 |  |  | | About Capresso |
| In 1994, Capresso was launched by Michael Kramm, former president of Krups USA, to serve a specific purpose: To provide innovative coffee and espresso machines for those who want the best. After all, Mr. Kramm was the one who popularized high-end Euro-style electric appliances, and built the home espresso market, now estimated at $200 million retail in the US, surpassing Europe as the largest espresso market in the world.
Patented Designs
Through new, patented designs, Capresso machines make it easy for coffee lovers to enjoy the same quality coffee they get from coffeehouses and cafes.
Advanced Technology
"Capresso stands behind its advanced technology and unique Swiss design," says Mr. Kramm. "We concentrate on product, quality and innovations. With such formidable competition, you can't come out with a me-too product that just gives the consumer a lower cost. Everybody from Hong Kong, Taiwan and Mexico can do that. You really need a better product and a way to convey that superiority to the customer.
High Quality
"Frankly, our machines are not for everyone," he concludes. "But for those who won't settle for second best, we produce high-quality European products that deliver performance, convenience and reliability."
About Michael Kramm President of Capresso
The Washington Times calls him the "Coffee King." HOME magazine calls him the "Java Giant." Either way, his reputation within top coffee circles is legendary. That's because Michael Kramm came to this country from Germany in 1976 and started Krups USA from scratch.
Humble Beginnings
From that humble beginning, he built a $100 million business, and educated the American consumer toward a better cup of coffee. In 1982, he also introduced America to espresso and cappuccino. Then, at the height of his corporate success, Mr. Kramm did something many successful executives dream about but few dare to do: leave the comfortable surroundings of the corporate world to launch a brand new business on his own.
I Know What Coffee Connoisseurs are looking for
"I know what coffee connoisseurs are looking for, and I know how to make the machines," he says. "When I was with Krups, there were certain things I wasn't able to do. We were a big company, so we had to pursue ideas that would appeal to large numbers. As a result, you sometimes aim for the middle.
No Compromise
"Now, we don't have to compromise. We can aim for the top and produce a machine we know is the best-even if it's a bit more expensive and appeals only to a narrow market: the top echelon of coffee drinkers. We're perfectly comfortable with that; that's who we want to satisfy."
The Best Machine
Mr. Kramm believes that the high-end category in the US is currently far from satisfied. "You have indicators in Europe that show clearly that there is a next step in how people consume coffee, a step still to be taken by many people here," he explains. "When Europeans go to a specialty store, they are drinking coffee prepared on the principle of pressure-brewed coffee. We are developing items for that consumer who already has a pre-education from these shops and is looking for the best machine for their home use."
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