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Norwegian appliance company Wilfa is establishing U.S. operations and introducing three automatic coffee makers and the Uniform EVO grinder. The new products are available through Williams Sonoma and independent specialty retailers, with a Crate & Barrel launch planned in the coming months.
Norwegian appliance maker Wilfa is establishing U.S. operations and introducing three automatic coffee brewers and a new grinder, giving the company a broader route into the American home coffee market. The lineup, presented at a New York event in late October, is already available through Williams Sonoma and independent specialty retailers.
The new brewers are the Performance Thermo, the Zense Alux and the Zense Alux Thermo. Each has a 42-ounce removable water reservoir and pump technology designed to empty the water system after brewing, so the next cycle starts with fresh water. The Performance Thermo adds a thermal carafe and refreshed temperature-control features. The two Zense models use compact aluminum housings; one brews into a glass carafe on a warming plate, while the other has a stainless steel thermal carafe.
The Uniform EVO grinder updates Wilfa’s earlier Uniform model with 64-millimeter flat stainless steel burrs, up from 58 millimeters. It retains 41 main grind settings and adds as many as 10 finer micro-adjustments. Its lid doubles as a rechargeable digital scale and timer, measuring in 0.1-gram increments. The grinder also has a static-reducing metal grounds container, a detachable power cord and a redesigned construction intended to make repairs easier, according to the company.
Suggested U.S. 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. Chicago-based Nicole Jonasson is leading U.S. sales, and Wilfa is working with chef and culinary partner Brooke Williamson on its broader launch. The company says it expects to add Crate & Barrel in the coming months.
Wilfa Builds a Direct U.S. Retail Presence
The move gives Wilfa a more organized U.S. presence than its earlier limited sales arrangement, pairing a broader product selection with a named sales lead and plans for additional retail distribution. That may make the brand’s equipment more accessible to U.S. consumers seeking automatic brewers and grinders, while placing it before shoppers at established home-goods retailers as well as specialty stores.
Wilfa CEO Morten Hoff told Daily Coffee News that the company’s North American marketing plans include paid influencer partnerships, strategic collaborations, media outreach and experiential marketing. Hoff said the aim is to build awareness and credibility and connect with American consumers. Those are the company’s stated goals; the report does not provide sales targets or evidence yet of how the expansion is performing.
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From Earlier U.S. Sales to Expansion
Wilfa’s new brewers build on the Svart Presisjon, a high-end automatic machine first introduced in Europe in 2013 after a two-year research and development collaboration with 2004 World Barista Champion Tim Wendelboe. A 110-volt version, the Wilfa Precision Coffee Maker, reached the U.S. market in 2014. Wendelboe also contributed to the development of the original Uniform grinder, launched in 2018; the EVO is its updated version.
Wilfa made another U.S. push in 2023, when New Jersey-based Lardera Coffee Roasters became the exclusive U.S. seller of the Performance brewer and Uniform grinder. According to Wilfa, that partnership ended in 2025 as the company prepared a broader North American expansion. The current launch is therefore a new phase for the brand, rather than its 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 Rollout and Sales Results Remain Open
Wilfa has not announced expected U.S. sales, customer targets or a timetable for reaching them. The company says its products are available through Williams Sonoma and independent specialty retailers, but the source report does not list the participating independent stores or specify availability across the country.
The planned Crate & Barrel addition is expected in the coming months, but no launch date is given. Wilfa also said that further retail partnerships and live events were still being finalized. The scale and timing of those plans—and whether the new U.S. operation will lead to sustained growth—remain unclear.
Crate & Barrel and Events Ahead
The next stated retail milestone is a planned launch at Crate & Barrel in the coming months. Wilfa says it is still finalizing other retail partnerships and live events, which may add detail to how the company intends to reach consumers. For now, shoppers can find the lineup online through Williams Sonoma and at independent specialty retailers, with product prices ranging from $299 to $399.
Key Questions
Which Wilfa coffee products are new to the U.S. lineup?
The lineup includes three automatic brewers—the Performance Thermo, Zense Alux and Zense Alux Thermo—and the Uniform EVO grinder.
How much do the new products cost?
Suggested retail prices are $299 for the Zense Alux, $349 for the Zense Alux Thermo, and $399 each for the Performance Thermo and Uniform EVO grinder.
Where can shoppers buy the equipment?
The products are available online through Williams Sonoma and independent specialty retailers. Wilfa plans to expand into Crate & Barrel in the coming months, but has not announced a specific date.
Has Wilfa sold coffee equipment in the U.S. before?
Yes. A U.S. version of its Precision Coffee Maker reached the market in 2014. Lardera Coffee Roasters later became the exclusive U.S. seller of the Performance brewer and Uniform grinder in 2023; Wilfa says that partnership ended in 2025 ahead of its broader expansion.
Source: dailycoffeenews.com
