What Fleur de Café B.V. does

Fleur de Café B.V. is a Dutch family-owned specialty coffee and tea company headquartered at Hamburgweg 10 in Deventer, Netherlands, founded in 2007 and continuing to trade as a going concern under founder control by Marc and Eugenie. The company operates its own in-house coffee roasting facility using 2kg, 5kg, 20kg, and 60kg roasters, and a dedicated tea blending facility (theemelangeerderij) where more than 140 unique tea varieties and approximately 300 proprietary blends across coffee and tea are developed. Coffee is roasted without added water to preserve shelf life, with a maximum 2-month freshness window post-roast and a THT use-by date of up to one year. SKAL organic certification has been held continuously since 2011 for biological tea processing and packaging, and direct-trade coffee is sourced via Stichting Deventer Koffie from a cooperative in Uganda, alongside East Timor origin coffees.

The product portfolio spans roasted and green coffee beans (single-origin and blends from 20+ countries), ground and freeze-dried coffee, a 2024-launched line of plant-based biodegradable coffee capsules compostable within 21 days, loose-leaf tea, pyramid-shaped biodegradable tea bags, ice tea, horeca tea concepts, and adjacent categories including barista tools, coffee and tea accessories, porcelain and tea tableware, syrups (Routin 1883), bonbons, biscuits, and packaging materials. The company also imports and distributes professional coffee machines, grinders, milk frothers, and roasters (€1,400 to €18,000+ price points across brands such as Lanorma, Aequator, La Marzocco, Crem-Expobar, Eureka, and Fiorenzato) and supports them with an in-house technical service department.

Revenue is generated through five distinct streams: (1) one-time product sales of coffee, tea, and accessories to retail and wholesale customers via the own e-commerce storefront fleurdecafe.nl; (2) one-time private label programs for horeca, retail, and resellers at MOQs from 32–56 kg coffee and 5,000 tea bags; (3) hardware sales of professional coffee machines and grinders; (4) recurring services bundled into horeca total solutions (machine installation, calibration to local water, technical maintenance, barista training, and ongoing consumables replenishment); and (5) free loan of horeca porcelain as a switching-cost mechanism. Customer segments include horeca (primary), resellers/wederverkopers (primary), private consumers/particulieren (primary), retail (secondary), and corporate/workplace (secondary). GTM combines DTC e-commerce, direct field sales to horeca, showroom consultations in Deventer, and a channel reseller/private-label motion. Marketing is content-led (newsletter, blog, YouTube roastery video, customer reviews at 9.1/10 from 3,000+ Feedback Company reviews) rather than paid-advertising heavy, with same-day shipment via PostNL for orders placed before 12:00 on working days.

Name

Fleur de Café B.V.

Legal name

Fleur de Café B.V.

Website

https://fleurdecafe.nl

Company type

Private

Founded year

2007

Operating status

Operating

Headcount range

11–50 employees

Short description

Fleur de Café B.V. is a Dutch family-owned specialty coffee and tea company, founded in 2007 in Deventer, operating its own roastery and tea blending facility and serving Dutch horeca, retail, resellers, workplaces, and private consumers through e-commerce, private label, and direct field sales.

Ownership category

akta.pro rank

Product category

Specialty Coffee and Tea Roasting

NAICS

Coffee and Tea Manufacturing (311920)

SIC

Beverages (2080)

akta.pro primary industry

Specialty Coffee & Tea (Single-Origin, Micro-lot, Premium) Processing (AFAFADAJ)

akta.pro secondary industries

Coffee & Tea Beverage Co-Packing (RTD Coffee/Tea, Cold Brew) (AFAFAIAD), Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Coffee, Espresso & Tea Appliances Retail (CRACADAC), Instant Coffee & Coffee Extract Manufacturing (AFAFADAD)

Keywords

• Specialty coffee roasting
• Tea blending wholesale
• Private label coffee
• Horeca coffee solutions
• Professional coffee machines

