Cubes Asia

What Cubes Asia does

Cubes Asia is a Vietnam-based official importer and distributor of professional coffee equipment, founded in 2012 and headquartered in Ho Chi Minh City. The company carries 22+ premium European brands — including Victoria Arduino, Nuova Simonelli, ECM, Eureka, Lelit, Solis, Melitta, Schaerer, Kalerm, Vitamix, Hoshizaki, and Carraro — sourced directly from Italy, Germany, the Netherlands, and Switzerland. Its product portfolio spans professional, industrial, and home espresso machines; commercial and prosumer coffee grinders; capsule and filter systems; commercial blenders and ice makers; milk coolers; barista accessories; and branded coffee beans and capsules. Underlying technology is the OEM equipment itself; Cubes Asia does not disclose any proprietary technology and instead layers value on the distribution chain via official warranty, installation, barista training, and countrywide service.

Cubes Asia generates revenue primarily through B2B hardware sales to hotels and resorts (e.g., Novotel, Park Hyatt, Pullman, The Reverie Saigon), restaurants (Golden Gate, Pizza 4Ps), coffee chains (The Coffee House, Trung Nguyên Legend), and retail/office accounts (7-Eleven, Aeon), with secondary consumer and prosumer sales. Pricing is quotation-based rather than publicly listed. The go-to-market combines enterprise field sales, two owned showrooms in HCMC and Hanoi, a nationwide dealer and service network across all Vietnamese provinces, and digital channels (Facebook, Instagram, Zalo, YouTube, blog), supplemented by sponsorship of VNBC and PCA barista championships and brand-ambassador events. The company operates with 11-50 employees, is privately held with no disclosed external funding, and positions itself as the market leader for professional coffee equipment in Vietnam.

Name

Cubes Asia

Website

https://cubes-asia.com

Company type

Private

Founded year

2012

Operating status

Operating

Headcount range

11–50 employees

Short description

Cubes Asia is a Vietnam-based official importer and distributor of 22+ premium European coffee equipment brands (Victoria Arduino, Nuova Simonelli, ECM, Eureka, etc.), serving hotels, restaurants, coffee chains, offices, and retail customers across the country via two showrooms and a nationwide dealer network.

Ownership category

akta.pro rank

Product category

Commercial Coffee Equipment Distribution

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Professional coffee equipment
• Espresso machines distribution
• Commercial coffee solutions
• Coffee equipment importer
• Barista training services

Headquarters

HQ city

Ho Chi Minh City

HQ country

Vietnam

HQ region

Asia

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Equipment Distribution: Import and distribution of professional coffee machines, grinders, and accessories from premium European brands (Italy, Germany, Netherlands, Switzerland). Revenue generated through product sales to B2B customers (hotels, restaurants, coffee chains, offices) and B2C consumers via showrooms and dealer network.

Pricing tiers

Go-to-market motion3 records

Distribution channels3 records

Marketing channels7 records

Core offering

Cubes Asia is an official importer and distributor of professional coffee equipment in Vietnam, offering premium European coffee machines, grinders, blenders, ice makers, and accessories from over 20 brands including Victoria Arduino, Nuova Simonelli, ECM, and Eureka. The company provides end-to-end coffee solutions covering consulting, product supply, professional installation, barista training, and ongoing maintenance support. It serves hotels, restaurants, coffee chains, and offices through two owned showrooms in Ho Chi Minh City and Hanoi backed by a nationwide dealer and service network.

Product overview

Cubes Asia is an official importer and distributor of professional coffee equipment in Vietnam, serving all market segments from restaurants and hotels to coffee chains and offices. The company distributes 22+ international brands including Victoria Arduino, Nuova Simonelli, ECM, Eureka, Lelit, Solis, Melitta, Vitamix, Hoshizaki, and Carraro. Product portfolio includes professional espresso machines (Victoria Arduino E1 Prima Pro, Nuova Aurelia), coffee grinders (Eureka Maxxi W SMART, Atom W 65), industrial equipment (Kalerm K95LT super-automatic machines), blenders, ice makers, milk coolers, and accessories (cleaning products, water filters, barista tools). The company also offers coffee beans and capsules. Services include consulting, sales, installation, barista training, and warranty maintenance across Vietnam.

