One of the biggest names in the small but critically important business of parts supply for the coffee technician industry has changed, as Nuova Ricambi USA has rebranded to become Rebel Espresso Parts.
The name change for the California company completes a departure in business and branding from the 39-year-old Italian parts company that still bears the Nuova Ricambi name.
Though the name has changed, the management and focuses of the business have not, according to Rebel, which specializes in individual and wholesale parts supply for espresso machines, grinders and other bar accessories.
“We are known in the espresso industry as ‘The Professional’s Choice,’” Rebel Espresso Parts President Gene Lemos said in an announcement yesterday, referencing the company’s long-running tagline. “Based on the high quality of our replacement parts and the reliability of the service that we provide, and our commitment to that will not change.”
Nuova Ricambi USA was established in 1995, providing espresso machine and grinder parts to coffee technicians and businesses throughout the Americas and the Caribbean. The rebranding caps a big end-of-decade for the company, which recently relocated to a larger headquarters in Rocklin, outside of Sacramento, California.