History of the Decent Espresso Machine
The Decent Espresso Machine (DE1) has its roots in a desire to revolutionize the espresso-making process by merging traditional espresso machine mechanics with cutting-edge technology. Below is a detailed history of the company and machine, including key dates, developments, and, where possible, revenue data.
Pre-2014: Origins of Decent Espresso
Decent Espresso was founded by John Buckman, an entrepreneur and technologist, in 2014. Prior to Decent Espresso, Buckman was involved in various tech businesses, such as Lyris (email marketing) and Magnatune (an independent music label). His foray into espresso machines came from a personal interest in coffee.
Buckman identified gaps in espresso machine technology—most notably the lack of real-time feedback and precision control over variables like temperature and pressure. His goal was to create a machine that could deliver highly consistent results, cater to both beginners and experts, and demystify the science of espresso-making.
2014: Company Formation and Initial Design
Decent Espresso officially started in 2014. Initially, Buckman wanted to create a machine that could compete with high-end espresso makers like the La Marzocco or Slayer, but at a lower price point, and with more user control. His vision was to combine precision brewing with data feedback to improve the espresso-making process.
The project began with heavy research and development into the electronics and software required to create a machine that could offer control over variables such as:
- Temperature (adjustable in real time)
- Pressure (pressure profiling)
- Flow rate
- Extraction time
Buckman was largely inspired by advances in espresso knowledge that were becoming available online and the increased awareness of how minute changes could drastically affect the quality of espresso.
2016: Prototype and Public Reveal
By 2016, the first working prototypes of the DE1 machine were developed. The machine’s unique selling proposition was its integration with a tablet-based app that allowed users to monitor and control every step of the espresso-making process in real time. The app provided data like pressure, temperature, and flow rate graphs, offering more insight than any other machine on the market.
The prototype was introduced to the public and coffee professionals at the 2016 SCAA (Specialty Coffee Association of America) Expo. Coffee experts were intrigued by the machine’s ability to provide real-time feedback and allow for precise adjustments.
2017: Commercial Release
Decent Espresso officially launched its first product—the DE1+ espresso machine—in early 2017. It was priced at approximately $3,000, making it significantly more affordable than other high-end machines with similar capabilities.
The machine received positive reviews for its innovative use of technology. The DE1+ allowed users to experiment with different pressure profiles and extraction techniques, something that was traditionally available only in much more expensive commercial machines.
The first batch of DE1+ machines sold quickly, and the company began to build a dedicated following among home baristas, coffee professionals, and café owners looking for a machine that allowed precise control and consistency.
2018-2019: Growth and Iterations
By 2018, Decent Espresso had released additional models, such as the DE1PRO, aimed more at professional baristas and commercial settings. The DE1PRO was priced at around $4,000 and featured more robust hardware, designed to handle the higher volume of use in a café or coffee shop.
Throughout 2018 and 2019, Decent Espresso machines continued to gain popularity, especially in the home barista market. The machines were noted for their ability to allow users to experiment with pressure and temperature in ways previously unheard of in consumer espresso machines.
2020: Pandemic and Surge in Home Brewing
The COVID-19 pandemic saw a massive increase in demand for home espresso machines as cafés and coffee shops closed or limited operations. This led to a surge in Decent Espresso sales, as coffee enthusiasts sought to recreate café-quality espresso at home.
According to industry reports, Decent Espresso’s revenue saw a notable increase during 2020, although exact figures are not publicly disclosed. Estimates suggest that the company’s revenue was in the range of $10-15 million during this period, driven primarily by the increased demand for home espresso machines.
2021-Present: Continued Innovation and Expansion
In 2021 and beyond, Decent Espresso has continued to refine its product offerings. New models, software updates, and additional features (like advanced pressure profiling, integrated flow control, and new brewing modes) have been introduced. The company has expanded its global presence, selling machines to both individual customers and commercial businesses worldwide.
One of the company's key developments is the ongoing improvement of its app-based system, which allows for regular software updates. This ensures that customers’ machines continue to improve over time without needing to be replaced.
The DE1+ V1.42, for example, released in 2022, introduced a range of new features, including upgraded hardware and improved user interface options.
2023 and Future Outlook
Decent Espresso continues to dominate the high-tech espresso machine niche. The company has managed to carve out a loyal user base that values precision, experimentation, and technology. As of 2023, Decent Espresso’s annual revenue is estimated to be between $15-20 million, with a growing presence in international markets, especially in Europe, Asia, and North America.
The company has hinted at future developments, including potentially even more precise control over brewing variables, integration with other smart home devices, and expanded customer support for professional use in cafes and restaurants.
Conclusion
The history of Decent Espresso is one of innovation, precision, and user control. Starting in 2014, founder John Buckman aimed to create an espresso machine that could leverage technology to bring professional-grade espresso into the hands of home baristas and coffee professionals alike. Over the years, the company has grown through continuous innovation, becoming one of the leading brands in the high-tech espresso machine market.
For exact revenue details, the company has kept its financials relatively private, but rough estimates place their current revenue in the $15-20 million range as of 2023.
Sources:
- Decent Espresso Official Website: decentespresso.com
- SCAA Expo Reviews (2016, 2017)
- CoffeeGeek and Reddit forums for customer and professional reviews