Brewing coffee for London, and then the world

Michael Allpress says the coffee business has defied the recession. Photo / Dean Purcell.

London is calling for premium coffee brand Allpress.

In two months the Auckland company will open a flagship roastery and espresso bar in the East London district of Shoreditch.

Sited in Redchurch St among design studios, art galleries and advertising agencies, the premises will operate as a "working billboard" for the brand, says founder Mike Allpress.

Ten years ago, walking the streets of Shoreditch would have put you in danger of being mugged. Now it is the heart of East London's renaissance, according to budget travel site www.wherescool.com.

"Everyone wants a slice of the action, and it's getting increasingly expensive and gentrified, but there's still a lot to enjoy," says the website.

The London expansion, part-funded by the University of Auckland Business School Entrepreneurs' Challenge, aims to tap into a market wanting better-quality coffee.

"They drink a lot of coffee and for years it hasn't been exceptional but .. there is a shift to the consumer wanting something better," said Allpress. "So there lies the opportunity."

While the brand, coffee knowhow and the espresso bar fitout will be imported from New Zealand, Allpress is keen to ensure the London enterprise is seen as a local company.

The flagship Ponsonby and Rangitoto blends will undergo a name change to reflect local neighbourhoods and packaging will be adjusted to incorporate British motifs.

The coffee business has been largely recession-proof, says Allpress.

"All our customers are seeking a bit of relief and a break from life."

Between Australia and New Zealand, the company is turning over $20 million a year and employing 80 staff.

After 25 years Allpress is heading for a period of significant expansion.

The Australian arm, which has been in operation for more than 10 years, is adding a second roastery in Melbourne to support the Sydney business.

Another New Zealand roastery, in Dunedin, is in the pipeline.

In 18 months Allpress anticipates the company will be fielding inquiries from Europe and Ireland.

It is also looking at proposals from customers to expand into Japan and Korea, a move which may see it move from the business model of fully owned subsidiaries into a joint venture.

"Longer term I think it would be nice to be a small, boutique global coffee brand," Allpress said.

"I think it's one of the strengths of Allpress, we've always managed our brand well. If we can manage our brand globally it's not frightening for us, it's challenging."