Jura was established in Switzerland 90 years ago and has since grown to become an international business operating in around 50 countries around the world.
While Jura originally made a range of domestic appliances for the Swiss market only, since the mid-1990s, the company has focused exclusively on automatic specialty coffee machines. Quality, innovation, design and longevity remain core elements of the Jura brand.
“It’s such a significant milestone for our brand. The company continues to push the boundaries year on year and demand in the local market has grown exponentially,” Jura Australia managing director, George Liakatos said.
“We always have exciting new products planned filled with the latest technological advancements and innovations. Even with difficult trading conditions in 2021, we had our must successful launch with the Z10 which is consistently selling out – we can’t get them in the country quick enough.”
Using the planet’s resources responsibly has always played a central role at Jura. Designing products that are built to last and easy to service is a vital part of the company’s philosophy. Components are designed to be easily removed, reconditioned, and reassembled by the service team and in most cases, new and improved parts are also backwards compatible. This ensures that spare parts remain available for many years while allowing older models to benefit from product improvements.
The success of this approach was reflected by an independent study published in early 2021, which found that Jura coffee machines outperform all other brands with an average service life on nine years – three years longer than the industry average.
Also at the heart of Jura’s success is high quality products that achieve perfect coffee quality while offering ease of use and outstanding design.
A consistent commitment to the customer is another key pillar of Jura’s philosophy, including expert product presentation at the point-of-sale, ongoing retail staff training from the Jura Academy, and customer interaction with sales advisers in online consultations through Jura Live.
Service is an integral part of the brand’s promise with a highly trained customer service team. There are two-hour, half-day and one-day services, as well as 24.7 service in the glass service factory.
Jura’s branding strategy includes a successful long-term collaboration with tennis star, Roger Federer. The partnership, which started in 2006, embodies shared values such as Swiss origin, precision, elegance, performance, and continuous development. Federer plays an important role in building a global brand.