Mahlkönig launches online store to promote X54 Home GrinderDaily Coffee News by Roast Magazine

The Seattle office’s new showroom, with grinders from sister brands Mahlkönig, Hemro, Anfim and HeyCafé. Images courtesy of Hemro Group.

Following the opening of an office in Seattle for its Mahlkönig USA business earlier this year, the German chipper manufacturer Mahlkonig launched a new website for US customers.

Specifically, the new online store of features the brand’s X54 Allround home grinder along with a selection of cutters, accessories, replacement parts and other merchandise directly available to US buyers.

The launch does not change the sales model for the new Mahlkönig grinders, parts and commercial services, which remain available in the United States through five authorized distributors.

A similar platform now at provides the same product offering and information in English and German for customers in Germany. This will soon be extended to other countries of the European Union.

“Through customer research, we found that home baristas are unfamiliar with the Mahlkönig X54 Home grinder outside of specialty coffee,” Gretchen Hackler, e-commerce manager for Mahlkönig’s parent company. Hemro Group, told the Daily Coffee News. “The goal of our online store is to focus on building specific home consumer awareness for the X54 Home grinder and the premium performance and taste that can be achieved at home with this grinder.”

The versatile Mahlkönig X54 grinder.

A “Distributor Finder” button at the top of the new website’s homepage directs visitors to resources for purchasing whole commercial grinders.

“Our sales model is not changing and we are working closely with our five US distributors,” Hackler told DCN. “The online store will stock spare parts for the X54 Home grinder with the X54 Home grinder supply, and only the most commonly needed spare parts for our professional grinders to operate efficiently. We do not anticipate to sell all spare parts for professional grinders on the webshop and still rely on our distributor and reseller partnerships to ensure spare parts are stocked and available in all markets for our entire portfolio grinders.

Seattle office operations include online store order fulfillment, customer service and technical support for online customers, and support for the five US distributors. Service and repair issues that arise, including during the one-year warranty on X54 Home grinders, are referred to the US distributor network.

“We are investing in the marketing and content of the X54 Allround Home grinder to make it a top choice for home baristas around the world,” Hackler said. “As the awareness and reach of new home baristas increases with the X54 Allround Home grinder, we believe our distributors will see increased interest in the Mahlkönig brand.”

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