Boca Java, the online gourmet coffee marketer, has acquired several key assets of Café Belmondo. Terms were not disclosed.
Café Belmondo was a division of The Thompson Group. Boca Java, a six-year-old company specializing in artisan roasted coffee, is owned by multichannel merchant Blyth.
The deal includes trademarks and domains, marketing data on current and past customers, e-mail addresses of customers and prospects, non-coffee inventory (primarily coffee makers and accessories) and rights to use marketing collateral, including Web content, direct mail designs and images.
Café Belmondo does not have a print catalog, and there are no plans at this time to create one, says Michael Dell’Arciprete, vice president of marketing for Boca Java.com.
“It’s something we have discussed, but it’s not in our immediate plans,” he explains. “We will create some smaller print pieces for our existing customer base, mini-catalogs and seasonal fliers. We do plan on testing greater use of direct mail to acquire new club members.”
The Thompson Group has sold products direct to the consumer for more than 90 years. The company’s primary business lines focus on designer linens, fashion apparel, premium cigars, gourmet coffee, and specialty foods.
Dell’Arciprete adds Café Belmondo customers will be introduced to Boca Java’s premium roasted-to-order coffee and related products, as well as membership opportunities within its Connoisseur Club.
What prompted Boca Java to acquire the firm?
“The Thompson Group had a business in Café Belmondo that had a very similar Coffee Club—in terms of demographics and basic club offering—to the Boca Java Connoisseur Club,” Dell’Arciprete says.
He adds: “Thompson had begun to focus on its other larger business units, namely Thompson Cigar and Casual Living, and ultimately decided to get out of the coffee business. Boca Java saw an opportunity to grow its base of coffee lovers and to expand it distribution by acquiring the marketing assets of Café Belmondo.”
Dell’Arciprete adds that Boca Java will seek to leverage all of its newly acquired assets to grow sales and expand its base of Connoisseur Club members.
“Boca Java will also continue its online and direct marketing efforts,” he explains. “This acquisition gives us insight into Café Belmondo’s past marketing efforts with the aim to improving the cost effectiveness of our current marketing programs.”
So what can customers expect from the new combination? A wider selection of coffee blends, including Jamaican Blue Mountain Coffee, flavored coffees, and many new blends. And fresher coffee.
“As all Boca Java coffee is roasted-to-order and received by our customers within days of being roasted for peak freshness and taste,” Dell’Arciprete says. “Café Belmondo had previously batched processed much of its coffee.”