Fortune Coffee

What Fortune Coffee does

Fortune Coffee B.V. is a Dutch private company founded in 2000 and headquartered in Zoetermeer, Netherlands, that supplies coffee machines, ingredients, and related services to workplace environments exclusively in the Netherlands. The company operates through a franchise network of regional entrepreneurs who act as personal coffee advisors, providing consultative selling, delivery, installation, and ongoing service to B2B customers. Its product portfolio centers on four coffee machine categories (bean, instant, freshbrew, and pod systems) spanning the proprietary Passio, Cadenza, Vivo, Comodo, Solista, Vivaci, and Tempo lines, with capacities ranging from small offices (20 persons) to large workplaces (100+ persons). The offering is extended by accessories (milk modules, cup warmers, water filters, cleaning products), water dispensers and taps, drinkware (reusable polypropylene cups, porcelain, glass), tea, soup, cacao, and complete "Koffiecorner" coffee corner installations.

The business model blends one-time machine sales (purchase prices €1,765-€8,225 ex-VAT) with monthly rental/lease options (roughly €46-€87/month) and a recurring ingredient supply and service stream. A distinctive commercial hook is the 60-month free service and maintenance commitment that is contingent on continued ingredient purchases, which ties the installed base to recurring consumables revenue. The company serves four primary vertical segments: corporate offices, construction sites, schools and educational institutions, and sports clubs and gyms. Marketing is conducted through a content-heavy website (fortune.nl), a blog, email newsletter, regional advisor outreach, and event/sponsorship activities (including a mobile coffee bar, a retro coffee trailer, and a Uganda coffee sustainability project). Fortune Coffee holds Fairtrade certification on tea SKUs, is GDPR-compliant, and adapted its drinkware assortment in 2024 to comply with the EU Single Use Plastics Directive. The company has no disclosed institutional investors, no funding history, and operates with 101-250 employees.

Name

Fortune Coffee

Legal name

Fortune Coffee B.V.

Website

https://fortune.nl

Company type

Private

Founded year

2000

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Commercial Coffee Machines

NAICS

Office Supplies and Stationery Retailers (459410)

SIC

Retail-Eating & Drinking Places (5810)

akta.pro primary industry

Beverage Service (Coffee/Tea/Juice) & Refreshment Stations (HSACAGAJ)

akta.pro secondary industries

Specialty Coffee & Tea Retail (Beans, Leaves, Accessories) (CRAHAGAI), Coffee, Tea & Cocoa Beverage Wholesale (AFAIAGAD)

Keywords

• Workplace coffee solutions
• Commercial coffee machines
• Coffee machine rental
• Office beverage service
• Coffee ingredients supply

Headquarters

HQ city

Zoetermeer

HQ country

Netherlands

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Machine Sales: One-time sale of coffee machines (bean, instant, freshbrew, cups) to businesses with prices ranging from €1,765 to €8,225 depending on model and capacity. Includes 60 months free service & maintenance when purchasing ingredients.
2. Coffee Machine Rental/Leasing: Monthly rental or lease payments for coffee machines for businesses that prefer not to pay upfront. Machine returns at end of lease term.
3. Ingredient Supply (Recurring): Ongoing supply of coffee beans, instant coffee, freshbrew, cups, tea, cacao, milk, accessories. Delivered periodically by regional advisors based on consumption patterns.
4. Service & Maintenance: Technical support, repairs, and preventive maintenance for coffee machines. Free for 60 months with ingredient purchases; may generate additional service revenue after warranty period.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Fortune Coffee supplies, rents, and leases commercial coffee machines (bean, instant, freshbrew, and cup types) for office and workplace environments, complemented by ongoing ingredient supply (beans, tea, cocoa, soup, milk), accessories (milk modules, cup warmers, water filters), drinkware, and preventive maintenance service. Distribution and customer relationships are managed through a domestic Netherlands franchise network of regional coffee advisors.

Product overview

Fortune Coffee is a Dutch coffee service company operating a franchise model that provides complete workplace coffee solutions. The product portfolio centers on coffee machines (koffieautomaten) divided into four main categories: bonen koffieautomaten (bean coffee machines including Passio Legato, Cadenza, Vivo, Comodo, Solista, Passio E, and Vivaci lines), instant koffieautomaten (instant coffee machines including Passio Presto, Tempo, Passio Solo/S/M/Largo, and Vivaci Vriesdroog), freshbrew koffieautomaten (freshbrew machines including TempoFresh Touch and PassioFresco), and cups koffieautomaten. These machines are complemented by a comprehensive range of accessories (melkmodules, koppenwarmers, onderkasten, waterfilters, cleaning products), beverages (coffee beans, instant coffee, tea varieties including Fairtrade English Melange and Earl Grey, soup, cacao, milk), and sustainable drinkware (reusable polypropylene cups, porcelain, glass). The company also offers water dispensers and taps, event solutions including mobile coffee bars and trailers, and complete coffee corner installations. Service offerings include rental/lease options, 60 months free maintenance with ingredient purchase, and personal regional coffee advisors. The portfolio follows a platform-plus-modules architecture where the core coffee machine platforms (Vivo, Cadenza, Passio, Tempo lines) serve as the foundation, with various models, accessories, and ingredients as add-on components.