Headquarters

HQ city

Deventer

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee and Tea Product Sales: Fleur de Café generates revenue primarily through the sale of roasted coffee beans, loose-leaf tea, ground coffee, coffee capsules, tea bags, and related accessories such as syrups, biscuits, bonbons, and sugar. Products are sold in various package sizes (100g to 1kg for tea; 250g to 1kg for coffee) at both retail and wholesale price points. The company offers its own branded products as well as private label (white-label) options for B2B customers. Delivery lead times for private label coffee are 5–7 working days and 2 weeks for loose-leaf private label tea.
2. Coffee Machine Sales and Technical Services: Revenue is generated from the sale of professional coffee machines (espresso machines, fully automatic machines, filter machines, grinders, roasters), milk frothers, and related machine accessories. Fleur de Café is an importer of coffee machines and provides installation, on-site maintenance, and repair services through its own technical department. Machine prices range from approximately €1,400 to over €18,000 depending on brand and model.
3. Private Label Programs: Fleur de Café offers B2B customers (horeca, retail, resellers) the ability to create their own branded coffee and tea products. Revenue comes from product development, blending, branding, and packaging services. Minimum order quantities start at 32–56 kg per coffee variety and 5,000 units for pyramid tea bags. The company provides full-service support from product development to packaging, including personalized tea cards, storage tins, and dose spoons for the horeca segment.
4. Hospitality (Horeca) Total Solutions: Fleur de Café offers complete coffee and tea concepts for the horeca industry, bundling products (coffee, tea, cups, accessories), machine sales, installation, technical service, and training into a single B2B offering. This creates recurring revenue from ongoing product supply and service contracts.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Fleur de Café B.V. roasts coffee and blends tea in-house at its facility in Deventer, Netherlands, selling premium roasted coffee beans, loose-leaf tea, coffee capsules, and coffee machines directly to private consumers via its own e-commerce storefront and wholesale to horeca, retail, and reseller businesses. The company offers private label coffee and tea programs, SKAL-certified organic tea, an in-house technical service for coffee machines, and complete horeca total solutions bundling products, machines, installation, calibration, and training.

Product overview

Fleur de Café B.V. is a family-owned coffee and tea company based in Deventer, Netherlands, operating since 2007. The company operates its own in-house coffee roastery and tea blending facility, offering a comprehensive portfolio of premium coffee and tea products and services. The core product range spans roasted and unroasted coffee beans (single-origin and blends), ground coffee, biodegradable coffee cups, loose leaf tea (140+ varieties), luxury tea bags, and ice tea. Adjacent product lines include coffee machines (espresso, fully automatic, filter, and piston machines) and grinders (Eureka, Expobar, Fiorenzato, Kuban, Markibar), coffee and tea syrups (Routin 1883 brand), barista tools, tea and coffee tableware, accessories, and packaging materials. The company provides HORECA-oriented solutions including technical machine service, private label programs for custom branded coffee and tea (starting from 32-56 kg for coffee, 5,000 units for tea bags), and complete tea concepts with tea plateaus and packages. Target segments include HORECA businesses, retail, resellers, workplaces, and private consumers. Shipping is handled via PostNL, and the company recently transitioned to PostNL for all shipments.

