Mahlkönig Launches Web Store to Promote X54 Home Grinder

The new Seattle office showroom, with grinders from sibling brands Mahlkönig, Hemro, Anfim and HeyCafé. Images courtesy of Hemro Group.

Following the establishment of a Seattle office for its Mahlkönig USA business earlier this year, German grinder maker Mahlkönig has launched a new website for United States customers. 

Specifically, the new online store at Mahlkoenig.us showcases the the brand’s X54 Allround home grinder along with a selection of burrs, accessories, spare parts and other merchandise directly available to U.S. shoppers. 

The launch does not change the selling model for new Mahlkönig commercial grinders, parts and service, which remain available in the U.S. through five licensed distributors. 

A similar platform now at Mahlkoenig.com provides the same product offering and info in both English in German for customers in Germany. That one will expand to additional countries within the European Union soon.

“Through customer research we have found that home baristas have low awareness of the Mahlkönig X54 Home grinder outside of specialty coffee,” Gretchen Hackler, e-commerce Manager for Mahlkönig parent company Hemro Group, told Daily Coffee News. “The goal of our webshop is to focus on building awareness specifically with the home consumer for the X54 Home grinder and the premium performance and taste that can be achieved at home with this grinder.”

The Mahlkönig X54 Allround Grinder.

A “Distribution Search” button at the top of the front page of the new website directs visitors to resources for purchasing whole commercial grinders.

“Our sales model isn’t changing, and we collaborate closely with our five US distributors,” Hackler told DCN. “The webshop will stock spare parts for the X54 Home grinder with the offering of the X54 Home grinder, and only the most commonly needed spare parts for our professional grinders to keep them running efficiently. We do not plan to sell all spare parts for professional grinders on the webshop and still rely on our distributor and dealer partnerships to make sure spare parts are stocked and available across all markets for our entire grinder portfolio.”

Operations at the Seattle office include web store order fulfillment, customer service and tech support for online customers, and support for the five U.S. distributors. Maintenance and repair issues that come in, including during the 1-year warranty on X54 Home grinders, are referred to the U.S. distributor network.

“We are investing in marketing and content for the X54 Allround Home grinder to make it a top-of-mind choice for home baristas globally,” said Hackler. “With the rise in awareness and reach of new home baristas with the X54 Allround Home grinder, we believe our distributors will see an increase in interest for the Mahlkönig brand.”

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