Another one! Lavazza acquires well-known coffee brands to expand the market

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Recently, Lavazza said it had offered to buy French coffee seller MaxiCoffee and offered an attractive deal, but did not disclose its finances or details, according to the US investment research institute. It is understood that the acquisition is used to consolidate its position in France and to strengthen Lavazza's position in France and in the field of e-commerce.

Lavazza Coffee is a century-old high-quality coffee in Italy, born in Turin, Italy in 1895, the founder-Luigi Lavazza, the brand has a history of more than 120 years. LAVAZZA, which spans the whole century, has a strong Italian traditional color and is sold in more than 80 countries around the world, accounting for 45% of the global market. In LAVAZZA, you can enjoy not only mellow, full-bodied espresso, but also light Italian meals, Italian ice cream and juice drinks to choose from.

In 2020, Lavazza formed a joint venture with Yum China to operate Lavazza coffee shops in China. Subsequently, Lavazza's first coffee flagship store outside Italy opened in Shanghai, with a large area of blue, white and gold, with Italian elements such as marble, brass and glass mirrors, with luxury and premium feeling in simplicity.

It is said that coming to Lavazza Zza is not only drinking coffee, but also enjoying the Italian-style art space. With its high-quality coffee, innovative cuisine and immersive Italian cultural atmosphere, LAVAZZA coffee shop has quickly won the favor of the industry and consumers. It has opened 78 stores in China for more than two years, and aims to open 1000 stores in China by 2025.

Maxicoffee, which was founded in 2007 and currently employs about 1500 people, is a French coffee brand mainly sold online. It is also the number one retailer of coffee beans and appliances online in France. It provides services to customers through an e-commerce platform with more than 8000 brands, more than 8000 products and 60 outlets across France. Among them, the utensils are manual and automatic coffee machines, hand-made pots, mocha pots, etc., coffee beans intentionally mixed with coffee beans, hand-made coffee beans, flavor coffee beans, raw beans that need to be roasted by themselves.

Lavazza Group has proposed to acquire 100% equity of MaxiCoffee in order to provide better services to customers and strengthen its influence in the e-commerce field through this e-commerce platform. Maxicoffee said on its website: Lavazza was chosen because it has more than 120 years of experience and is an innovative brand in the coffee industry. Globally, Lavazza is synonymous with the real Italian espresso concept and is the current market leader in product quality.

Antonio Baravalle, chief executive of Lavazza, said in a statement: "this acquisition of MaxiCoffee is part of our international development strategy. It will maintain its image as a multi-brand ecommerce platform and remain independent. Our participation will not change a successful business model in any way. On the contrary, it will promote its growth by activating our international development plan."

After the acquisition, MaxiCoffee's capital is jointly owned by its founder, Christopher Blancato Christophe Brancato, the Italian private equity group 21 Invest and other minority shareholders.

In fact, as early as 2015, LAVAZZA began to acquire French coffee brand Carte Noire for 800m euros. In recent years, it has also made increasing efforts, successively acquiring Mars Beverage's coffee business, France's Carte Noire and ESP, Denmark's Merrild, Canada's Kicking Horse Coffee, and Australia's Blue Pod Coffee, and expanding rapidly around the world.

However, whether it is to dig deep into the market, or to find a new profit support, in this hot coffee track, the fierce battle in the second half of the Lavazza is still a challenge.

Photo Source: Internet