Differentiator

Problem solved

Functional benefit

Products and services

• Professional Espresso Machines Commercial-grade espresso machines for restaurants, hotels, and coffee shops, including volumetric, manual, and automatic models from Victoria Arduino, Nuova Simonelli, and ECM brands. Targeted at hospitality and coffee chain buyers.
• Home Espresso Machines Consumer-grade espresso machines for home and small office use from Lelit, Melitta, and other brands, sold through Cubes Asia showrooms.
• Industrial Coffee Machines High-capacity super-automatic coffee machines for large-scale operations including Kalerm K95LT industrial model (150 cups per day) and Schaerer automatic machines.
• Capsule Coffee Machines Single-serve capsule coffee machines compatible with Nespresso and Dolce Gusto capsule systems for office and home use.
• Filter Coffee Machines Drip and filter coffee makers for batch brewing from Melitta Professional and other brands, used in hotels, offices, and breakfast service operations.
• Professional Coffee Grinders Commercial burr grinders including Eureka Maxxi W SMART, Atom W 65, and Mythos series for high-volume cafes and professional coffee operations.
• Home Coffee Grinders Consumer burr grinders including Eureka Mignon series and Manuale C for home espresso enthusiasts.
• Industrial Blenders & Ice Makers Commercial blenders from Vitamix, ice makers from Hoshizaki, and slow juicers from Kuvings for food service operations.
• Milk Coolers & Refrigerators Temperature-controlled storage units including Kalerm KCB10T milk cooler (10L capacity, 12-20°C cooling range, thermoelectric system) designed for coffee shop integration and office use.
• Barista Accessories Professional barista tools, cleaning products (Urnex Cafiza), water filters, and spare parts for coffee equipment maintenance and operation.
• Coffee Beans & Capsules Coffee products including whole beans and capsule options from Carraro brand, including Nespresso-compatible and Dolce Gusto-compatible capsules and aluminum Honduras capsules.
• Professional Installation & Coffee Solution Consulting End-to-end coffee solution consulting and professional installation services, including on-site equipment integration (e.g., milk tube connection to auxiliary cooling units) and commissioning for hotels, restaurants, coffee chains, and offices.
• Barista Training (Cubes-Lab) World-class barista training program (Cubes-Lab) covering espresso preparation, brewing techniques, and equipment operation, delivered by trainers certified through international brand partners and used to support B2B customer onboarding.
• Warranty Maintenance & Spare Parts Support Manufacturer-backed warranty maintenance and spare parts service delivered through Cubes Asia's nationwide service center network covering all provinces in Vietnam.

Quantifiable outcome

• Café Show 2025 attendance with Nuova Aurelia Volumetric XT launch generating significant interest from coffee professionals, café owners, and the barista community
• +1 more outcomes

Named customers11 records

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

27 partnerships are on record, tiered core and minor.

