Jura Australia outlines ambitious strategy, launches $6,000 coffee machine

By Patrick Avenell in Melbourne

Jura Australia last night ushered in a new era of its nascent local business, with the opening of a new hospitality centre and the official launch of two new fully automatic coffee machines, including its 2012 flagship model.

Joining the local office to celebrate this launch was the Swiss-based Jura general manager Emmanuel Probst, who officially opened the new consumer-facing storefront on Saturday 14 January 2012.

This service centre, which will be used to showcase Jura fully automatic machines and handle service enquiries, is next door to Jura Australia’s new corporate office, on Hall Street in Hawthorn East, Melbourne. Jura Australia relocated to Melbourne from Wollongong after the global corporation bought out the distribution from former supplier Global Coffee Solutions.

In his presentation to key Jura retail partners, including the Derni Group (Harvey Norman, Joyce Mayne, Domayne), David Jones and Narta dealers, Probst outlined an aggressive expansion plan for Jura, both globally and locally. Self-described as the world’s only ‘pureplay’ fully automatic coffee machine manufacturer, Probst said he wanted to raise Jura’s global sales to 300,000, and Australian unit sales to around 15,000 – a 66 per cent increase on current levels.

In addition to growing Australian consumer sales, Probst said he aimed to double Jura’s commercial division over the next three years.

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The flagship product to achieve these goals is the Giga 5. An eye-catching one-touch automatic machine, the Giga 5 has two ceramic disc grinders, two pumps and two heating systems. Furthermore, the Giga 5 can prepare coffee and heat up milk simultaneously, a feature “previously restricted to professional machines”, according to Jura.

“The Giga 5 redefines the super-premium coffee machine. The unique capabilities of this Swiss innovation are expressed by the design, the high quality materials and the precision of the workmanship.

“The simple, minimalist forms so typical of Jura will delight both coffee lovers and those who appreciate good design.”

Super-premium is an apt adjective for this machine, with Jura Australia’s national sales manager George Liakatos forecasting an RRP of between $5,500 and $6,000.

Also launched yesterday is the new Ena Micro 9, a fully automatic coffee machine with a small benchtop footprint. This machine is expected to retail for around $1,300.

Jura Australia's George Liakatos with the new Giga 5 machine.

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