Selling 321,000 coffee machines.
Revenue for Jura increased 11.7% to reach $546 million. The company sold 321,000 coffee machines in 2016, an increase of 27,600 units year-on-year. Jura general manager, Emanual Probst noted that the growth was driven by newly launched product lines, including the E line and Z line for household use, and the GIGA X and WE line for professional use, in combination with a stronger presence at worldwide point of sale.
Jura coffee machines are now available in 50 countries. “In our biggest markets, Germany and the USA, growth is in two-figure percentages,” Probst noted. There has also been strong growth in the Asia region, Poland, the Netherlands and France. Last year, global momentum made what were once small markets for Jura into prospering ones. In particular, Probst points to the Baltic countries, Sweden, Canada and China.
Another contributing factor in the Swiss company’s success is continued investments in a stronger presence at the point of sale. In recent years Jura has significantly reduced the number of outlets worldwide from 11,000 to 7,000, but at the same time considerably increased competence and efficiency.
Examples include the Jura store in London, England and the new hospitality centres in Perth, Australia and Singapore. Another important contributing factor is Jura Live, the live support feature launched in 2013 as an innovative service on the Jura website. In 2016, tablets were installed at points of sale at specialised dealers throughout Switzerland, allowing customers to get expert advice direct from Jura headquarters.
Jura hospitality centre in Perth
Outlook for 2017
Jura is aspiring to further growth this year, with the target of selling 330,000 coffee machines worldwide. The company intends to use the momentum of the Z and E lines in the household business and a well-established professional division.
Jura will also invest in development of the POS of the future, with Jura Live playing an important role. The number of shop-in-shops and Jura stores will also increase. A key milestone will be achieved at the end of March with the opening of the Jura Store in Moscow, in the city’s Red Square.