Signed the acquisition of MaxiCoffee in France

14-12-2022 • CORPORATE

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Our Group has signed the deal to acquire 100% of the share capital of the French company MaxiCoffee, active in the coffee sector. With this important acquisition, we move forward along our path of international growth, taking a step further in business diversification. Our CEO Antonio Baravalle expressed his satisfaction at the finalization of this important operation by saying:


«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 allows us to extend our already excellent and extensive sales and distribution partner network with a solid and leading company in its reference market».


The MaxiCoffee Group was founded in 2007 in the Southwest of France on the initiative of Christophe Brancato, currently President of the Company. Today, the French Group’s business is aimed both at private and commercial customers through its e-commerce platform, a network of 60 stores throughout France, its Concept Stores and a series of Ėcole du Café (certified training schools on coffee preparation and roasting techniques).


MaxiCoffee currently has about 1,500 employees and a few years ago it became a reference Phygital Platform in the world of coffee. The Group has over 350 brands and 8,000 products also available for hotels, restaurants, offices and small shops.


MaxiCoffee’s capital has so far been held by the founder, 21 Invest and other minority shareholders. With this acquisition, our Group becomes the majority shareholder and Christophe Brancato will reinvest in the capital of MaxiCoffee, with a minority stake, maintaining the position of Chairman.

«Becoming part of the Lavazza Group and thus continuing the development of our business model represents an opportunity and an act of recognition for MaxiCoffee», has stated Brancato. «The transaction will allow us to continue to satisfy and strengthen the already established relationships with our customers, consumers and suppliers. It opens up a new long-term phase of growth that will support us in achieving our development goals, in line with the social and human values that have always characterised the large MaxiCoffee community».

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