What Beans & Dreams does

Beans & Dreams is a specialty coffee roaster and bean-to-bar chocolate maker founded in 2018 and headquartered in Den Haag, Netherlands. The company operates a single physical "experience store" (beleveniswinkel) where coffee roasting and chocolate production are visible to customers, pairing retail with on-site craft production as a deliberate positioning choice rather than a back-of-house cost center.

Its product portfolio spans roasted specialty coffee sourced via direct trade from Brazil, Cameroon, and Colombia, and bean-to-bar chocolate produced from Nicaragua-origin cocoa. The company supplements its core retail assortment with three additional revenue lines: a direct-to-consumer coffee subscription, B2B coffee machine leasing for SMB clients (13 named accounts), and a mobile espresso bar service for events. This four-channel structure is the primary operating model and revenue mechanic.

The business model is multi-channel craft retail and SMB services, monetized through in-store sales, recurring subscriptions, recurring-equipment B2B contracts, and event-based mobile bar revenue. Pricing is implicit specialty/premium positioning tied to direct-trade provenance. Customer segmentation is split between long-tail retail consumers in the Den Haag catchment and a modest base of named SMB B2B accounts, with no disclosed enterprise or large-anchor customer relationships.

Name

Beans & Dreams

Legal name

Beans & Dreams

Website

https://beans-dreams.com

Company type

Private

Founded year

2018

Operating status

Operating

Headcount range

1–10 employees

Short description

Beans & Dreams is a specialty coffee roaster and bean-to-bar chocolate maker based in Den Haag, Netherlands, operating a single experience store with on-site production. It serves retail consumers via subscriptions and a mobile espresso bar, and SMB clients through B2B coffee machine leasing.

Ownership category

akta.pro rank

Product category

Specialty Coffee & Artisan Chocolate

NAICS

Coffee and Tea Manufacturing (311920), Chocolate and Confectionery Manufacturing from Cacao Beans (311351), Chocolate and Confectionery Manufacturing (31135)

SIC

Retail-Eating & Drinking Places (5810), Sugar & Confectionery Products (2060), Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Coffee Roasters with Cafe (Roastery Cafes) (THAFADAE)

akta.pro secondary industries

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Coffee, Tea & Cacao Experiences (Roastery Tours, Tastings) (THAJAGAH)

Keywords

• Specialty coffee retail
• Artisanal chocolate products
• Direct trade coffee
• Bean-to-bar chocolate
• Coffee subscription service

Headquarters

HQ city

The Hague

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Retail Coffee and Chocolate Sales: In-store and online sales of roasted coffee beans, ground coffee, chocolate bars, bonbons, truffles, and seasonal products like chocolate letters. Coffee available as beans or ground for various brewing methods.
2. Coffee Subscription Service: Monthly coffee subscription delivering freshly roasted beans to customers' homes or offices. Customers choose coffee type, quantity, and origin. All-in subscription option includes coffee machine and maintenance. Starting from €11 per month with minimum 3-month commitment.
3. B2B Coffee Machine Sales and Leasing: Sells and leases professional espresso machines to small and medium offices. Offers three tiers: small offices (up to 100 cups/day at €2,660 or €49.99/month lease), medium offices (up to 200 cups/day at €3,590 or €69.95/month lease), and large offices (up to 300 cups/day at €5,900 or €89.95/month lease). Includes service and maintenance.
4. Mobile Espresso Bar Rental: Rents out mobile espresso bar setups for events with or without barista. Full setup with barista costs approximately €550 for 6 hours, plug-and-play machine rental is €150/day, bar-only rental is €250/day. Delivery included in Leiden/The Hague area.
5. Workshops and Tastings: Offers various workshops including home barista training (€39.95), chocolate tasting (€5-15), truffle making (€35), coffee masterclass (€27.50), bonbon making (€35), and coffee cupping (€10). Minimum 5 participants required, bookings by appointment.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Beans & Dreams roasts specialty Arabica coffee and crafts bean-to-bar chocolate (Trinitario and Criollo cacao) in-house at its Den Haag experience store, selling roasted coffee beans, ground coffee, chocolate bars, bonbons, truffles, and chocolate letters directly to consumers in-store, online, and via subscription. It complements these physical products with office coffee solutions (espresso machine leasing with maintenance), wholesale/business chocolate, mobile espresso bar rentals for events, and educational workshops covering home barista, chocolate tasting, truffle making, coffee cupping, and masterclasses.

Product overview

Beans & Dreams is a specialty coffee and chocolate company founded in 2018, operating an experience/educational store in The Hague where coffee is roasted and chocolate is made bean-to-bar in-store. The product portfolio centers on specialty coffee sourced directly from farmers in Brazil, Cameroon, Colombia, and Nicaragua (available as beans, ground, or via subscription), complemented by artisanal bean-to-bar chocolate including bonbons, truffles, and chocolate letters made from Nicaraguan Trinitario/Criollo cacao. The company offers business solutions including office coffee machines and wholesale chocolate, a mobile espresso bar service for events, and educational workshops. CoffeeVac storage containers and holiday gift packages round out the offering.