Differentiator

Problem solved

Functional benefit

Products and services

• Passio Line Coffee Machines Fortune Coffee's proprietary Passio line of office coffee machines covering bean, instant, and freshbrew variants for workplaces from 20 to 100+ users.
• Cadenza Line Coffee Machines Premium bean coffee machines featuring Swiss Braumann Brewer technology, push-button or touchscreen operation, and A++/A+ energy ratings for offices of 20 to 100+ users.
• Vivo Line Coffee Machines Touchscreen bean coffee machines with multiple drink options (20+) and barista-quality milk frothing for cappuccino and latte macchiato, available in 7-inch and 10-inch configurations.
• Comodo Coffee Machine Bean coffee machine with distinctive design, 7-inch touchscreen, 2 or 3 container options, and energy label A+.
• TempoFresh & Tempo Line Machines Freshbrew and instant coffee machine lines producing authentic filter-style coffee and quick-dispensing instant coffee for workplaces.
• Koffiecorner (Complete Coffee Corner Solutions) Complete coffee corner bundle including machine, beverages, accessories, and ongoing service for businesses wanting a turnkey workplace coffee area.
• Coffee Machine Rental/Leasing Rental and leasing options for commercial coffee machines with monthly payments instead of upfront purchase, including delivery, installation, and ingredient supply.
• Water Dispensers and Water Taps Chilled and/or sparkling water dispensers and direct water taps for workplace hydration, complementing coffee machines.
• Coffee Ingredients (Beans, Instant, Freshbrew, Cups) Recurring supply of coffee beans, instant coffee, freshbrew coffee, and coffee pods/cups delivered to business customers by regional advisors based on consumption.
• Tea Products (Black, Green, Rooibos, Herbal) Tea assortment including Fairtrade-certified English Breakfast (Engelse Melange) and Earl Grey in compostable envelope bags, plus green, rooibos, and herbal teas for workplace use.
• Other Beverages (Soup, Cacao, Milk) Complementary workplace beverages including cup-a-soup, hot chocolate (cacao), and full-fat long-life milk variants.
• Coffee Machine Accessories (Milk Modules, Cup Warmers, Under Cabinets, Water Filters) Hardware accessories for coffee machines including milk modules for cappuccino/latte, cup warmers, under-cabinet storage, BRITA water filters, and water supply connections.
• Cleaning & Maintenance Consumables Cleaning and maintenance consumables for coffee machines including cleaning tablets, descaler, brushes, waste bags, and rinsing trays.
• Drinkware (Reusable Cups, Bamboo Thermos, Porcelain, Glass, Pitchers) Drinkware lineup including 100% recyclable polypropylene reusable cups, bamboo to-go thermos cups, porcelain cups/mugs/saucers, latte macchiato glasses, and beverage pitchers.
• Event Solutions (Mobile Coffee Bar, Retro Coffee Trailer) Mobile coffee solutions for events including a portable coffee-beker bar with bean, freeze-dry, and filter machines, and a retro coffee trailer with five machine options.
• Fortune Experience Center Physical experience center where prospective customers can discover and test Fortune Coffee machines, beverages, and complete coffee corner setups.

Quantifiable outcome

• Storing verholpen binnen 1 werkdag
• +1 more outcomes

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Partnerships

One partnership is on record.

• Vitens (Water Utility)minorOthersDuring water quality issues (e.g., boiling advisories in Utrecht), Fortune Coffee follows Vitens guidance to temporarily shut down machines and flush filters when water is safe again.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Keurig / Keurig Dr Pepper: Keurig Dr Pepper operates North America's dominant office coffee service business through Keurig, providing single-serve brewers and coffee/tea subscription services to workplaces, comparable to Fortune Coffee's office machine-plus-ingredient model though with very different geographic focus.
• JDE Professional: JDE Professional (Jacobs Douwe Egberts Professional) is a major Dutch-based B2B coffee service provider and the homegrown incumbent in the Netherlands office coffee market, offering broader brand coverage, scale, and integrated bean/coffee solutions versus Fortune Coffee's franchise model.
• Franke Coffee Systems: Franke Coffee Systems (formerly WMF Professional) is a major global supplier of fully automatic specialty coffee machines for offices and HoReCa, comparable to Fortune Coffee at the equipment-manufacturer level though with much greater scale and premium positioning.

Direct peers

• Selecta Group: Selecta is Europe's largest unattended coffee and refreshment solutions provider, operating workplace coffee machines, micro-markets, and beverage services across multiple countries, comparable to Fortune Coffee's office coffee/refreshment offering at significantly larger scale.
• Pelican Rouge: Pelican Rouge is a Netherlands-based office coffee service franchise operator offering coffee machines, beans, and workplace beverage solutions across the Benelux region, with the same franchise-driven go-to-market model as Fortune Coffee.
• 365° Coffee: 365° Coffee is a Netherlands-based workplace coffee specialist providing bean, freshbrew, and instant machines plus ingredient subscription services to Dutch offices, with a comparable B2B focus and product portfolio to Fortune Coffee.
• Nespresso Professional: Nespresso Professional (Nestlé) supplies premium coffee machines and capsules for workplaces, hotels, and restaurants globally, including the Netherlands, targeting the same premium office segment that Fortune Coffee's Vivo and Cadenza ranges address.
• Lavazza Professional: Lavazza Professional (formerly Lavazza Blue / Espresso Point) provides capsule and bean coffee systems for offices, hotels, and HoReCa across Europe, directly competing with Fortune Coffee in the Dutch office beverage segment with a stronger consumer brand.
• CoffeeFresh: CoffeeFresh is a Dutch B2B office coffee service company offering coffee machines, maintenance, and ingredient supply to businesses in the Netherlands, directly overlapping Fortune Coffee in product range, target customers, and home market.

Emerging players

• Evoca Group: Evoca Group owns commercial coffee machine brands including Necta, Wittenborg, and SGL, manufacturing the type of bean, freshbrew, and instant office coffee machines that Fortune Coffee distributes, making it an upstream technology peer in the office coffee value chain.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/fortunecoffeeNL
• Facebookfacebook.com/fortunecoffeeNL
• LinkedInlinkedin.com/company/fortunecoffeenl

Compliance2 records

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 Fortune Coffee