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Italy’s Illycaffe Targets Retail Coffee Market in U.S. Expansion
- Illy will grow retail sales as pandemic keeps people at home
- Company has changed its long-term strategy, opened capital
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Illycaffe SpA, one of Italy’s largest coffee roasters, is changing its strategy to focus on boosting retail sales as it expands in the U.S.
The company, best known for premium coffee sold mainly in hotels, restaurants and cafes, will target consumers at home as the pandemic locked down cities from New York to Los Angeles, according to Chairman Andrea Illy. The Trieste-based firm has already changed its strategy, boosting at-home sales to 50% of the total, up from 40% before the coronavirus hit.