Spanish home and commercial espresso machine maker Ascaso has expanded and re-launched its brand in the United States in partnership with Olympia, Washington-based coffee equipment supply company Espresso Parts.
An official Ascaso-USA website launched this past Spring, with Espresso Parts handling all of the extended brand’s stateside operations. The first phase of the relaunch widens U.S. customers’ access to the European company’s variety of home espresso machines. Ascaso’s commercial and prosumer machines are expected to be added to the U.S. portfolio next year, according to the company.
“Throughout 2020 we have seen a clear shift in the coffee industry with a focus on working from home and consumer-direct demand for quality coffee and espresso at home,” Espresso Parts Owner and COO Matt Myer told Daily Coffee News. “We were able to accelerate our launch plans for Ascaso-usa.com and focus on the home machines to help meet this demand for high-quality home espresso.”
Founded in 1962 as a manufacturer of spare parts for espresso machines, Ascaso began its expansion into manufacturing whole espresso machines for consumers in the late 1990s. Prior to the new partnership, the Barcelona-based company’s machine-making division did not have a dedicated distributor for its machines in the U.S., though some products were available to consumers through a handful of resellers, and its spare parts reselling relationship with Espresso Parts goes back decades.
“We’re really excited to create a dedicated Ascaso brand experience,” said Myer. “We believe the Ascaso brand and quality workmanship stand on its own merit and with Espresso Parts’ dedicated team in the US, there is really blue-sky potential for the Ascaso brand.”
Ascaso’s commercial and prosumer espresso machines are currently undergoing the final stages of the UL Certification process, according to Myer, who said the plan is to launch the Ascaso Big Dream Specialty and Barista T Plus models on ascaso-usa.com by the summer of 2021. Ascaso-USA also plans to offer the Baby T, a single-group prosumer machine revealed at Host Milano last year.
Espresso Parts’ network of technicians around the country will provide full service and support for Ascaso customers in the U.S., and the company will also offer full aesthetic customizations led by Espresso Parts Customization and Design Director Dave Ringwood.
“Over the last decade, Dave has established a name for himself as one of the premier customization and design experts in specialty coffee,” said Myer. “We will be looking forward to exciting customization options for the full Ascaso product line.”