Breville APAC president, Mark O’Kelly has confirmed the imminent launch of a limited range of Baratza and LELIT specialty coffee machines in Australia.

“Baratza and LELIT will be rolling out from the end of October into limited retailers across Australia. The LELIT coffee machines are made in Italy and deliver an incredibly traditional and artisan manual coffee making experience. The roll out will be supported with dedicated point-of-sale and brand ambassadors to target and engage ‘prosumers’ within the coffee category,” he told Appliance Retailer.

In October 2020, Breville Group acquired Seattle-based coffee grinding company, Baratza, which designs and markets premium coffee grinders for North America and other international markets.

Best-selling Baratza coffee grinders.

In March 2022, Breville Group announced its acquisition of Italian-based prosumer specialty coffee group, LELIT to further complement Breville’s coffee portfolio and bring together the design and distribution of both companies.

Commenting on the progress made since the LELIT acquisition, Breville Group CEO, Jim Clayton said, “When we purchased LELIT, it was an Italian manufacturer with a single warehouse selling direct in Europe and through dealers in the rest of the world. Just four months after the transaction closed, all transactions were flowing through the Breville platform.

“LELIT now has four warehouses and is executing a direct model in the US and Australia. Within the first half of FY24, the new LELIT website will go live in the US. The products will be added to the Breville B2B web portal with some LELIT products sold to channel. What we have accomplished in one year with LELIT took us many years to do with Breville Sage – this is the power of our unified global SaaS platform.

Breville Group CEO, Jim Clayton.

“I can summarise the power of our corporate platform in three points. First, speed. To scale a company quickly the infrastructure must be designed to support growth. That’s what we’ve done. Whether it’s a new website, new country or an acquisition, the platform is designed to flex and extend quickly.

“The second, build once, use everywhere. When we add a feature for one country or product, it is immediately available to be leveraged by all others. For example, when we take LELIT live in the country, it immediately has all the same tools, integrations and capabilities that Breville Sage has. This allows us to innovate and improve quickly and efficiently.

“The third is efficiency. From the commitment I made in FY16, we are scaling the company within the constraints of growing EBIT – doing more faster within this constraint means we have to lean into productivity and operating leverage. This platform enables us to add pieces of complexity into the business without having to scale technical services and operations headcount. We can do more with less.

“With Baratza, we’ve completed the distributor to direct transition in Europe, and it will soon be completed in Australia. We’re also launching a limited range of Baratza products into a select group of retailers in the Breville Sage channels in the US, Europe and Australia, all of which will be done in time for the holiday.

“With LELIT, we are now direct in the US and will soon be in Australia. We will also be launching a limited range of products into a select group of retailers in the Breville Sage channels in the US, Europe and Australia.”