Lavazza to buy online coffee platform MaxiCoffee

Italian coffee producer Lavazza has made a binding offer to acquire online coffee company, MaxiCoffee, according to Reuters.

Based in France, MaxiCoffee sells coffee and tea products. In addition to its online platform, the company operates through about 60 retail outlets.

The acquisition will see Lavazza strengthen its position in France and e-commerce.

Lavazza’s CEO, Antonio Baravalle, said: “The acquisition of MaxiCoffee will enable us to consolidate our positioning in France, which has always been a key market for the Group, and to strengthen our e-commerce footprint by increasing our presence in the B2C/consumer market. The operation fits perfectly into our international development strategy and, in particular, allows us to extend our already excellent and extensive sales and distribution partner network with a solid and leading company in its reference market, which shares the same values with Lavazza: product quality, a long-term vision and a strong focus on its employees and stakeholders.”

He continued: “Our strategy is to support the further development of MaxiCoffee, which will maintain its profile as a multi-brand e-commerce platform and remain independent. Our entry will not change its successful business model in any way. On the contrary, it will foster its growth through the execution of our international development plans”.

MaxiCoffee founder Christophe Brancato will reinvest in the company’s capital with a minority stake. No financial details were disclosed.