiacoreChannel Partner/ Reseller/ DistributorOfficial dealer for Gaggia espresso machines. Italian manufacturer, one of the most recognized brands in home espresso.
• NivonacoreChannel Partner/ Reseller/ DistributorOfficial dealer and service partner for Nivona fully automatic coffee machines. German brand specializing in bean-to-cup machines.
• JURAcoreChannel Partner/ Reseller/ DistributorOfficial dealer and service partner for JURA fully automatic coffee machines. Swiss manufacturer and one of the market leaders in automatic coffee machines.
• VBM (Victoria Arduino)minorChannel Partner/ Reseller/ DistributorOfficial dealer for VBM espresso machines. Italian manufacturer acquired by Nuova Simonelli.
• StoneminorChannel Partner/ Reseller/ DistributorOfficial dealer for Stone espresso machines. Italian brand known for compact, handcrafted espresso machines made in Milan.
• WebwinkelKeurminorGTM or Marketing PartnerThird-party review platform for customer reviews and ratings. Also provides dispute resolution and mediation services for complaints.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Koffiecentrale: Dutch e-commerce and showroom specialty retailer of espresso machines, grinders, beans and accessories — the closest head-to-head online/retail competitor in the Netherlands with overlapping multi-brand catalogs and price-based positioning.
• Coffee Friend: Netherlands-based specialty retailer selling bean-to-cup and traditional espresso machines, grinders and coffee, with subscription/recurring coffee elements — overlapping product mix and consumer segment.
• Clive Coffee: US-based specialty retailer of premium home espresso machines, grinders and accessories from many of the same OEMs (ECM, Profitec, Rocket, La Marzocco) — analogous high-touch specialist positioning with education-led content.
• Seattle Coffee Gear: US specialty espresso equipment retailer combining showroom experience with deep online content and service — directly analogous business model of multi-brand premium machine retail plus education.
• Whole Latte Love: US-based retailer specializing in espresso machines, super-automatic machines and grinders, with content marketing and repair/service — comparable multi-brand premium-positioning operator.

Regional players

• 1st-line: Italy-based specialist retailer/distributor for premium Italian espresso machines (Faema, La Marzocco, ECM and others) — same SKU universe as Vitelli but serving primarily the Italian and broader European market.
• Decadent Coffee: Australian specialty retailer of premium espresso machines (La Marzocco, Rocket, ECM) and grinders with showroom + workshop content — analogous boutique specialty model in a different geography.

Broad incumbents

• La Marzocco: Premium Italian espresso machine manufacturer and a key Vitelli brand partner — a broad incumbent that also sells direct and through other dealers, making it both supplier and competitive benchmark in the same SKU category.
• JURA: Swiss manufacturer of premium fully-automatic coffee machines and a Vitelli brand partner — operates its own dealer and service network that competes with Vitelli for the same high-end super-automatic customer.
• De'Longhi: Large Italian home appliance and coffee machine manufacturer with broad consumer distribution — competitor for the entry-tier home espresso segment where Vitelli also competes via Gaggia and other lines.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/vitellicoffee
• LinkedInlinkedin.com/company/vitellicoffee
• Instagraminstagram.com/vitellicoffee
• TikToktiktok.com/@vitelli.coffee

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Vitelli Coffee