CoffeeTools of the trade

CoffeeTools on shaping the Australian industry, its recent rebrand, and reigniting its spark after losing a brewing icon.

In recent years, CoffeeTools has faced significant changes – not least of which was the loss of its flagship product, AeroPress, in 2024.

Yet, with a fresh rebrand and new industry-defining products, the company continues to push boundaries in the coffee space.

CoffeeTools Director Curtis Arnold has always had an instinct for spotting innovation. His keen eye for what will resonate in the market has driven the company to introduce game-changing products, such as the AeroPress in 2006, to set the stage for its continued evolution.

Curtis recalls immediately knowing the machine would make waves in the industry when he read about it in an online technology magazine, shortly after its debut at a tradeshow in late 2005.

“I knew right away that it was going to be a big success. It was an amazing coffee maker and offered incredible control over all different elements of brewing,” he says.

“I immediately wrote to AeroPress. They wouldn’t give me the distributorship but agreed to sell to me at wholesale. I started importing 32 to 64 units at a time by post.”

Eventually, CoffeeTools received exclusive distributorship by selling to retailers for no margin while also retailing online.

“The way I saw it was that this weird plunger that didn’t look like a coffee maker needed as much exposure as possible in order to have any chance of succeeding. It took a while to pick up momentum, but the rest is history,” says Curtis.

From there, CoffeeTools’ identity was shaped around the AeroPress, with Curtis seeking out additional complementary products to expand the company’s portfolio. The drive for innovation didn’t end with the AeroPress – he went on to disrupt the Australian market again with the introduction of Wacaco, a brand that would redefine portable espresso brewing.

“I backed the original Minipresso on Kickstarter and contacted them about distribution in March 2015. After a lengthy negotiation we signed an agreement and Wacaco has been our biggest brand for quite a few years,” he says.

The company now offers six different Wacaco brewers, along with a variety of models and brewing accessories such as scales, grinders, travel mugs, and glassware. But, according to Curtis, the most exciting addition to the range is the Pixapresso.

“It’s a rechargeable, battery powered espresso machine that heats the water as well as pumping a perfect shot. It’s incredibly compact and travel friendly. You can make espresso from fresh ground coffee or pods anywhere – just add water,” he says.

Over time, CoffeeTools has expanded its product lines with additions such as Grosche, Subminimal and xBloom. The total now stands at 18 brands, most of which are exclusive to CoffeeTools in Australia.

In 2024, CoffeeTools bid farewell to its beloved AeroPress when the company was sold to a venture capital firm. With significant changes to its business model, CoffeeTools lost the Australian distribution rights to the brewer in July.

The company, born as Coffee Tools Distributing, formed its identity around the AeroPress and embedded a silhouette of the machine in its original logo. Now, the company has re-registered as CoffeeTools, dropping the brewer from its logo and ‘Distributing’ from its name.

But, backed by new brewing icons, it’s business as usual for CoffeeTools as it looks to make a mark with the next generation of brewing technology.

“It still hurts a little when I think about losing the brand that started our business,” says Curtis. “At the end of the day we can’t change anything, so we’re just moving forward as we always do.”

In its bid to move forward, CoffeeTools is embracing the growing cultural shift towards filter coffee.

“I think there’s more space for filter coffee, because it’s kind of the natural progression – or evolution – of somebody’s coffee journey,” says Curtis. “If someone truly enjoys their coffee beyond just needing a shot of caffeine, it’s the natural next step.

“You can only drink so many flat whites with two sugars. And if you start really exploring coffee and tasting all the different flavours, it’s a rabbit hole that’s pretty easy to fall down.”

Much like the AeroPress before it, Curtis has identified the next potential game changer in the coffee industry.

“I’ve spent a lot of time on Kickstarter – I’m a bit obsessed with coffee gear and tech. I love backing products and seeing new innovations,” he says.

While browsing the platform, Curtis came across the xBloom and it immediately piqued his interest. Curious about its potential, he brought one into the warehouse, set it up in the kitchen, and soon the whole team was using it daily.

“The more we used it, the more we grew to appreciate it, and that really motivated me to pursue the distributorship,” he says.

According to Curtis, the xBloom is an asset to any brewer’s inventory.

“What’s great about the xBloom is its programmability. You have full control over all the variables of making a pourover and once you have it dialled in you can save the recipe to brew it the same way again and again he says.

The xBloom has a scale built into the drip tray, so users can weigh beans independently. Everything is controlled through the front panel of the machine, whether dosing for an espresso machine or measuring ingredients such as garlic for a recipe.

Moreover, the grinder has 80 adjustable settings, from coarse for cold brew to fine for espresso, and it also comes with a magnetically attached dosing cup for easy use.