Differentiator

Problem solved

Functional benefit

Products and services

• Roasted Coffee Beans Freshly roasted coffee beans roasted in-house in Deventer using 2 kg, 5 kg, 20 kg, or 60 kg roasters. Single-origin, blends, biological, direct trade, Yellow Bourbon, Arabica, Robusta, and specialty varieties sourced from approximately 20 countries worldwide. Maximum 2-month roast-to-sale freshness window.
• Unroasted (Green) Coffee Beans Unroasted green coffee beans imported from worldwide plantations, including Arabica and Robusta varieties, available as single origins or blends for home and small-batch roasters.
• Ground Coffee and Instant Coffee Pre-ground coffee for espresso, filter, cafetiere, and percolator methods, plus freeze-dried instant coffee, cacao powder, topping powder, and iced coffee powder (Frappe2Day brand) in various flavors.
• Biodegradable Coffee Cups (Capsules) Plant-based, biodegradable coffee capsules that compost within 21 days per European standards. Available in 4 varieties (Yellow Bourbon, Noir Desir, Primero, Decaf), packaged per 10 units.
• Loose Leaf Tea Over 140 unique loose tea varieties blended in-house in Deventer, including black, green, white, oolong, pu-erh, rooibos, herbal, chai, mate, flower, and biological/organic teas. Ingredients sourced globally.
• Tea Bags (Pyramid) Premium pyramid-shaped tea bags made from biodegradable plant-based (maize/corn) material. Available in 12 flavors, offering flavor quality comparable to loose-leaf tea. Also available as private label.
• Tea Gift Packages Pre-curated tea gift sets including Tea-for-One, Tea-for-Two, luxury tea plateaus, themed packages, and high-tea sets. Accompanied by accessories such as tea strainers, dosing spoons, tea cards, and storage tins.
• Horeca Tea Packages Complete tea concept packages for hospitality businesses, including restaurant, café, and summer tea packages. Includes tea varieties, dosing spoons, tea strainers, tea cards, storage tins, and ice tea solutions. Options range from 600 to 6,000 cups.
• Coffee Machines Full range of professional coffee machines including espresso machines, fully automatic machines, filter machines, piston machines, and coffee cup machines. Brands include Lanorma, Aequator, Crem-Expobar, La Marzocco. Prices range from approximately €1,400 to over €18,000. Includes installation, maintenance, and technical service.
• Coffee Grinders Professional coffee grinders for HORECA and home use. Brands include Eureka, Expobar, Fiorenzato, Kuban, and Markibar. Available for horeca, consumer, retail, industrial, and hand grinder types.
• Coffee Roasters Coffee roasting machines/roasters available for purchase to complement the company's own roasting facility in Deventer. Roasters range from 2 kg to 60 kg capacity.
• Milk Frothers and Slush Machines Milk frothing devices (Smartsteam, integrated, and standalone) and slush/ice beverage machines for horeca and home use.
• Coffee Syrups (Routin 1883) Flavored coffee syrups from Routin 1883 (French brand). Available in over 20 flavors including Caramel, Vanilla, Hazelnut, Pistachio, Amaretto, White Chocolate, Chai, Cinnamon, Roasted Hazelnut, Chocolate, Banana, and seasonal Pumpkin Spice. Available in 25cl and 1-liter bottles, with display racks and dosing pumps.
• Coffee Accompaniments Products to accompany coffee including bonbons, nougat, biscuits, cane sugar, sugar sticks, and honey. Routin 1883 syrups are featured as popular accompaniments.
• Tea Accessories Tea-serving accessories including tea strainers, dosing spoons, storage tins (kilogram and 100-gram sizes), tea dispensers, tea menus, empty tea bags, matcha accessories, and storage/mounting racks.
• Coffee Accessories Coffee accessories including coffee canisters, milk bags, thermal jugs, coffee filters, and spoons.
• Barista Tools Professional barista equipment for coffee preparation including tampers, portafilters, knock boxes, tamper stations, thermometers, scales, shot glasses, and bottomless portafilters.
• Coffee Tableware Coffee serving ware including espresso sets, cappuccino sets, latte macchiato sets, coffee mugs, thermal coffee carafes, and Luminarc brand service ware.
• Tea Tableware Tea serving ware including glass, earthenware, cast iron, porcelain, and stainless steel teapots, teacups, saucers, tea light holders, tea sets, thermal thermoses, ice tea pitchers, and kettles.
• Packaging Materials Packaging materials including bags with windows, ziplock bags, valve bags, coffee bags, tea bags, stickers, jute bags, and sealing/in-packing machines.
• Private Label Coffee and Tea Program Custom private label program allowing businesses to create their own branded coffee and tea products. Includes blend development, roasting, packaging design, and fulfillment. Coffee private label starts from 32–56 kg per variety; tea pyramid bags from 5,000 units. Lead time 5–7 working days for coffee; 2 weeks for loose-leaf tea; 3 weeks for pyramid tea bags.
• Coffee Machine Technical Service In-house technical service for coffee machine maintenance, repair, installation, and calibration to local water quality. Staffed by technicians Conrad and Gilles; provides phone and on-site service.
• Showroom Consultations (Deventer) Physical showroom at the Deventer headquarters where customers can experience private label products, view coffee machines and packaging examples, and receive personalized product advice and coffee/tea tastings.
• Coffee and Tea Gifts Gift sets and packages for coffee and tea, including Christmas gift packages (kerstpakketten) and corporate/relationship gifts (relatiegeschenken).
• Coffee Gifts and Corporate Gifts Gift packages including coffee and tea sets, Christmas packages, and corporate/business gift solutions.
• Spare Parts and Cleaning Products for Coffee Machines Spare parts for coffee machines and specialized cleaning products for coffee machine maintenance and hygiene.
• Ice Tea Ice tea products including syrups (Routin 1883 Ice Tea Lemon, Peach, Mango, Coconut flavors), Magic Tea Filter for DIY preparation, ice tea glasses, recipes, and complete ice tea packages for HORECA. Four unique ice tea flavors: Kokos-Meloen, Zomer Zotheid, Ginger Lemon, and Caribbean Blue.

