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La Marzocco Banking on High-End Home Brewing Growth with New Home Division

La Marzocco Home GS#

Photo by La Marzocco

Espresso machine manufacturer La Marzocco has launched La Marzocco Home, a new business unit based in the company’s Seattle offices that sells direct to consumers.

The flagship product at the center of La Marzocco home is the GS3 espresso machine, which starts at a $6,900 price tag that moves upward with numerous customization options for the group cap, body color, side panel surfaces, steam knob and steam wand. Additionally, La Marzocco is selling four Mazzer grinder models, as well as numerous accessories to the GS3.

(related: How These Brewers Are Changing the Silly ‘Barista-Quality’ Concept)

La Marzocco initially designed the GS3 as a solution for very small commercial coffee applications such as boutique hotel desks or some restaurants, as well as the most high-end home brewers, and the new division is clearly banking on growth in the latter segment.

“Over recent years, we have observed an increase in interest and enthusiasm for the La Marzocco brand among coffee enthusiasts and people wanting to prepare great espresso at home,” the company announced today. “La Marzocco Home is meant to be a destination for these enthusiasts, where they can engage directly with La Marzocco, learn the story of the company, and delve into the world of espresso theory and technique.”

(related: Wendelboe-Designed Wilfa Precision Brewer Hits the U.S. Market)