ROEST

What ROEST does

ROEST (legal entity Roest AS) is a Norwegian designer and manufacturer of professional coffee roasting equipment, founded in 2014 and headquartered in Oslo. The company's flagship offering centers on a proprietary hybrid stirred-drum roasting architecture that combines fluid-bed convection heating with mechanical paddle agitation of beans, controlled through a 5-inch touchscreen with rotary encoder or via the cloud-based ROEST Connect web platform. The product portfolio spans sample roasters (S200, L200 Plus, L200 Ultra) optimized for 50-200g green coffee batches used in QC and sourcing, and the recently introduced P3000 3-kilo production roaster. Modular add-ons include an acoustic First Crack Detection system (€750), an Inlet Temperature Sensor kit (from €550), multi-voltage conversion kits, and an extended warranty (€590).

The business model is hardware-led, with primary revenue from one-time roaster sales conducted through a quote-request workflow, supplemented by a recurring revenue layer from the ROEST Connect SaaS platform, paid upgrades, spare parts, and accessories sold through the company's online shop. Distribution combines direct enterprise sales with a global network of approved distributors; products are manufactured in Norway with components sourced from Europe, India, and China. The customer base is horizontal within coffee: specialty coffee roasters (including ROAST Coffee), green coffee traders and importers (Sucafina, Red Fox), training and certification bodies (SCA Training), smaller regional roasteries, and a long tail of home/hobbyist roasters. Marketing is driven by content (blog, YouTube, Instagram, LinkedIn), industry events (SCA Expo, World of Coffee), and endorsement-led credibility from figures such as Tim Wendelboe and Scott Rao.

ROEST has no disclosed outside funding, ships worldwide excluding a small list of sanctioned geographies, and holds CB Scheme and Korea KC Mark certifications. The company is privately held with 11-50 employees and is led by co-founders Trond Simonsen (CEO) and Sverre Simonsen (CTO/Product Developer), with a small marketing function led by Veronika Galova Bolduc.

Name

ROEST

Legal name

Roest AS

Website

https://roestcoffee.com

Company type

Private

Founded year

2014

Operating status

Operating

Headcount range

11–50 employees

Short description

ROEST (Roest AS) designs, manufactures, and distributes AI-marketed hybrid coffee roasters from Norway. It sells sample roasters (S200, L200 series) and the new P3000 production roaster, plus the ROEST Connect cloud platform, to specialty roasters, coffee traders, and home enthusiasts globally through direct sales and distribution partners.

Ownership category

akta.pro rank

Headquarters

HQ city

Oslo

HQ country

Norway

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Roaster Hardware Sales: Primary revenue from selling professional sample roasters and production roasters. Products include P3000 Production Roaster, L200 Ultra, L200 Plus, and S200 sample roasters. Sold via quote request process with pricing provided upon request.
2. Software Subscription (ROEST Connect): ROEST Connect platform included free with all roasters. The SaaS portal provides inventory management, profile management, data analysis, and cupping session tracking. Subscription terms specified in contracts.
3. Spare Parts and Accessories: Online shop selling spare parts including heating elements (€30), heating element packs (€40), cooling trays (€100), hoppers, fans, sensors, conversion kits (€120), side panels (from €225), and more.
4. Extended Warranty: Extended warranty option available for purchase at €590 for additional coverage beyond standard 1-year warranty.
5. First Crack Detection Upgrade: First Crack Detection system available as upgrade at €750 for models P11_ and higher.
6. Inlet Temperature Sensor Kit: Inlet temperature sensor kit available in three options: without new PCB, with new PCB, or with fixed PCB. Additional installation service available via support.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

ROEST designs, manufactures and distributes professional coffee roasting hardware built around a proprietary hybrid stirred-drum technology that combines hot-air convection heating with mechanical paddle bean agitation. Its commercial line spans the S200, L200 Plus, and L200 Ultra sample roasters (50-200 g capacity) and the P3000 production roaster (approximately 3 kg batch capacity), each shipped worldwide from Norway and bundled with the ROEST Connect cloud-based SaaS platform for profile management, data analysis, inventory, and cupping sessions. The company also sells spare parts, voltage conversion kits, the First Crack Detection upgrade, the Inlet Temperature Sensor kit, and an extended warranty as standalone commercial offerings.

Product overview

ROEST Coffee Roasting Technology manufactures professional coffee roasting equipment headquartered in Norway. The product portfolio centers on the ROEST Connect software platform combined with hardware roasters including production-scale (P3000) and sample-scale (L200 Ultra, L200 Plus, S200) roasters. The hybrid stirred-drum technology combines hot air convection heating with mechanical stirring. Control options include onboard 5-inch touchscreen with rotary encoder or web browser access via ROEST Connect. Key add-on modules include First Crack Detection (€750), Inlet Temperature Sensor (from €550), and Voltage Conversion Kits (€120), all supported by comprehensive spare parts and extended warranty options.

Differentiator

Problem solved

Functional benefit

Brands

• ROEST Connect: Web-based software platform for inventory management, roasting profiles, data analysis, and cupping sessions. Free with all ROEST roasters.

Products and services

• P3000 Production Roaster Production-scale coffee roaster with approximately 3 kg batch capacity, featuring automated roasting profiles, hybrid stirred-drum technology, and tool-free maintenance access; designed for small-to-medium roasteries and production environments.
• L200 Ultra Sample Roaster Professional sample roaster with 50-200 g batch capacity (recommended 100 g optimal) using ROEST's hybrid stirred-drum technology that combines fluid-bed hot-air heating with mechanical paddle agitation for production-grade profile replication.
• L200 Plus Sample Roaster

Quantifiable outcome

• Average roasting time 6-7 minutes
• +3 more outcomes

Named customers10 records

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability2 records

Feature8 records

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Market position

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/@ROESTCoffee
• LinkedInlinkedin.com/company/roestcoffee
• Instagraminstagram.com/roestcoffee
• Xx.com/roestcoffee

Compliance2 records

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 ROEST