ESPRESSOSPECIALISTEN CHANGES NAME TO rREBEL®
Already at the idea level of Espressospesialisten, we dreamed of creating a business that would last for over 100 years, and ever since we started in 2007, we have been keen to learn and grow. Our origins are rooted in the world of espresso, with a basic goal of making the espresso taste as good as possible and providing the barista with a user experience so outstanding that they will always want to return.
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Although the espresso machine will be the very heart of our business forever, over time our coffee dreams have evolved into something more than this. We are no longer just espresso specialists. We are coffee specialists. We now have teams dedicated to repair and maintenance (Barista Service). We have staff specialized in sharing knowledge about coffee (Barista School). The ambition is to develop this concept in all markets we are represented. We have traveled the world in search of inspiration, friendship, and new meaningful products; always with the same goal in mind – to create revolutionary coffee experiences. As a result of this - our coffee equipment portfolio has naturally broadened, and today, we consider that our brand does no longer appear as comprehensive as before.
«Although the espresso machine will be the very heart of our business forever, over time our coffee dreams have evolved into something more than this. We are no longer just espresso specialists. We are coffee specialists. »
On top of this, our ownership structure has changed over the years. We have parted ways with a former companion and thus taken over the ownership of Espressospecialisten in Denmark as well as established a new company with a new name in Sweden. From being a small company consisting of two friends in Oslo to being represented in Copenhagen (est. 2015) and Stockholm (est. 2020), we now count 25 colleagues and have a network of around 40 dealers and 15 service agents, in Scandinavia as a whole.
The dream of uniting, changing and improving the Scandinavian coffee industry is therefore stronger than ever, but with 5 different prevailing company names (all of which have the same goal) we also have to acknowledge that our wonderful journey has led to some unnecessary complexity. In other words, it is about time to simplify what we can: Where we until today have operated under separate Norwegian, Swedish and Danish identities, the time is now ripe to cheer on our customers under one flag and one name: rRebel.
«It is about time to simplify what we can: Where we until today have operated under separate Norwegian, Swedish and Danish identities, the time is now ripe to cheer on our customers under one flag and one name: rRebel.»
Ultimately, it is our everyday heroes (owners, baristas, and coffee roasters) who will benefit from this. Our expertise will be experienced as more accessible and seamless, regardless of national borders and which of our disciplines our customers may be interested in. Our internal work processes will be made more efficient, and we will have a more streamlined influence towards our suppliers.
There are several reasons why the choice fell on the name rRebel. The specialty coffee industry is known for its transparent and ethical purchasing practices, which often has put them at odds with coffee companies that prioritize profit over social and environmental responsibility. The spotlight on higher quality, more sustainable practices and more justice has challenged the status quo in the industry and the promoters have often been seen as rebels who have pushed the established norms in the industry. Our claim is that this has exclusively made the coffee better and the industry a nicer place to be in. The name rRebel is a tribute to all these promoters.
The name also more closely (than Espressospecialisten) reflects the values we have carried with us. A fundamental attitude that coffee always can evolve, combined with an inherent ambition to be the industry's leading experts, we are unafraid to go against the flow and challenge "established truths" if necessary.
We know from experience that the magic happens when we set the bar naively high and combine this with curiosity, playfulness, and passion in our (co-)work with customers. In this way, we set our own standards and push boundaries for the good of each other and our own industry.
The name changes will formally take effect on May 1st, 2023. Email addresses and WEB platforms will be converted to rrebel.dk / no / se, and our social media channels will be gathered under one name in each market (rRebel Denmark, rRebel Norway & rRebel Sweden). Other contact details, such as organization numbers, company addresses and phone numbers will remain the same as before, in each country.
The aim is for the transition to cause as little inconvenience as possible – and, in the longer term, to be a positive experience for everyone affected.
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Patrick Watz
CEO rRebel