Germany will be the boutique café group’s fourth new market this year, following debuts in Bahrain, Malaysia and South Africa
The interior of EL&N’s store at the Piazza del Liberty in Milan, Italy | Photo credit: imen
EL&N will open make its Germany debut with an outlet in Dusseldorf on 14 September 2023.
The 33-store boutique café group currently operates 16 outlets in Europe, with 12 stores in the UK and two sites in each of France and Italy.
The German outlet, located on the high-footfall Schadowstraße shopping street, also represents EL&N’s fourth new market this year, following its debuts in Bahrain, Malaysia and South Africa.
The total German branded coffee shop market currently comprises 6,800 outlets, making it the second largest in terms of outlets across Europe behind the UK. World Coffee Portal research forecasts the market will exceed 7,000 outlets by 2028.
Founded in London in 2017, EL&N also operates stores across Saudi Arabia, the UAE, Kuwait and Qatar.
EL&N is reportedly seeking new investment to accelerate its international outlet expansion as it seeks to reach 200 stores within five years.
The café group is expected to launch in India this year after signing a franchise agreement with Mumbai-based Reliance Brands. Additionally, EL&N is set to expand its presence at international travel hubs via a partnership with Paris-based Lagardère Travel Retail.