Jura CEO Sees Potential for Double or Quadruple Sales in US Market

Jura, a Swiss manufacturer of fully automatic coffee machines, has experienced significant growth under the leadership of its CEO Emanuel Probst. Founded in 1931, the company now generates over 625 million Swiss francs (672 million euros) in revenue and employs over 900 people.

When Probst took the reins, Jura's sales were primarily driven by the Swiss market, accounting for around 90% of its business. However, this has changed significantly over the years, with non-Swiss markets now comprising the majority of its sales, just 6% come from Switzerland.

The company's focus on high-quality products and excellent after-sales service has contributed to its success. Jura coffee machines have an average lifespan of nine years, compared to the industry average of around six years, thanks in part to the extensive distribution and service network that the company has established across 50 countries.

Probst attributes the company's growth to its ability to balance internal and external research and development teams, as well as its partnerships with suppliers and manufacturers. Despite facing challenges such as a strong Swiss franc and protectionist policies, Jura remains competitive in global markets, including Germany, the US, Poland, the Netherlands, France, Austria, and Switzerland.