Sjostrand Coffee International AB

06/17/2020 | Press release | Distributed by Public on 06/17/2020 09:11

From idea to a Scandinavian style icon

An espresso machine as a Christmas gift became the starting point for a journey that started in 2011 and ended with Sjöstrand's beloved espresso machine. Capsules in metal and machines in plastic felt neither aesthetically nor ethically pleasing. This is the reason behind the idea of making capsule coffee a sustainable and Scandinavian designed experience came up. So Sjöstrand decided not just to make coffee, but to also design their own espresso machine.

'We had a vision and were naive enough to get started. A strong foundation of values in design and environment gave us enough inspiration to start developing the Sjöstrand Coffee Concept '
- Niklas Gustavsson Sjöstrand Coffee

Scandinavian minimalistic design was the main idea when the first sketches of Sjöstrand's coffee machine were made. Primary was the straight lines of the machine. The lever was added to create the feeling that you make an espresso yourself, even though it is a capsule machine. The steel railing on the top is a design element that also makes it possible to place a couple of cups on top, without the risk of them falling down during the brewing. Old traditional Italian espresso machines have inspired the design of the coffee outlet, and the appearance and design of it make you think of good quality coffee.

Very early it was decided to use stainless steel for the machine. It is a natural material which is very elegant with its shiny mirror finish. One of the more central design elements was the logo plate displaying Sjöstrand's brand. To get the robust feeling the decision to screw it in was made. It was supposed to remind of old home appliances, where the robust logo signs gives the impression of power and quality and that nothing was left to chance.

Despite hard work, developing a new electronic device is extremely challenging. Finding the right manufacturer of the coffee machine was a major challenge, and the work began on Internet. After starting negotiations with a manufacturer remotely, it ended up in many visits to the site and today all sub-contractors contributing to the coffee machine have been visited.

'Looking back, it is understandable that it is mostly enterprises that develop these type of products.'

To ensure the quality for all parts of the machine, a lot of testing was required. Sjöstrand learned from Ethical Coffee Company, that was a partner at that time, that 7,500 extractions were a good measure to ensure high quality. This means - brew 7,500 cups with the machine to ensure the quality. The testing were made at home in Niklas' laundry room and the smell after brewing about 500 cups of coffee per day was intense, but it still gave a positive feeling of well-being.

Today, Sjöstrand's espresso machine is a style icon among the capsule machines and the machine is sold in over 25 countries. In the beginning it was also sold under other brands but the patented design is Sjöstrand's own. The amazing result of a Christmas gift and a firm conviction to change the capsule coffee into a sustainable and designed everyday luxury!