Hagen, a London – based coffee group inspired by Danish coffee culture, has made its international foray with an outlet in Amsterdam, the Netherlands.
The specialty coffee group revealed that the Amsterdam store is an extension of its next – generation espresso bar concept, first introduced at a new location in London’s posh Mayfair district in December 2024.
With deliberately limited seating, the Amsterdam outlet’s centerpiece is a green marble counter adorned with vintage brass fittings. This design aims to foster conversation and a communal ambiance. Hagen has installed a Kees Van Der Westen manual espresso machine at the site and will offer a diverse selection of specialty coffees. Among these is a single – origin coffee from its Himalayan Speciality Coffee Project in Taplejung, Nepal.
Tim Shroeder, the Founder of Hagen, expressed, “We’re extremely thrilled to bring Hagen to Amsterdam. It’s a city with a remarkable café culture, a penchant for quality and craftsmanship, and a love for bikes, windmills, and canal tours, just like we have in Copenhagen.”
Currently, Hagen operates 17 outlets across London. It has plans to open a second store in Amsterdam in May 2025 and aims to enter a third European market before the year’s end.
World Coffee Portal research indicates that the total Dutch branded coffee shop market currently consists of over 670 outlets. The US chain Starbucks and the domestic bakery brand Bagels & Beans lead the market, with 99 and 89 locations respectively.
The Dutch specialty coffee segment is also robust. Domestic chains such as Kaldi Koffie, 30ml Coffee Roasters, Wakuli, and Darras Coffee Roasters have expanded their presence over the past 12 months, reaching 26, 19, 14, and seven sites respectively.
International specialty operators are eyeing the Dutch market for growth. The Spanish small – format coffee chain GoodNews has opened three stores in the Dutch capital since its Netherlands debut in July 2024. Moreover, in 2024, London – based EL&N and Brazil’s The Coffee informed World Coffee Portal of their plans to launch in the Netherlands this year.
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