• Victoria ArduinocoreChannel Partner/ Reseller/ DistributorOfficial importer and service partner of Victoria Arduino, a renowned Italian espresso machine brand. Cubes Asia distributes the full Victoria Arduino product range in Vietnam including E1 Prima Pro, E1 Prima EXP, Mythos MYONE, and Appia Life Timer. Cubes Asia hosted the E1 Prima Pro launch in November 2024 featuring World Barista Champion Mikael Jasin.
• Nuova SimonellicoreChannel Partner/ Reseller/ DistributorOfficial importer and service partner of Nuova Simonelli, a leading Italian espresso machine manufacturer. Cubes Asia launched the Nuova Aurelia Volumetric XT at Café Show 2025 as the exclusive Vietnam distributor. Nuova Simonelli products include Appia Life Timer, Oscar Mood, and Aurelia Volumetric XT.
• ECMcoreChannel Partner/ Reseller/ DistributorOfficial importer and service partner of ECM (Espresso Café München), a German manufacturer known for premium espresso machines and grinders including the Compact HX-2 PID and Puristika.
• EurekacoreChannel Partner/ Reseller/ DistributorOfficial importer and service partner of Eureka, an Italian coffee grinder manufacturer. Products include Atom W 65, Atom Smart 65, Mignon Bravo 50, Maxxi W SMART, and Eureka Disko automatic compressor.
• LelitcoreChannel Partner/ Reseller/ DistributorOfficial importer of Lelit, an Italian espresso machine brand known for home and prosumer machines including the Mara X PL62-X.
• SoliscoreChannel Partner/ Reseller/ DistributorOfficial importer of Solis, a Swiss brand offering coffee machines and grinders for the professional market.
• Melitta ProfessionalcoreChannel Partner/ Reseller/ DistributorOfficial importer of Melitta Professional, a German brand specializing in filter coffee machines and professional brewing equipment.
• SchaerercoreChannel Partner/ Reseller/ DistributorOfficial importer of Schaerer, a Swiss manufacturer of professional coffee machines. Products include automatic espresso machines with warranty of 1 year or 36,000 cups whichever comes first.
• KalermcoreChannel Partner/ Reseller/ DistributorOfficial importer of Kalerm, a Taiwan-based manufacturer of automatic and super-automatic coffee machines including K95LT industrial model and KCB10T milk cooler.
• VitamixcoreChannel Partner/ Reseller/ DistributorOfficial importer of Vitamix, a US-based manufacturer of commercial and professional blenders including The Quiet One and Drink Machine Advance. Vitamix warranty includes 1 year standard, extended to 3 years for motor.
• MelittacoreChannel Partner/ Reseller/ DistributorOfficial importer of Melitta, a German brand known for home and prosumer coffee machines including Caffeo Solo and Purista Jubilee.
• AnimocoreChannel Partner/ Reseller/ DistributorOfficial importer of Animo, a brand offering professional coffee and beverage equipment.
• MarcocoreChannel Partner/ Reseller/ DistributorOfficial importer of Marco, a brand specializing in professional beverage equipment including hot water dispensers.
• HoshizakicoreChannel Partner/ Reseller/ DistributorOfficial importer of Hoshizaki, a Japanese manufacturer of professional ice makers including SRM-45A and IM-220AA-21 models.
• CarrarocoreChannel Partner/ Reseller/ DistributorOfficial importer of Carraro, an Italian brand producing premium aluminum capsule coffee (Nespresso compatible) and coffee beans including Honduras, Ethiopia, Intenso, Ristretto, and Decaffeinato varieties.
• BWTminorChannel Partner/ Reseller/ DistributorOfficial importer of BWT (Best Water Technology), offering water filtration and treatment products for coffee equipment.
• KuvingsminorChannel Partner/ Reseller/ DistributorOfficial importer of Kuvings, a brand specializing in slow juicers and cold press juicers.
• UrnexminorChannel Partner/ Reseller/ DistributorOfficial importer of Urnex, a US brand known for professional coffee machine cleaning products including Cafiza 900gr cleaning powder.
• Specialty Coffee Association (SCA)coreStrategic or Co-development PartnerCubes Asia is a current member of the Specialty Coffee Association (SCA), the global trade organization for the specialty coffee industry. Membership provides access to industry standards, training programs, and professional network.
• VNBC – Vietnam National Barista ChampionshipcoreStrategic or Co-development PartnerMain sponsor of VNBC – Vietnam National Barista Championship, Vietnam's premier barista competition. Supports the development of Vietnam's barista talent on the national stage.
• PCA – Professional Coffee AthleticcoreStrategic or Co-development PartnerMain sponsor of PCA – Professional Coffee Athletic, a professional coffee athletic competition. Supports competitive coffee events in Vietnam.
• LEHEHEminorChannel Partner/ Reseller/ DistributorOfficial importer of LEHEHE brand products.
• BerjayaminorChannel Partner/ Reseller/ DistributorOfficial importer of Berjaya brand coffee-related equipment.
• TazzaminorChannel Partner/ Reseller/ DistributorOfficial importer of Tazza brand products.
• DoppiominorChannel Partner/ Reseller/ DistributorOfficial importer of Doppio brand coffee products with available technical documentation and brochures on the Cubes Asia website.
• SoluteminorStrategic or Co-development PartnerCubes Asia co-hosted the 'Up Your Espresso: Discover the Perfect Cup' event with Solute in October 2024, featuring Vietnam Barista Champion Bella Thư Phạm for a cupping and espresso exploration event.
• Bella Thư Phạm (Brand Ambassador)coreStrategic or Co-development PartnerBella Thư Phạm serves as Cubes Asia Brand Ambassador. She is the Vietnam Barista Champion 2023 and Top 16 World Barista Championship 2024. She co-hosted the Victoria Arduino E1 Prima Pro launch event with Cubes Asia and appeared at the 'Up Your Espresso' event.