“You can set the grind speed and fineness right from the controls. For the kettle, you can set the water temperature and volume, and it’ll pour the exact amount needed, whether you’re making tea or brewing coffee. You can even use it with other brew methods, like setting it up for an AeroPress or pourover using a V60,” says Curtis.

“I struggle to imagine a better way to consistently brew fresh delicious filter coffee.”

He also believes it is good value proposition, with each module able to be used independently for espresso, AeroPress, and tea, among other uses.

“If you were to buy separate high-quality scales, a grinder, and a kettle, it would cost more than the whole machine which offers incredible value for money,” says Curtis.

The machine is not only an asset for producing high-quality pourovers but also serves as a unique marketing tool that can attract café-goers with its design and performance.

“When used in a café, the machine can be positioned on the bench, where customers can watch the brewing process,” says Curtis.

He says the xBloom’s unique spiral water pattern and gentle agitation of the beans make it visually captivating, which catches people’s attention and sparks curiosity. This, according to Curtis, is a massive opportunity for café staff to open that dialogue with interested customers.

“For many customers ordering pourover, they’re already somewhat knowledgeable about coffee, so they’ll likely ask about the machine,” he says. “This gives the café staff the opportunity to explain how it works, the quality it delivers, and how they can even purchase the machine for home use. It’s not just about serving great coffee; it’s an opportunity to create a memorable experience that ties directly to product sales.”

Not only can cafés generate revenue from selling premium pourovers but they can also upsell the xBloom machine as well as the coffee beans. And when a customer decides to purchase the machine, CoffeeTools makes it easy for cafés to fulfil the order.

“They don’t need to keep inventory on hand. Instead, they can place an order directly with us and we’ll ship it to the café or even directly to the customer’s home,” he says. “The best part is that we offer free shipping to the café, and a small fee for residential deliveries. This system makes it easier for cafés to drive sales without the overhead of stockpiling large machines.”

He adds that by offering high-quality pourovers made with premium beans, cafés can not only enhance their menu but also create opportunities to upsell. This approach encourages customers to purchase the beans for home brewing, or even the machine itself, allowing them to replicate the café experience at home.

“It’s a great way to increase revenue and build customer loyalty,” says Curtis.

And a recent update enables xBloom users to store three recipes directly on the machine itself.

“The new update features Auto Mode, which is perfect for when you don’t have time to tweak all the settings and steps in a new recipe,” he says.

The expanded recipe library is searchable by coffee origin or roaster. This enables users to easily discover and tailor brewing methods to specific beans or preferences.

What’s more, recipes can be effortlessly shared through the xBloom’s inbuilt app. For example, a roaster can suggest the best way to taste their beans, friends can compare and share their brewing techniques, and cafés can consistently craft amazing pourovers for their customers with minimal effort.

“The recipe library accessible from the app gives everyone access to an endless list of recipes and a way to connect with the xBloom community too,” says Curtis.

While pourovers are a popular method for serving high-quality coffee, they can be time-consuming and require a certain level of skill, which not all staff members may have – especially during peak hours. Curtis says quality can vary as a result. As a solution to this, the second-generation model – xBloom Studio –is programmable and provides a simple and efficient way for cafés to consistently offer pourover coffee without compromising on quality

“With the xBloom, you’re able to offer a consistently excellent pourover every time. The machine ensures each cup is as good as the last, something even a skilled barista might struggle to achieve when making multiple pourovers in a rush,” says Curtis.

“The machine is programmed to deliver repeatable, high-quality results – just dose your beans, hit a button, and walk away. You can focus on serving other customers or preparing other drinks, while the xBloom Studio handles the pourover perfectly.”

For the CoffeeTools team, Curtis says their commitment to quality goes beyond just the products they offer. Their deep passion for coffee drives them to be highly selective about the brands and products they distribute, ensuring only the best options make it into their portfolio.

“We talk about coffee constantly, drink a lot of it, and we’re always reading about it – not just for work but for our own personal interest,” says Curtis.

He says it’s more than just a job: it’s something the team genuinely cares about. They see themselves as coffee enthusiasts, passionate about the commodity and constantly eager to learn more about every aspect of it.

“We’re always reading about and researching gear and brew methods for our own enjoyment. Every now and again we come across something that looks like it might fit nicely into our portfolio of products and we reach out to the company,” says Curtis.

“Having been around for a long time and with quite a few brands under our belt, we also get manufacturers reaching out to us about distributing their products, but we’re very selective about what we carry. We don’t just sell anything that comes our way. We only choose products that we genuinely like, believe in, and think have a real place in the market.” 

For more information, visit coffeetools.au