Wilfa relaunches in the US with a new coffee lineup
The Norwegian brand returns with Wilfa USA, new brewers and a redesigned grinder developed with Tim Wendelboe, after ending its exclusive US distributor deal in 2025.
Wilfa, the Norwegian home coffee brand, is relaunching in the United States with a new lineup of brewers and a redesigned grinder.
The company unveiled its new US range at a launch event in New York City in late October, under a dedicated unit called Wilfa USA. Morten Hoff, Wilfa's chief executive, said the brand's focus in the US is on building credibility and connecting with American consumers as it grows there.
Wilfa first reached US buyers in 2014 with a 110-volt version of its Svart Presisjon brewer, developed through a two-year collaboration with the 2004 World Barista Champion Tim Wendelboe. From 2023, New Jersey-based Lardera Coffee Roasters served as its exclusive US seller of the Performance brewer and Uniform grinder, a deal that ended in 2025.
A relaunch in the world's biggest coffee market still rests on a grinder and a good distributor.
A new lineup and a smarter grinder
The range now on sale includes the Performance Thermo ($399), with steadier temperature control and a thermal carafe, and two compact Zense Alux machines ($299 and $349) with a 42-ounce removable reservoir. The Uniform EVO grinder ($399) replaces the original 2018 model's 58mm burrs with 64mm flat stainless steel burrs, adds micro-adjustment settings, and fits a lid that doubles as a digital scale with a timer.
Wilfa is selling the new range online through Williams Sonoma and independent specialty retailers, with Crate & Barrel listed as a partner in the coming months. Nicole Jonasson, based in Chicago, leads the brand's US sales, and chef Brooke Williamson is named as a culinary partner on the launch.
A crowded US coffee equipment market
Wilfa's return lands in a US home coffee market already stocked with high-end brewers and grinders, from espresso machines built for domestic kitchens to La Marzocco's recent Porsche-branded release. The brand's marketing in North America combines paid influencer partnerships with media outreach and in-person events, a route several roasters and equipment makers have followed as competition for counter space intensifies.
The Wendelboe connection remains part of Wilfa's pitch nine years after he won the world title; this year's World Barista Championship went to a competitor from China for the first time. Whether a redesigned grinder and a new retail network are enough to rebuild the following Wilfa lost after 2025 will depend on how buyers respond once the launch push ends.
