What Giesen Roasting Solutions does

Giesen Roasting Solutions is a privately held Dutch family-owned manufacturer of coffee roasting equipment, headquartered in Dinxperlo, Netherlands. The company traces its origins to 1988 and was redirected into coffee roaster manufacturing by founder Wilfred Giesen in 2006; it rebranded from Giesen Coffee Roasters to Giesen Roasting Solutions in April 2025 to reflect a broader solutions positioning. Giesen designs and builds specialty roasters (W1, W6, W15, W30, W15E, and the new Giesen 6 and Giesen 15), industrial roasters (W30A Pro, W45A Pro, W60A Pro, W140A Pro), and complementary equipment (silos, destoners, cyclones, green coffee conveyors, catalytic emission cleaners). Its technology stack combines precision-engineered hardware — including dual heat source capability (convection plus infrared conduction), integrated cyclones, modular design, and wireless tablet control — with a proprietary software ecosystem anchored by Giesen Profiler and the Giesen.Cloud (MyGiesen) platform, delivered via tiered subscriptions (Essential free, Starter €29/mo, Commercial €90/mo, Industrial €189/mo).

Giesen sells primarily through a global network of trained partners and distributors, supplemented by direct enterprise sales, a quote-based hardware model, a self-serve spare parts e-commerce store (giesen.store), and recurring service and maintenance subscriptions. Its go-to-market spans trade shows (World of Coffee, Interpack), brand ambassadors (including World Coffee Roasting Champion 2025 Mikaël Portannier, Willem Boot, and Jaime Duque), and content marketing. The company serves three core customer segments: boutique specialty coffee roasters, industrial-scale coffee producers (e.g., Dinzler, Brandzaak), and coffee shop roasteries. Giesen claims 30 million cups of coffee per day are roasted on its equipment worldwide, indicating a sizeable global installed base, although revenue, headcount, and financial figures are not publicly disclosed.

Name

Giesen Roasting Solutions

Legal name

Giesen Roasting Solutions

Website

https://giesen.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

51–100 employees

Short description

Giesen Roasting Solutions is a Dutch family-owned manufacturer of specialty and industrial coffee roasters and integrated roasting software, serving boutique roasteries, industrial coffee producers, and coffee shops through a global partner network.

Ownership category

akta.pro rank

Product category

Coffee Roasting Equipment

NAICS

Coffee and Tea Manufacturing (311920), Food Manufacturing (311)

SIC

Beverages (2080), Food And Kindred Products (2000)

akta.pro primary industry

RTD Coffee Production (Non-Dairy/Non-Alcoholic) (AFAFABAE)

akta.pro secondary industry

Plant-Based & Dairy Alternative Beverages (Oat, Almond, Soy, etc.) (CRADAHAM)

Keywords

• Coffee roasting equipment
• Specialty coffee roasters
• Industrial coffee roasters
• Roast profiling software
• Coffee production solutions

Headquarters

HQ city

Dinxperlo

HQ country

Netherlands

HQ region

Europe

Offices2 records

Markets served

GTM type

B2B

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Roaster Hardware Sales: Giesen's primary revenue stream from selling specialty and industrial coffee roasters. Products range from small-batch sample roasters (W1 series) to large-scale industrial roasters (W140A Pro). Hardware is sold directly and through a global partner network. Pricing is quote-based and not publicly disclosed.
2. Software Subscriptions (Profiler Tiers): Tiered subscription model for Giesen Profiler and Roast Planning software. Essential is free, Starter at €29/month, Commercial at €90/month, and Industrial at €189/month. Subscriptions unlock cloud storage, roast planning, cupping and quality control, custom reports, inventory management, ERP integrations, and API integrations.
3. Roasting Equipment Accessories: Sale of complementary equipment including destoners, external cyclones, green coffee conveyors (GCC), emission cleaning systems, and specialty silos for storing green and roasted coffee.
4. Spare Parts and Aftermarket: Spare parts available through the giesen.store online store, offering replacement components for all Giesen roaster models.
5. Service Subscriptions and Maintenance: Service subscription plans offering proactive maintenance, scheduled visits, discounts on parts, labor, and travel expenses. Plans are available for businesses of all sizes and can be tailored to specific needs.

