| Germany

Bellezza Espresso joins the VEA group of brands

Bellezza joins the Carimali, Elektra and Heylo coffee machine brands under the VEA umbrella, with aspirations to take a greater share of the premium domestic espresso machine market

Bellezza is seeking to grow its share of the global premium home espresso machine market | Photo credit: VEA 

German prosumer espresso machine brand, Belizza, is aspiring to become a leader in the premium home coffee machine segment after joining the VEA group of brands.
In a press release, VEA said Bellezza has an ‘aggressive international expansion plan’ to grow from its current market base in Europe, North America, and Australia.
Bellezza joins the Carimali, Elektra and Heylo coffee machine brands operated under the VEA umbrella. The company’s founder Alexander Loesch will spearhead the company's future innovations as Research and Development Manager.
Meanwhile, Ariele Guaschino will head a new team based in Italy as Sales and Marketing Manager. Birgit Loesch will continue developing the DAC region to further Bellezza's success in Germany.
Bellezza Espressomaschinen GmbH was founded in 1975. According to its website, the brand has been ‘close partners’ with prominent espresso machine manufacturers Brasilia, Electra, Wega, and Rancilio over the years and has gained long-term experience in the development of high-end espresso machines.
Sales of premium home espresso machines have rocketed over the last 18 months as consumers adopted new home coffee rituals during the pandemic. Highlighting the trend, home appliance manufacturer De’ Longhi Group reported an ‘extremely favourable’ 2021 partially driven double-digit growth in its coffee machine segment.
Iconic Italian coffee machine manufacturer, La Marzocco, also credited the home coffee boom with a 60% rise in revenues during 2021.
In July 2021, US home bean-to-cup machine manufacturer Spin attained $20m to scale its business.

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