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Norwegian home-appliance brand Wilfa is establishing U.S. operations and introducing three automatic coffee brewers and the Uniform EVO grinder. The products are available through Williams Sonoma and independent specialty retailers, with a Crate & Barrel launch planned in the coming months.
Norwegian appliance brand Wilfa is establishing U.S. operations and bringing four new home coffee products to the market, part of a broader effort to build its presence in the country. The lineup includes three automatic brewers and the Uniform EVO grinder, now sold online through Williams Sonoma and independent specialty retailers.
Wilfa presented kitchen products newly added to its U.S. lineup at a late-October event in New York City. The company has appointed Chicago-based Nicole Jonasson to lead U.S. sales and is working with chef and culinary partner Brooke Williamson on the launch. Wilfa CEO Morten Hoff told Daily Coffee News that the company’s North American marketing plans include paid influencer partnerships, collaborations, media outreach and live events.
The new brewers are the Performance Thermo, Zense Alux and Zense Alux Thermo. Each has a 42-ounce removable water reservoir and a pump feature designed to empty the water system after each brew. The Performance Thermo adds temperature-control updates and a thermal carafe. The Zense Alux has an aluminum housing, glass carafe and warming plate; the Alux Thermo uses a stainless-steel thermal carafe.
The Uniform EVO updates Wilfa’s existing grinder with 64-millimeter flat stainless-steel burrs, compared with 58 millimeters on the original. It has 41 main grind settings and up to 10 finer adjustments. Its rechargeable lid doubles as a digital scale that measures in 0.1-gram increments and includes a timer. Wilfa says the redesign also adds a static-reducing metal grounds container, detachable power cord and construction intended to make repairs easier. Suggested U.S. prices are $399 for the Performance Thermo, $299 for the Zense Alux, $349 for the Alux Thermo and $399 for the Uniform EVO.
Wilfa Builds a Direct U.S. Presence
Setting up U.S. operations gives Wilfa a more direct route to market than relying on a single domestic seller. For shoppers, the expansion means the company’s coffee equipment is entering additional specialty and mainstream retail channels, with prices and product specifications now listed for the U.S. lineup.
The move also puts Wilfa in a competitive home-coffee equipment market where buyers can compare brewers and grinders across retailers. The new models emphasize practical features such as removable reservoirs, thermal carafes and grind adjustment. Wilfa’s plans for partnerships and events could affect how widely the equipment is distributed, but those arrangements have not all been finalized.
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From Earlier U.S. Sales to Expansion
The new brewers build on Wilfa’s Svart Presisjon platform, first introduced in Europe in 2013. The original 42-ounce brewer was developed through a two-year research and development collaboration with 2004 World Barista Champion Tim Wendelboe. A 110-volt version, the Wilfa Precision Coffee Maker, entered the U.S. market in 2014.
Wilfa also previously worked with New Jersey-based Lardera Coffee Roasters, which became the exclusive U.S. seller of the Performance brewer and Uniform grinder in 2023. The company told Daily Coffee News it ended that partnership in 2025 as it prepared a broader North American expansion. The new launch is thus a renewed U.S. push, rather than Wilfa’s first sale of coffee equipment in the country.
“Wilfa’s broader North American marketing strategy focuses on building brand awareness and establishing a strong presence in the U.S. market through a combination of paid influencer partnerships, strategic collaborations, media outreach, and experiential marketing.”
— Wilfa CEO Morten Hoff, speaking to Daily Coffee News
Retail Plans Still Developing
Wilfa has not named all of its planned retail partners or confirmed dates for future launches. The company said it expects the lineup to reach Crate & Barrel in the coming months, but did not give a specific date. Additional partnerships and live events are still being finalized. The source report does not provide sales targets, projected U.S. distribution or details about the scale of the new U.S. operation.
Crate & Barrel Launch Ahead
Wilfa plans to expand availability to Crate & Barrel in the coming months, while continuing sales through Williams Sonoma and independent specialty retailers. The company has said more retail partnerships and live events are in development, but has not announced their timing or locations. Further details about the U.S. rollout may emerge as those plans are finalized.
Key Questions
Which Wilfa products are part of the U.S. launch?
The lineup includes the Performance Thermo, Zense Alux and Zense Alux Thermo brewers, plus the Uniform EVO grinder.
How much do the new products cost?
Suggested retail prices are $399 for the Performance Thermo, $299 for the Zense Alux, $349 for the Zense Alux Thermo and $399 for the Uniform EVO.
Where can U.S. customers buy the equipment?
The products are currently available online through Williams Sonoma and independent specialty retailers. Wilfa plans to add Crate & Barrel in the coming months.
Is this Wilfa’s first U.S. launch?
No. Wilfa’s Precision Coffee Maker reached the U.S. market in 2014, and Lardera Coffee Roasters later sold selected Wilfa products exclusively in the country from 2023 until the partnership ended in 2025.
Source: dailycoffeenews.com