Quantifiable outcome

• Coffee beans retain optimal freshness for up to 2 months after roasting (company-defined 'fresh' window), with a shelf life of up to 1 year as indicated by the THT date on all coffee bags.
• +2 more outcomes

Named customers7 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Deventer Koffie (Stichting Deventer Koffie)coreStrategic or Co-development PartnerFleur de Café partners with Stichting Deventer Koffie, a foundation that sources green coffee beans directly from a cooperative of coffee farmers in Kibinge and Ugangda, Uganda. This is a 'direct trade' project where coffee farmers benefit from direct market access and a portion of revenue (25%) is invested by Rabobank Salland in education for cooperative members. The company roasts and sells this coffee under the 'Deventer koffie' brand, creating a social impact and supply chain differentiation story for Dutch consumers.
• Routin 1883coreChannel Partner/ Reseller/ DistributorFleur de Café distributes Routin 1883 brand coffee syrups throughout the Dutch market. Routin is a French manufacturer known for premium coffee syrups made from natural ingredients and water from the purest French Alps. The syrups are available in various sizes (25cl for home use, 1 liter for horeca) and flavors including caramel, vanilla, hazelnut, pistachio, and chai. Fleur de Café acts as the primary distributor for these products in its sales channels.
• PostNLminorOthersFleur de Café recently transitioned its shipping provider to PostNL for order fulfillment. The company now ships orders placed before 12:00 on working days on the same day via PostNL.
• Wageningen University & ResearchminorOthersWageningen University conducted research (referenced on the Fleur de Café website) confirming that compostable coffee capsules represent the most sustainable choice compared to alternatives. This academic validation supports Fleur de Café's marketing claims for its proprietary plant-based coffee capsules launched in 2024.

Scale indicators7 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Koffiebranderij De Eenhoorn: Dutch artisan coffee roaster and private label supplier serving horeca and resellers in the Netherlands. Competes on similar terms: in-house roasting, B2B private label, and direct-trade sourcing.
• Mocca d'Or: Dutch coffee roaster focused on the horeca market with private label programs and equipment sales. Operates in the same B2B niche as Fleur de Café, particularly for foodservice customers.
• Peeze Koffie: Dutch specialty coffee roaster with a comparable vertically integrated model — in-house roasting, horeca and B2B focus, private label offerings, and strong sustainability credentials (UTZ/Rainforest Alliance). Directly competes with Fleur de Café in the Dutch premium/horeca segment.
• Espresso Service Brand (Aequator): Dutch importer and service partner for professional coffee machines, including the Aequator brand that Fleur de Café distributes. Overlaps directly in the machine/horeca service category and competes for the same technical-service contracts.
• Simon Lévelt: Long-established Dutch tea and coffee specialist operating its own roasting and blending facilities, with a large horeca and retail network across the Netherlands. Closest direct peer given the dual coffee+tea focus and B2B/private label model.
• Koffiebranderij Lot: Netherlands-based specialty roaster with private label and horeca services. Directly comparable in product range and customer segments to Fleur de Café.
• Perla Coffee: Dutch specialty roaster with in-house roasting and a strong horeca/private label proposition. Comparable in scale, B2B orientation, and product breadth to Fleur de Café's coffee business.

Broad incumbents

• Lavazza: Global Italian coffee group with significant Dutch horeca presence through wholesale partners. Competes with Fleur de Café for horeca accounts and machine-bundled contracts across Europe.
• Douwe Egberts (JDE Peet's): Market-leading Dutch coffee incumbent and the dominant horeca/grocery brand. Sets the competitive baseline in the Netherlands and competes at the lower-premium tier where Fleur de Café also plays through private label and entry SKUs.
• Clipper Tea (Unilever/Wittington): Large-scale ethical/specialty tea brand with strong European retail presence. Competes with Fleur de Café on the tea side, particularly in retail/private label SKUs and organic tea positioning.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks7 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/watch?v=Uamm_7rl0jg

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 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 Fleur de Café B.V.