Wilfa launches US operations with new coffee machines and grinder

US sales and marketing strategy

Wilfa establishes US operations and introduces new kitchen products to the American market through a range of automatic drip coffee machines and a grinder. Chicago-based Nicole Jonasson leads US sales, while the company works with celebrity chef Brooke Williamson on the launch. CEO Morten Hoff tells Daily Coffee News that the strategy focuses on building brand awareness through paid influencer partnerships, strategic collaborations, media outreach, and experiential marketing. The new lineup sells through Williams Sonoma and independent specialty retailers, with a planned expansion into Crate & Barrel in the coming months. This expansion follows the 2025 end of a partnership with New Jersey-based Lardera Coffee Roasters, which served as the exclusive US seller for the Performance brewer and Uniform grinder starting in 2023.

Product specifications and pricing

The new coffee makers descend from the Svart Presisjon, a high-end brewer that debuted in Europe in 2013 following a two-year R&D collaboration with 2004 World Barista Champion Tim Wendelboe. That 42-ounce-capacity brewer previously reached the US market in 2014 as a 110-volt version called the Wilfa Precision Coffee Maker. The Performance Thermo, priced at $399, includes a pump technology that empties the water system after each brew to ensure the next cycle starts with fresh water. The Zense Alux and Zense Alux Thermo rely on compact aluminum housings and 42-ounce removable reservoirs. The Zense Alux carries a price of $299 and uses a glass carafe and warming plate, while the Zense Alux Thermo costs $349 and uses a stainless steel thermal carafe. Both Zense models use the same pump technology found in the Performance Thermo. The Uniform EVO grinder moves from 58-millimeter to 64-millimeter flat stainless steel burrs, retains 41 main grind settings, adds up to 10 finer micro-adjustments, and includes a static-reducing metal grounds container with a detachable power cord. Its lid functions as a rechargeable digital scale that reads in 0.1-gram increments and includes a timer. Optional adapters accommodate different portafilter sizes, and the manufacturer redesigned the construction for easier repairs. The Uniform EVO also carries a $399 price tag.