Differentiator

Problem solved

Functional benefit

Products and services

• Specialty Coffee (Beans and Ground)
• Coffee Subscription (Koffie-abonnement)
• Artisanal Chocolate Products (Bars, Bonbons, Truffles, Letters)
• Mobile Espresso Bar (Mobiele Espressobar)
• Workshops and Tastings
• Business Coffee Solutions (Koffie Zakelijk)
• Business Chocolate (Chocolade Zakelijk)
• CoffeeVac Storage Containers
• Cacao/Chocolate Origin Products (Nicaragua)

Quantifiable outcome

• Direct trade relationships ensure farmers receive better prices than market rates, with Cameroon Boyo paying farmers based on quality rather than standard market prices.
• +1 more outcomes

Named customers13 records

Segments5 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core.

• The Coffee QuestcoreStrategic or Co-development Partner · 1 January 2018The Coffee Quest is Beans & Dreams' primary coffee importer and Colombia partner. They have a Colombian operation led by Ronald de Hommel who founded Medellin Coffee export company. They support La Victoria coffee farmer association with training, quality control, and market access. The partnership includes a drymill opened in 2018 in Antioquia, the first in the department focused on specialty coffee.
• Cameroon BoyocoreStrategic or Co-development Partner · 1 January 2018Cameroon Boyo is led by Matti Foncha and operates in the Boyo region of northwest Cameroon. They work with small family farms averaging 2 hectares at 1300-1600m altitude. The organization has developed a 'More than Fair Certified' approach where farmers receive payments before, during, and after harvest based on quality. Beans & Dreams sources their Noni/Mbam origin coffee through this partnership.
• Cacao BisiestocoreStrategic or Co-development Partner · 1 January 2018Cacao Bisiesto was founded by American Gifford Laube in Nicaragua. They work with cacao farmers in El Tuma-La Dalia, Matagalpa region, collecting fresh-harvested cacao from small farmers, processing it collectively, and selling to European and American markets. The organization also trains farmers on better cultivation practices.
• La Victoria Association (Colombia)coreStrategic or Co-development Partner · 1 January 2018La Victoria is an association of 30 small-scale coffee farmers in Santa Maria, Huila region of Colombia, at altitudes of 1700-2200 meters. Supported by The Coffee Quest, they receive training in quality management and fermentation optimization. President is Andres Perdomo Centeno. The region's coffee heritage was preserved during years of conflict when guerrilla activity prevented large coffee companies from entering.
• Fazenda El Dorado (Faleiros Family)coreStrategic or Co-development Partner · 1 January 2010Fazenda El Dorado is a family plantation in the Alta Mogiana region of Brazil (between Minas Gerais and Sao Paulo states) at 1100-1300m altitude. The Faleiros family has grown coffee for four generations and shifted focus to specialty coffee in 2010. They have won the Alta Mogiana competition and achieved high scores in Cup of Excellence. Jean Vilhena Faleiros leads production while Elvis handles international sales. Beans & Dreams sources their Brazilian coffee through this partnership.

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Direct peers

• Tony's Chocolonely: Dutch bean-to-bar chocolate brand built on a mission to eliminate slavery from cocoa supply chains. Closely comparable on the bean-to-bar process, ethical sourcing narrative, and Dutch retail presence, though at much larger scale.
• Simon Lévelt: Dutch specialty coffee roaster and multi-store retail chain founded in 1817, operating coffee bars and shops across the Netherlands. Directly comparable in coffee roasting, specialty retail, and B2B office services, though at significantly greater scale.
• Koffiebranderij Peeze: Dutch specialty coffee roaster focused on fair-trade and direct-trade sourcing with strong farmer relationships. Comparable in the specialty, ethically-sourced coffee positioning and roastery-cafe hybrid format.
• Original Beans: European bean-to-bar chocolate maker sourcing single-origin cacao with strong sustainability and direct-trade farmer relationships. Comparable in bean-to-bar production, single-origin cacao positioning, and ethically-sourced premium chocolate.
• Coffee Company: Dutch specialty coffee chain operating numerous espresso bars across the Netherlands. Comparable as a specialty coffee retail/café operator targeting similar urban Dutch consumers, though with a broader chain format.
• De Koffiejongens: Dutch B2B office coffee service provider leasing machines and supplying beans to businesses. Directly comparable to Beans & Dreams' Koffie Zakelijk offering, including subscription-style office coffee contracts.

Regional players

• Café Unconditional: Dutch specialty coffee roastery-cafe with a focus on quality, origin transparency, and on-site roasting. Comparable format-wise (roastery + cafe) though operating from a different Dutch region.

Broad incumbents

• Bonnafée / Mocca d'Or: Dutch coffee roaster with broad B2B and retail presence across the Netherlands. Comparable in the specialty coffee roasting and wholesale/B2B channels, though at significantly greater scale and broader SKU range.
• Moccamaster / Technivorm: Dutch premium coffee equipment brand with broader scale in the specialty coffee appliance category. Comparable as a Dutch specialty-coffee ecosystem player, though focused on hardware rather than roasted beans.

Emerging players

• Hello Chocolate: Dutch artisan/bean-to-bar chocolate subscription and retail brand. Comparable in bean-to-bar chocolate production and Dutch specialty/gift positioning, though with a more subscription-led GTM.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Beans & Dreams