OPTION O LTD
- Company typePrivate
- Founded2016
- HeadquartersMelbourne, Australia
- Headcount—
- GTM typeB2C
- OfferingHardware or Manufacturing
OPTION O LTD firmographics
Firmographics- 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
OPTION O LTD industry classification
Industry- 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
Where OPTION O LTD is headquartered
LocationHeadquarters
- HQ city
- Melbourne
- HQ country
- Australia
- HQ region
- Oceania
Offices3 records
Markets served
OPTION O LTD business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Operations, Personnel, Technology or R&D, Marketing or Sales, Infrastructure
Revenue model
- 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
| Model | Billing | Price |
|---|---|---|
| One time/ perpetual license | Pay-as-you-go | Multiple grinder models at different price points |
Go-to-market motion4 records
Distribution channels2 records
Marketing channels5 records
OPTION O LTD product offering
Product offeringCore 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
Companies that use OPTION O LTD
Customer profileSegments3 records
Ideal customer profiles2 records
OPTION O LTD technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature5 records
OPTION O LTD partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core and flagship.
- Authorised Global DistributorscoreNetwork 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 CupflagshipOPTION-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 CupcoreOPTION-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
OPTION O LTD competitors and assessment
Company assessmentBroad 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
OPTION O LTD social profiles
Digital presenceOPTION O LTD financial estimates
Financial estimateRevenue estimate
Valuation estimate
OPTION O LTD leadership team
Management profileNumber of profiles
Profiles1 record
OPTION O LTD funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
OPTION O LTD M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about OPTION O LTD
What does OPTION O LTD do?
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.
Is OPTION O LTD a public or private company?
OPTION O LTD is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was OPTION O LTD founded?
OPTION O LTD was founded in 2016.
Where is OPTION O LTD based?
OPTION O LTD is headquartered in Melbourne, Australia, in the Oceania region.
How does OPTION O LTD make money?
One revenue line is on record: coffee Grinder Sales.
Who are OPTION O LTD's main competitors?
Broad incumbents on record are La Marzocco and Eureka. Direct peers are Comandante, Fellow Products, Baratza, Weber Workshops, Niche Coffee and Mahlkonig.
Does OPTION O LTD have an API?
No public API is recorded for OPTION O LTD.
What industry is OPTION O LTD in?
OPTION O LTD's product category is Specialty Coffee Grinders. Its primary akta.pro industry code is CRACADAC, Coffee, Espresso & Tea Appliances Retail. Its NAICS code is 33521.