Rex Royal
- Company typePrivate
- Founded1937
- HeadquartersRheinfelden, Germany
- Headcount11–50
- GTM typeB2B
- OfferingHardware or Manufacturing
Rex Royal firmographics
Firmographics- Name
- Rex Royal
- Legal name
- Rex-Royal AG
- Website
- https://rex-royal.de
- Company type
- Private
- Founded year
- 1937
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Ownership category
- akta.pro rank
Where Rex Royal is headquartered
LocationHeadquarters
- HQ city
- Rheinfelden
- HQ country
- Germany
- HQ region
- Europe
Offices1 record
Markets served
Rex Royal business model
Business model- GTM type
- B2B
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- Professional Coffee Machine Sales: Rex Royal develops and produces high-quality fully automatic coffee machines for professional use in Switzerland, selling these machines to businesses in sectors such as railways, hospitals, and care facilities.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels3 records
Rex Royal product offering
Product offeringCore offering
Rex Royal develops and produces professional fully automatic coffee machines entirely in Switzerland for commercial use, with core models including the S3, S500 MCST, and S300 MCT series. The company complements its manufactured machines with a Cloud Solutions management platform, hot water and fresh milk preparation systems, and distributed third-party brands such as Sanremo portafilter machines, Dalla Corte semi-automatic espresso machines, and Bravilor Bonamat filter systems.
Product overview
Rex-Royal is a Swiss family company founded in 1937 that develops and manufactures professional fully automatic coffee machines entirely in Switzerland. The core product portfolio centers on the S-Series professional coffee machines (S3, S500, S300), with the new S3 series featuring integration of InstaHeat's HeatFlow ohmic heating technology. The company complements its manufactured products with distributed third-party brands including Sanremo portafilter machines, Dalla Corte semi-automatic espresso machines, and Bravilor Bonamat filter coffee systems. A Cloud Solutions module provides connected machine management for the Rex-Royal product line. Additional offerings include hot water and fresh milk preparation systems, cup warmers, and other auxiliary equipment for professional coffee service in hospitality, healthcare, railway, and institutional settings.
Differentiator
Problem solved
Functional benefit
Products and services
- Rex-Royal S3 Series Latest-generation professional fully automatic coffee machine featuring integration with InstaHeat's HeatFlow ohmic heating system for advanced liquid heating capabilities, manufactured in Switzerland.
- Rex-Royal S500 MCST Professional fully automatic coffee machine available with PowerSteam functionality for milk frothing and hot water preparation.
- Rex-Royal S300 MCT Professional fully automatic coffee machine with Kannenauslauf (carafe outlet) and cup warmer options for commercial hospitality use.
- Cloud Solutions Connected coffee machine management platform enabling remote monitoring, maintenance scheduling, and operational analytics for Rex-Royal professional coffee equipment.
- Hot Water and Fresh Milk Preparation Systems Auxiliary equipment for professional coffee preparation including milk frothing and hot water dispensing units compatible with Rex-Royal coffee machines.
- Sanremo Portafilter Coffee Machines Semi-professional portafilter espresso machines distributed by Rex-Royal, offering traditional espresso preparation for specialty coffee establishments.
- Dalla Corte Semi-Automatic Coffee Machines Commercial semi-automatic espresso machines distributed by Rex-Royal for professional coffee service requiring barista control over extraction parameters.
- Bravilor Bonamat Filter Coffee Machines Batch brew filter coffee systems distributed by Rex-Royal for high-volume filter coffee service in hotels, healthcare, and catering establishments.
Companies that use Rex Royal
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles3 records
Rex Royal technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature1 record
Rex Royal partnerships and signals
Strategic signalPartnerships
One partnership is on record.
- InstaHeatcoreSwiss startup InstaHeat signed its first commercial deal with Rex Royal to integrate InstaHeat's HeatFlow ohmic heating system into the new S3-series professional coffee machines. The deal follows years of collaboration and comes after InstaHeat's founders helped secure unanimous approval from all International Electrotechnical Commission member countries for new safety standards that formally recognize ohmic heating of liquids as safe when properly designed and operated. This represents the first commercial implementation under the new standards.
Scale indicators2 records
Recent moves5 records
Expansion highlights5 records
Rex Royal competitors and assessment
Company assessmentDirect peers
- Franke Coffee Systems: Swiss-headquartered manufacturer of professional fully automatic coffee machines, with a comparable enterprise focus on offices, hospitality, and convenience. Closest direct competitor in the Swiss premium professional segment.
- Sanremo Coffee Machines: Italian manufacturer of professional espresso machines distributed by Rex-Royal in German-speaking markets. Directly comparable product category and a strategic partner-and-competitor dynamic.
- Bravilor Bonamat: Dutch manufacturer of professional filter coffee and instant beverage equipment for hospitality, healthcare, and office. Comparable on hospital and care verticals, and is also a third-party brand Rex-Royal distributes.
- Schaerer: Swiss manufacturer of professional coffee machines for out-of-home use across hospitality, retail, and convenience. Directly comparable on technology, customer verticals, and Swiss Made positioning.
- Thermoplan: Swiss professional coffee machine maker best known for high-volume specialty coffee chains and Starbucks supply. Comparable in Swiss-made engineering and professional B2B focus.
- La Marzocco: Italian manufacturer of premium professional espresso machines for specialty coffee and hospitality. Comparable in serving high-end professional coffee establishments, though with a stronger espresso focus.
- Melitta Professional: German-headquartered manufacturer of professional coffee solutions for offices, hospitality, and convenience. Comparable in scale, DACH focus, and B2B customer segments.
Broad incumbents
- JURA Elektroapparate: Swiss family-owned coffee machine maker with strong roots in premium consumer and an expanding professional/professional-line offering. Competes with Rex-Royal on Swiss Made brand premium and quality positioning.
- De'Longhi Professional: Large Italian manufacturer whose professional division makes coffee machines for out-of-home and food service. Broader portfolio than Rex-Royal but competes in similar professional channels.
- WMF Professional Coffee Machines: German-headquartered manufacturer of professional coffee machines under a broader professional equipment portfolio. Competes in similar B2B channels, particularly in Germany and DACH.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Rex Royal social profiles
Digital presenceRex Royal financial estimates
Financial estimateRevenue estimate
Valuation estimate
Rex Royal leadership team
Management profileNumber of profiles
Rex Royal funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Rex Royal M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Rex Royal
What does Rex Royal do?
Rex Royal develops and produces professional fully automatic coffee machines entirely in Switzerland for commercial use, with core models including the S3, S500 MCST, and S300 MCT series. The company complements its manufactured machines with a Cloud Solutions management platform, hot water and fresh milk preparation systems, and distributed third-party brands such as Sanremo portafilter machines, Dalla Corte semi-automatic espresso machines, and Bravilor Bonamat filter systems.
Is Rex Royal a public or private company?
Rex Royal is a private company. It is classified as family owned and is currently operating.
When was Rex Royal founded?
Rex Royal was founded in 1937. It employs 11 to 50 people.
Where is Rex Royal based?
Rex Royal is headquartered in Rheinfelden, Germany, in the Europe region.
How does Rex Royal make money?
One revenue line is on record: professional Coffee Machine Sales.
Who are Rex Royal's main competitors?
Direct peers on record are Franke Coffee Systems, Sanremo Coffee Machines, Bravilor Bonamat, Schaerer, Thermoplan, La Marzocco and Melitta Professional. Broad incumbents are JURA Elektroapparate, De'Longhi Professional and WMF Professional Coffee Machines.
Does Rex Royal have an API?
No public API is recorded for Rex Royal.