Pricing tiers

Go-to-market motion3 records

Distribution channels5 records

Marketing channels7 records

Core offering

Giesen designs, manufactures, and sells specialty and industrial coffee roasting machines (sample roasters through large industrial units such as the W140A Pro), complementary roasting equipment (specialty silos, destoners, external cyclones, green coffee conveyors, catalytic emission cleaners), and proprietary software (Giesen Profiler, MyGiesen cloud platform, Roast Planning). Products are sold globally via direct enterprise sales and a trained partner/distributor network.

Product overview

Giesen Roasting Solutions is a Dutch company offering a portfolio of coffee roasting equipment across three tiers: (1) Specialty roasters — the Giesen 6 and Giesen 15 (new AI-assisted, cloud-connected successors to the W6A/W15A), the W15E electric roaster with dual heat sources, and the W1/W6/W15/W30 series for various batch sizes; (2) Industrial roasters — the W30A Pro, W45A Pro, W60A Pro, and W140A Pro for fully automated high-capacity production; and (3) Roasting equipment accessories including Specialty Silos, Destoner, External Cyclone, Green Coffee Conveyor, and Catalytic Emission Cleaner. The software ecosystem is anchored by Giesen Profiler (roast profiling with Essential/Starter/Commercial/Industrial tiers) and MyGiesen cloud dashboard, supplemented by Roast Planning and Roast Compare modules. The overall architecture is a platform-plus-modules model where hardware roasters are the core, complemented by software subscriptions and accessory equipment.

Differentiator

Problem solved

Functional benefit

Products and services

• Giesen 6 Compact specialty coffee roaster with 6 kg batch capacity and modular, cloud-connected design. Features AI-assisted controls, wireless tablet operation, integrated cyclone, and choice of pre-mix gas or 100% electric convection heating; targeted at specialty roasters.
• Giesen 15 Mid-sized specialty coffee roaster with dual heat source capability (convection and conduction) on the electric model. Modular, cloud-connected, AI-assisted, and wirelessly controllable via tablet.
• W15E Fully electric specialty roaster with 15 kg max batch that combines hot air convection and infrared panels for separate control of conduction and convection heating. Designed for medium-sized enterprises seeking sustainability without compromising precision.
• W1 series Entry-level sample roaster series from Giesen's specialty roaster lineup, designed for small-batch roasting and sampling.
• W6 series Specialty roaster series with 6 kg batch capacity and up to 24 kg/hour throughput. Offers gas (W6A) and electric (W6E) models with full manual and automatic roasting control, including a W6A Pro variant.
• W15 series Specialty roaster series with approximately 15 kg batch capacity, positioned between the W6 and industrial series.
• W30 series Specialty roaster series with approximately 30 kg batch capacity, bridging specialty and industrial scale roasting.
• W30A Pro Fully automated industrial roaster handling the complete roasting cycle from start to finish with minimal operator intervention, designed for consistency, efficiency, and scale.
• W45A Pro Fully automated high-capacity industrial roaster for large-scale consistent production that automates every phase from loading to cooling.
• W60A Pro Fully automated high-capacity industrial roaster designed for regular large-scale production with reliability, repeatability, and total process control.
• W140A Pro Largest roaster in the Giesen catalog, built for industrial operations demanding uncompromising performance and combining precision engineering with advanced automation for consistent high-quality results at scale.
• WPE1 / WPG1 Sample Roasters Sample roasters for testing and roasting small samples of coffee, including the WPE1 (electric) and WPG1 models.
• Specialty Silos Modular storage silos for green and roasted coffee beans, available in 1, 2, or 3 segment configurations with vacuum transport, sight glasses, customizable RAL colors, and integration with Giesen Profiler.
• Destoner Equipment that removes stones and foreign objects from roasted coffee beans to ensure clean, consistent quality.
• External Cyclone External cyclone system integrated into roasters for chaff collection and cleaner operation.
• Green Coffee Conveyor (GCC) Automated conveyor system for transporting green coffee beans into the roaster, eliminating manual lifting.
• Catalytic Emission Cleaner (CEC) Emission cleaning system for reducing environmental impact and ensuring fresh air in the roasting environment.
• Giesen Profiler Roast profiling software with four subscription tiers: Essential (free), Starter (€29/month, cloud storage and 2 users), Commercial (€90/month, roast planning, cupping, custom reports, inventory, unlimited users), and Industrial (€189/month, ERP integrations, API, Shopify/Odoo add-ons). The Profiler Viewer is offered at no cost.
• MyGiesen Cloud Platform Cloud-based dashboard platform integrating Giesen software products (Inventory, Profiles, Roasts, Planning, Live monitoring, roaster overview) accessible from any device.
• Roast Planning Subscription-based planning tool that synchronizes scheduled roasts between office planning software and the roaster's Profiler, linking each roast to a profile for automated execution.

