Eversys' new Dubai office features a product showroom and experience lab: Photo credit: Eversys SA

Switzerland’s Eversys has opened a regional office in Dubai, UAE, to boost engagement with its customers across the Middle East, India and North Africa (MEIA) region.  
 

The De-Longhi-owned super automatic espresso machine manufacturer said consumers across the region are increasingly receptive to ‘fast-evolving out-of-home coffee concepts’.
 

Regional Business Development Director Federico Ortile said the new Dubai Downtown site, which features an Eversys showroom and experience lab, will become a ‘point of reference’ to boost local interaction with and knowledge of specialty coffee. 
 

“We chose Dubai as it has a vibrant business ecosystem and is an ideal hub to support the regional coffee community,” he said. 
 

Eversys expects year-on-year sales growth of over 50% for 2022, exceeding CHF 100m ($106m) turnover for the first time.   
 

The company is partnering with US coffee chain Starbucks to manufacture a new automated cold brew coffee machine. Eversys said large quantities of the new machines will be built in its Sierre-based factory and delivered to the US from the start of 2024. 
 

Industry leaders surveyed by World Coffee Portal believe growth in the speciality coffee is currently the most important consumer trend in the Middle East, where prominent brands, including Japan’s % Arabica, France’s Café Kitsuné, and the UK’s EL&N, have all gained footholds.