What JURA Elektroapparate AG does

JURA Elektroapparate AG is a Swiss privately-held company founded in 1931 and headquartered in Niederbuchsiten, Canton Solothurn, that designs and manufactures premium automatic bean-to-cup coffee machines for both household consumers and professional/B2B environments such as offices, hospitality, healthcare, and retail. The product portfolio is organized into two main segments — household machines (Z10 flagship, E10, J10 twin, E8 best-seller) and professional machines (X10c, GIGA X3c/X3, WE8) — all built around proprietary technologies including the P.E.P.© Pulse Extraction Process, variable brewing units manufactured to hundredth-millimeter tolerances with 100% inspection, cold extraction and sweet foam systems, and the J.O.E.© smartphone connectivity app. The company monetizes primarily through hardware sales (premium pricing, selective distribution), supplemented by recurring revenue from CLARIS water filters, cleaning consumables, spare parts, coffee beans from its in-house roastery, and fee-based service through its Service Factory and authorized partners. Go-to-market combines authorized specialist dealers (Fachhandelspartner), Professional Competence Centers, premium retail shop-in-shops (Harrods London, Loeb Bern), direct e-commerce for Switzerland and Liechtenstein, and a digital consultation layer (JURA LIVE). Operations span approximately 50 countries via subsidiaries including JURA Vertrieb (Schweiz) AG and JURA Products Ltd. (UK), supported by 70 R&D engineers across Switzerland, Estonia, Poland, and Malaysia, with brand positioning anchored by the Roger Federer partnership since 2006.

Name

JURA Elektroapparate AG

Legal name

JURA Elektroapparate AG

Website

https://ch.jura.com

Company type

Private

Founded year

1931

Operating status

Operating

Headcount range

101–250 employees

Short description

JURA Elektroapparate AG is a Swiss private manufacturer (founded 1931, ~201 employees) of premium automatic bean-to-cup coffee machines serving household consumers and professional/B2B markets across approximately 50 countries via authorized dealers, e-commerce, and premium retail.

Ownership category

akta.pro rank

Product category

Automatic Coffee Machines

NAICS

Commercial and Service Industry Machinery Manufacturing (33331), Coffee and Tea Manufacturing (311920)

SIC

Wholesale-Professional & Commercial Equipment & Supplies (5040), Food And Kindred Products (2000)

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

akta.pro secondary industry

Coffee (Roasted, Ground, Whole Bean) (CRADAHAG)

Keywords

• Automatic coffee machines
• Bean-to-cup espresso machines
• Professional coffee systems
• Premium coffee equipment
• Coffee machine accessories

Headquarters

HQ city

Niederbuchsiten

HQ country

Switzerland

HQ region

Europe

Offices4 records

Markets served

GTM type

B2B and B2C

Offering type

Hardware or Manufacturing

Cost components

Personnel, Operations, Technology or R&D, Marketing or Sales, Supply Chain, Infrastructure

Revenue model

1. Coffee Machine Hardware Sales: JURA's primary revenue stream comes from selling premium automatic coffee bean-to-cup machines. Products are sold through authorized dealers, direct e-commerce, and professional channels. Pricing positions JURA in the premium and luxury segment.
2. Accessories and Consumables: Revenue from water filters (CLARIS), cleaning tablets, descaling tablets, care products, coffee cups and accessories, and spare parts. These represent recurring revenue opportunities tied to the installed machine base.
3. Coffee Sales (In-House Roastery): JURA operates its own coffee roastery and sells branded coffee beans. The company produces coffee from its own roastery as well as featuring partner roasters like Blaser Café in Bern.
4. Service and Repair Services: JURA operates Service Factories offering repair, maintenance, and hospitality services. The 'Glass Service Factory' at headquarters and authorized service stations worldwide provide fee-based service including 2-hour, half-day, and full-day service options, plus 24/7 emergency service.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels8 records

Core offering

JURA Elektroapparate AG designs, manufactures, and sells premium Swiss-engineered automatic bean-to-cup coffee machines for both household and professional use. The company operates an integrated ecosystem around its machines, including an in-house coffee roastery, consumables (filters, cleaning tablets), accessories, a smartphone application (J.O.E.), and Service Factory maintenance/repair operations. Revenue is anchored in hardware sales complemented by recurring accessory/consumable revenue and paid service work.

Product overview

JURA Elektroapparate AG is a Swiss company specializing in automatic coffee machines. The product portfolio is organized into two main segments: Household (Z10, E10, J10 twin, E8) and Professional (X10c, GIGA X3c/X3, WE8) coffee machines. These are complemented by the ONO-Welt specialty coffee concept, proprietary JURA Coffee App for remote machine control, and an ecosystem of services including the JURAworld of Coffee visitor center, JURA LIVE online consultation, the Service-Fabrik maintenance facility, Online Academy training portal, and JURA Coffee Academy for partner education. JURA also offers its own roasted coffee beans from the in-house roastery. The machines feature proprietary technologies including the Puls-Extraktionsprozess (P.E.P.) for optimized extraction and variable brewing units manufactured to Swiss watchmaking precision standards.