Quantifiable outcome

• 30 million cups of coffee per day are roasted with Giesen equipment
• +2 more outcomes

Named customers6 records

Segments3 records

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration2 records

AI capability3 records

Feature8 records

Partnerships

Three partnerships are on record, tiered core.

• Mikaël PortanniercoreOthers · 1 January 2025Mikaël Portannier, freshly crowned World Coffee Roasting Champion 2025, officially joined Giesen as an ambassador for production roasters. His expertise in roasting excellence aligns with Giesen's commitment to precision and quality.
• Willem BootcoreOthersWillem Boot is a globally respected coffee consultant, Q-grader, and founder of Boot Coffee. Known for extensive expertise in roasting and origin development, Willem brings decades of industry knowledge to the Giesen community, bridging craftsmanship, science, and innovation. Serves as a brand ambassador for Giesen.
• Jaime DuquecoreOthersJaime Duque is a respected Colombian coffee expert known for his knowledge from crop to cup and his work at an experience center in the Latin American coffee region. Serves as a brand ambassador representing Giesen in the LATAM coffee community.

Scale indicators3 records

Recent moves9 records

Expansion highlights5 records

Direct peers

• Toper: Toper is a Turkish manufacturer of coffee roasters spanning small sample units to large industrial machines. Directly comparable across the full specialty-to-industrial spectrum that Giesen serves.
• Diedrich Manufacturing: Diedrich is a US-based manufacturer of specialty coffee roasters widely used by boutique coffee roasters. Directly comparable to Giesen's specialty lineup (W6, W15 series) in target customer and product category.
• Has Garanti: Has Garanti is a Turkish manufacturer of coffee roasters covering sample, specialty, and industrial capacities. Directly comparable to Giesen's full product range, particularly the industrial roaster tier.
• Loring Smart Roast: Loring manufactures energy-efficient, low-emission coffee roasters popular with specialty roasters seeking sustainability. Directly comparable to Giesen's electric W15E and Giesen 6/15 offerings on sustainability positioning and specialty customer base.
• Petroncini: Petroncini is an Italian maker of industrial coffee roasting plants and turnkey factory solutions. Directly comparable to Giesen's W45A Pro, W60A Pro, and W140A Pro industrial lineup and end-to-end plant solutions.
• Probat: Probat is a German-based global leader in coffee processing and roasting equipment, ranging from sample roasters to large industrial systems. Direct competitor to Giesen across both specialty and industrial coffee roasting segments, with a much larger global footprint.

Emerging players

• Cropster: Cropster provides roast profiling, inventory, and ERP software for coffee professionals, integrating with multiple roaster brands. Comparable to Giesen Profiler and MyGiesen cloud platform on roast data management and SaaS positioning, though Cropster is hardware-agnostic.
• IKAWA Pro: IKAWA Pro makes sample coffee roasters used by green coffee buyers, Q-graders, and specialty roasters. Comparable to Giesen's W1 sample roaster lineup in target use case and specialty coffee customer segment.
• Aillio: Aillio is a maker of the Bullet R1 sample/small-batch electric roaster popular with specialty professionals. Comparable to Giesen's W1 sample roaster and W6/W15 specialty series in target customer, though focused on the smallest-batch segment.

Broad incumbents

• Bühler Group: Bühler is a Swiss-based global technology group providing food processing equipment at industrial scale, including coffee handling and roasting solutions. Comparable as a much larger incumbent in industrial coffee processing, though Bühler operates across many adjacent food segments beyond coffee roasting.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/giesen-roasting-solutions

Compliance3 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles3 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 Giesen Roasting Solutions