De’Longhi reasserts commitment to portioned coffee category

Following news that Breville is set to enter the portioned coffee category with a range of co-branded Nespresso coffee machines, De’Longhi has reaffirmed its commitment to the category and its allegiance with the Nespresso brand.

In a statement to Appliance Retailer, De’Longhi Australia CEO Paolo Albertoni said the company had “enjoyed a strong partnership with Nespresso” since it first began selling De’Longhi Nespresso co-branded machines in Australia in 2006, and that this would not change with the addition of a new player to the market.

“De’Longhi in Australia, together with Nespresso and our key retail partners have been able to create a true lifestyle and fashion phenomenon, growing the sale of portioned coffee machines exponentially over the last 6 years,” said Albertoni.

“Together we pioneered a new category within the coffee machine market; this portioned coffee machine category has become the most relevant and still the fastest growing category within the coffee machine landscape in Australia.

“In the last three years we have been experiencing very good growth results also in New Zealand,” he added.

“De’Longhi fully understood being the sole machine partner of Nespresso in Australia and New Zealand was an exception to the international Nespresso model but we were and are still convinced that it was a ‘sustainable’ exception that worked very well for all the stakeholders involved: De’Longhi, Nespresso, our retail partners and the end consumers.

“That said, we acknowledge the recent decision of Nestle Nespresso SA to realign the Australasian market to the international model and appoint a second machine partner.

“For us it is business as usual and we will strive to continue to grow this category with passion and through the unique and unparalleled product portfolio that we can boast.”

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