Differentiator

Problem solved

Functional benefit

Brands

• JURAworld of Coffee: Visitor center showcasing the world of coffee, featuring an experiential exhibition about coffee history and the brand's journey.
• J.O.E.®
• JURA Coffee Academy
• JURA LIVE

Products and services

• Z10 Flagship household automatic coffee machine offering 51 coffee specialties across four enjoyment worlds (Hot, Cold, Light, Sweet) with a 4.3-inch color display and wave-design aesthetic, designed for premium home consumers.
• E10 Household automatic coffee machine with four enjoyment worlds and new technology for the coffee experience, targeted at premium home consumers seeking variety.
• J10 twin Premium household automatic coffee machine featuring two precision grinders for preparing two different coffee varieties simultaneously, with Night Chrome design elements, targeted at affluent home consumers.
• E8 Fifth generation best-selling household automatic coffee machine with three enjoyment worlds (Hot Brew, Light Brew, Sweet Foam) and Light Extraction Process for ready-to-drink specialties.
• X10c Professional-grade automatic coffee machine with 34 coffee specialties including 8 cold-extracted options, P.A.G.2+ grinder, and fixed water connection for continuous fresh water supply, targeted at offices, hospitality, and gastronomy.
• GIGA X3c/X3 Professional automatic coffee machine available with fixed water connection or large water tank for flexible installation, designed for high-volume office and hospitality environments.
• WE8 Compact professional automatic coffee machine ideal for small offices and businesses, delivering approximately 25 cups daily with a variety of specialty coffee options.
• JURA Coffee (House Blend) Branded coffee beans roasted in JURA's own in-house roastery, optimized for JURA coffee machines. Sold directly to consumers and through dealers.
• ONO-Welt JURA's specialty coffee concept and product line under the ONO brand, positioned as a specialty coffee offering.
• Service-Fabrik (Service Factory) Glass-enclosed service facility at JURA headquarters offering paid maintenance, repair, and refurbishment services with 2-hour, half-day, and full-day service options plus 24/7 emergency service, also supported by authorized service stations worldwide.
• JURA LIVE Personal online consultation service featuring live product demonstrations by JURA specialists, provided as a buying advisory resource for prospective customers.
• JURAworld of Coffee Visitor center at JURA headquarters offering interactive exhibitions about coffee history, production, and the JURA brand experience, open to the public since 2006.
• JURA Coffee App (J.O.E.®) Smartphone application for programming, statistics, and remote control of JURA coffee machines, including monitoring of device parameters such as filter replacement schedules.

Quantifiable outcome

• JURA machines last 50% longer than industry average (9 years vs 6 years per Consumentenbond 2021 study)
• +2 more outcomes

Named customers5 records

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration3 records

AI capability1 record

Feature6 records

Partnerships

Two partnerships are on record, tiered core and minor.

• Roger FederercoreGTM or Marketing PartnerTennis legend Roger Federer has served as JURA brand ambassador since 2006. He embodies JURA's core brand values: Swiss heritage, precision, elegance, performance, and continuous innovation. Federer purchased a JURA machine before the partnership began and appreciates the aesthetic design, intuitive operation, and coffee quality.
• Kiepe Electric Schweiz AGminorStrategic or Co-development PartnerExternal training partner for Automatiker (automation technician) apprentices at JURA. Apprentices rotate through Kiepe Electric as part of their four-year training program alongside internal JURA departments.

Scale indicators6 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• Nespresso (Nestlé): Global premium at-home coffee brand producing capsule machines and Vertuo systems, plus a growing range of Vertuo and Creatista bean-to-cup offerings. Competes directly with JURA for premium household occasions and uses a comparable selective-distribution + brand-experience model.
• De'Longhi: Italian manufacturer of premium bean-to-cup automatic coffee machines (Dedica, Maestosa, Dinamica series) for households and professional use. Closest direct competitor to JURA in the super-automatic premium segment with overlapping product, dealer, and target-customer model.
• Philips (Saeco): Philips and its Saeco sub-brand sell a wide range of super-automatic espresso machines (Series 1200–5500, Xelsis) targeting households and small offices. Directly comparable product range, channel structure, and pricing tiers to JURA's household and WE-class professional offerings.
• Melitta: German family-owned coffee company offering Barista and EP line super-automatic bean-to-cup machines plus filter coffee systems. Competes with JURA across both household and small-office segments, particularly in DACH markets where both brands are strongly distributed.
• Rancilio Group (Egro): Italian professional espresso machine maker (Rancilio Classe) plus the Egro super-automatic line for offices and HoReCa. Direct competitor in the professional/B2B segment where JURA sells X10c, GIGA, and WE8 machines.
• Breville: Australian premium small-appliance maker (Breville/ Sage) with a strong super-automatic line (Barista Express Impress, Oracle) and growing professional presence. Directly comparable premium positioning, design-led branding, and bean-to-cup technology approach.

Broad incumbents

• Miele: German premium appliance maker offering CM series super-automatic coffee machines alongside full kitchens, laundry, and floorcare. Comparable premium positioning and dealer-led model, but coffee is one of many categories rather than JURA's single focus.
• BSH Hausgeräte (Bosch / Siemens): BSH sells Bosch and Siemens super-automatic coffee machines (VeroCafe, EQ. series) as part of a broader built-in kitchen appliance portfolio. Overlaps with JURA in households but is a broad incumbent, not a coffee-specialist, and competes mainly at mid-tier price points.

Others

• Thermomix (Vorwerk): Direct-selling premium kitchen appliance brand whose Thermomix TM6 integrates grinding and brewing functions. Thematically adjacent as a premium, experience-driven kitchen appliance with selective distribution — but not a direct competitor in dedicated super-automatic coffee.

Regional players

• La Marzocco: Italian prosumer and professional espresso machine maker (Linea Mini, Leva, KB90) focused on specialty coffee shops and high-end homes. Comparable premium craftsmanship narrative to JURA, though product format (traditional lever/semi-automatic) differs; competes for the same high-end consumer.

Market position

Strengths5 records

Weaknesses4 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• YouTubeyoutube.com/user/juraworldofcoffee
• Facebookfacebook.com/juracoffeeCH
• LinkedInlinkedin.com/company/jura-elektroapparate-ag
• Instagraminstagram.com/jura_coffee

Compliance2 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries2 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 JURA Elektroapparate AG