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• De'Longhi: Italian manufacturer and global distributor of home and prosumer coffee appliances including espresso and super-automatic machines. Comparable in product category to Cubes Asia's home/office line and in European sourcing, though operating as a brand owner rather than multi-brand distributor.
• La Marzocco: Italian manufacturer of premium espresso machines with its own global distribution and direct subsidiaries in major markets. Comparable in product category to Cubes Asia's portfolio, and represents both a peer supplier dynamic and a potential disintermediation risk if La Marzocco opened its own Vietnam operation.
• Rocket Espresso: Italian manufacturer of premium semi-automatic espresso machines sold worldwide through independent distributors. Comparable in product category to Cubes Asia's professional and home machine lines, and operates in many of the same Vietnamese accounts as a competing OEM.
• JURA: Swiss manufacturer of premium super-automatic espresso machines with its own global distributor network. Directly comparable in product category (Schaerer and other Swiss machines in Cubes Asia's portfolio compete with JURA) and in the super-automatic office/hospitality segment.
• Breville: Australian home and prosumer coffee equipment brand with strong direct-to-consumer distribution across Asia-Pacific. Comparable in product category (espresso machines, grinders) and Asia-Pacific footprint, though operating as a manufacturer rather than distributor.

Direct peers

• Whole Latte Love: US-based specialty online retailer of espresso machines, grinders, and coffee equipment. Comparable to Cubes Asia as a multi-brand premium equipment distributor, although operating at larger scale and primarily direct-to-consumer rather than B2B foodservice.
• Prima Coffee Equipment: US-based multi-brand espresso equipment retailer and wholesaler with deep technical content and prosumer focus. Comparable in carrying third-party premium European brands and providing training/installation support, though with different geographic focus.
• Seattle Coffee Gear: US specialty coffee equipment retailer carrying multiple premium brands including ECM, Rocket, and Profitec. Closely mirrors Cubes Asia's model of distributing premium European equipment with technical support and customer education.
• Clive Coffee: US specialty espresso equipment retailer offering curated premium brands such as La Marzocco, Rocket, and Profitec. Similar to Cubes Asia in curating high-end European equipment and providing expert consultation, but serving a North American prosumer and small-business base.
• Espresso Supply: US-based distributor of espresso machines, grinders, and parts to the foodservice trade. Directly comparable to Cubes Asia as a B2B distributor rather than end-consumer retailer, with a focus on commercial accounts.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/CUBESASIA
• Instagraminstagram.com/cubes.asia
• Xx.com/coffeecubesasia
• LinkedInlinkedin.com/company/cubes-vina-co

Revenue estimate

Valuation estimate

Number of profiles

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 Cubes Asia