OPTION O LTD

Name

OPTION O LTD

Legal name

OPTION-O INC.

Website

https://option-o.com

Company type

Private

Founded year

2016

Operating status

Operating

Ownership category

akta.pro rank

Product category

Specialty Coffee Grinders

NAICS

Small Electrical Appliance Manufacturing (33521), Small Electrical Appliance Manufacturing (335210)

akta.pro primary industry

Coffee, Espresso & Tea Appliances Retail (CRACADAC)

Keywords

• Specialty coffee grinders
• Single-dose grinders
• Flat burr grinders
• Conical burr grinders
• Coffee equipment manufacturing

Headquarters

HQ city

Melbourne

HQ country

Australia

HQ region

Oceania

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Coffee Grinder Sales: One-time purchase revenue from precision single-dose coffee grinders. Products sold directly through e-commerce and authorised distributors globally. Built-to-order model with standard lead times.

Pricing tiers

Go-to-market motion4 records

Distribution channels2 records

Marketing channels5 records

Core offering

OPTION-O designs, engineers, and manufactures a line of specialty electric coffee grinders under the LAGOM family, featuring single-dose and dual geometry grinding systems, along with proprietary burrs and the Preliminary Crushing System (PCS). The grinders are produced in the company's own workshop in Shenzhen, China and sold direct-to-consumer worldwide through option-o.com and an authorised distributor network.

Product overview

OPTION-O is a specialty coffee grinder company offering a unified product line called LAGOM. The portfolio includes flat burr grinders (LAGOM 01, P100, P80, P64), a conical burr grinder for home use (LAGOM Casa), and a compact electric grinder (LAGOM mini 2). Select models feature proprietary technologies including the Dual Geometry Grinding System (GDS) and Preliminary Crushing System (PCS). The company also offers Mizen Burrs as replacement accessories. All products are wholly designed, developed, and owned by OPTION-O, manufactured in their Shenzhen workshop.

Differentiator

Problem solved

Functional benefit

Brands

• LAGOM: LAGOM is the product line brand for OPTION-O's precision single-dose coffee grinders, including models such as LAGOM GDS, LAGOM 01, LAGOM P100, LAGOM P80, LAGOM P64, LAGOM Casa, and LAGOM mini 2.
• Mizen Burrs
• Preliminary Crushing System (PCS)

Products and services

• LAGOM GDS Specialty coffee grinder with a Dual Geometry Grinding System (GDS) that enables users to switch between flat and conical burr configurations, targeted at home baristas and competition brewers seeking versatility in a single machine.
• LAGOM 01 Premium flat-burr single-dose electric coffee grinder designed for home baristas and small-batch specialty coffee preparation.
• LAGOM P100 Flat-burr electric coffee grinder positioned for specialty coffee preparation with a focus on grind consistency and clarity of flavour.
• LAGOM P80 Flat-burr electric coffee grinder targeting specialty coffee enthusiasts who want single-dose grinding with a defined particle distribution.
• LAGOM P64 Compact flat-burr electric coffee grinder designed for single-dose specialty coffee preparation, suited to home baristas with limited counter space.
• LAGOM Casa Conical-burr single-dose electric coffee grinder designed for filter coffee preparation, targeted at home baristas and specialty cafes.
• LAGOM mini 2 Compact electric single-dose coffee grinder designed for portability and small-batch specialty brewing at home or on the move.
• Mizen Burrs Proprietary replacement and upgrade burr sets designed for LAGOM grinders, sold separately to extend or modify grinder performance.

Quantifiable outcome

• Burr seats machined to ±0.01 mm tolerance for precision alignment

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature5 records

Partnerships

Three partnerships are on record, tiered core and flagship.

• Authorised Global DistributorscoreChannel Partner/ Reseller/ DistributorNetwork of authorised distributors across Americas, Asia, Europe, Middle East, and Oceania. Distributors reflect OPTION-O's values of quality, integrity, and dedication to specialty coffee. Contact: [email protected]
• World Brewers CupflagshipStrategic or Co-development PartnerOPTION-O is the official qualified filter grinder of the World Brewers Cup 2026-2029, with the LAGOM 01 as the designated competition grinder. Company participates in competition circuit and supports event coordination.
• Australian Brewers CupcoreStrategic or Co-development PartnerOPTION-O supports Australian Brewers Cup competitions, integrating with the specialty coffee competition community at regional level.

Scale indicators2 records

Recent moves7 records

Expansion highlights5 records

Broad incumbents

• La Marzocco: La Marzocco is a premium espresso machine incumbent with deep penetration in specialty cafes globally. Adjacent in the same specialty-coffee end customer and competition ecosystem (intersecting at World Brewers Cup) though focused on espresso machines rather than grinders.
• Eureka: Eureka (part of the Simonelli Group) makes Mignon home and larger commercial grinders aimed at small cafes. Overlaps with OPTION-O's commercial/cafe positioning but serves a broader mid-market and is positioned more as a brewer-facing incumbent.

Direct peers

• Comandante: Comandante makes the C40 hand grinder, a specialty-coffee icon with premium burr craftsmanship. Adjacent peer in the specialty grinders category, though manual rather than electric; shares design-led DTC positioning and engagement with competition baristas.
• Fellow Products: Fellow Products designs and sells premium consumer coffee equipment including the Ode Gen 2 single-dose grinder, Aiden brewer, and Stagg kettles. The closest direct competitor to OPTION-O in the DTC specialty-coffee grinders and kettles category with similar precision-focused positioning and community-led brand.
• Baratza: Baratza is a long-established US specialty coffee grinder brand offering the Encore, Vario, and Forte lines for home and prosumer. Direct overlap in burr grinder product category across multiple price tiers, though Baratza's range starts at lower entry price points.
• Weber Workshops: Weber Workshops builds the EG-1, a precision flat-burr single-dose grinder positioned at the top of the home market. Direct overlap with OPTION-O's LAGOM flat-burr flagship models on precision tolerances, premium materials, and collector/competition audience.
• Niche Coffee: Niche Coffee manufactures the Niche Zero and Niche Duo single-dose grinders for home and light-commercial use. Highly comparable product concept (single-dose home grinder), DTC-first model, and premium positioning in the same specialty market segment.
• Mahlkonig: Mahlkonig (Hamburg, Germany) manufactures the EK43 and E80 reference grinders widely used in specialty cafes and competition circuits. Comparable burr technology and precision credentials, though positioned more heavily on commercial and competition cafe segments rather than home DTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/option_o.coffee

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 OPTION O LTD