ANALYSIS: ALL I WANT FOR CHRISTMAS Home Appliances
De’Longhi redefines the high-end coffee market as bean-to-cup machine sales soar
Retail is getting a caffeine injection as De’Longhi launches the fully automatic Rivelia. Steve May travels to the brand’s coffee campus in Treviso, Italy, to learn more…
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e’re in Treviso, Italy, home of De’Longhi, to meet the Rivelia – the brand’s first fully automatic bean-to-cup coffee maker. “People are investing in their coffee experience much, much more,” Paolo Negri, De’Longhi Product
Marketing Director, tells ERT. “The bean-to-cup category is growing fast as people appreciate the importance of the freshness of their beans.” Designed for consumers discovering the finer aspects of coffee, the Rivelia doesn’t just brew, it aims to elevate the entire coffee experience. The Rivelia comes with a slew of advanced features. One is the Bean Switch system, featuring two 250g bean hoppers. This allows users to seamlessly switch between different types of beans, catering to a diverse range of coffee preferences, from robust blends to milder roasts or even decaf options. The coffee machine market has certainly perked up. Sales of
espresso machines accelerated dramatically in 2020, as people looked to invest in home appliances during the pandemic. Fully automatic machines in particular boomed, claiming 61.6 per cent of the global market. In 2022, fully automatic machines accounted for 62.5 per cent of the worldwide market. When it comes to market share, De’Longhi is the clear leader. In 2022 it dominated with a 31.1 per cent slice of the coffee pot. However, this hasn’t always been the case. The brand launched in 1984, but its coffee journey didn’t begin until 2004, when it partnered with Nespresso. “Coffee is no longer a simple
morning drink to wake up to,” explains Mr Negri. “It has evolved as an out of home social experience, with the rise of coffee shops, and more recently through a greater awareness of coffee itself. “This third wave has brought about a more refined understanding of coffee, opening up a whole new world of varieties, aromas, and sensorial profiles, roasting and brewing.”
This creates huge opportunities at retail, says Mr Negri. With a fully automatic product, dealers can counter consumer concerns about the perceived complexity of high-end coffee machines. The Rivelia boasts a bright colour touch screen, coupled with 16 one- touch drink options presented in a conversational style, so users can easily navigate the machine’s capabilities. It takes personalisation to the next level with its User Profiles feature. Owners can create and name up to four profiles, allowing the machine to learn individual preferences, such as cup size and intensity, and drinking preferences based on the time of day. Through smart learning, or what De’Longhi calls ‘Bean Adapt technology’, the Rivelia alters its menu based on the time of day, making it a true companion in any daily coffee routine. Beyond functionality, the Rivelia is a testament to De’Longhi’s commitment to design excellence. Despite its substantial footprint, the machine boasts a contemporary design with soft angles and a premium matte finish. The colour options – Grey, White, Black, and Beige – provide users with choices to match their kitchen aesthetics. “Interest in high end kitchen appliances is riding a general boom
in premium products, be they super large screen TVs, premium smartphones or robot vacuum cleaners,” says Mr Negri. “Increasingly, buyers are willing to spend on designer objects and they want their everyday appliances to be decor elements that are multi-functional and hassle-free.”
While the Rivelia is a dramatic example of the brand’s dedication
to coffee, it’s worth noting that De’Longhi has a rich history that goes beyond coffee machines. In recent years, the company has expanded into kettles and toasters. Acquiring the perpetual licence of the Braun brand in 2012 and Capital Brands (known for Nutribullet) in 2020, the company is now a formidable player in the blender business. It’s an impressive tour of the De’Longhi production line. For all their easy sophistication, its machines are hugely complex and expertly crafted. Every model goes through rigorous quality testing. “We design with love,” says Dario Grasselli, De’Longhi’s Design
Director. “It’s how we approached the Rivelia.” It’s not just a coffee machine, it’s an emotional promise, he says.
November 2023
ertonline.co.uk
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