Distinctive brand portfolio
Access carefully selected brands imported and distributed by WCG.
Become a World Coffee Gear reseller
Great brands. Stronger business.
Partner with World Coffee Gear and gain wholesale access to a carefully selected portfolio of coffee and tea equipment, including distinctive brands imported and distributed by WCG.
Apply to become a resellerWhy partner with WCG?
Everything you need to grow
Reseller pricing in checkout
Your applicable reseller prices and discount are shown in the checkout before payment.
European stock
Fast fulfilment from our warehouse in the Netherlands.
Dedicated support
Personal help with products, orders, warranty and after-sales.
Our brand portfolio.
Distinctive brands. One reliable partner.
Discover a carefully selected mix of exclusive, established and design-led coffee gear brands for specialist retailers and wholesale partners.
Swipe to explore all brands →
Who we work with
Built for your business.
Whether you sell online, in-store or through wholesale channels, we help you build a distinctive coffee gear assortment for your customers.
Coffee roasters
Add distinctive coffee gear to your assortment, strengthen your brand offering and increase customer value.
Coffee & tea wholesalers
Extend your portfolio with proven products and carefully selected niche brands your customers will value.
Kitchen & lifestyle retailers
Design-led coffee products for specialist shops, lifestyle retail and e-commerce platforms.
Hospitality & specialty retailers
For hospitality groups and specialty retailers that resell products through retail corners, physical locations or online channels.
How it works
From application to first order.
Becoming a World Coffee Gear reseller is straightforward. Tell us about your business and we will verify your company details before activating your reseller account.
Tell us about your business
Complete the short application form with information about your company, markets and sales channels.
We verify your business
Our team reviews your application and verifies your company information, sales channels and EU VAT details.
Your reseller account is activated
Once approved, your account is activated. Your reseller prices and applicable discount are then shown in the checkout before payment.
Start ordering
Order across our available portfolio and benefit from fulfilment from European stock, subject to availability.
Reseller application.
Ready to grow with World Coffee Gear.
Tell us about your company, business activities and the brands you are interested in. Complete our online reseller application and we will review your information and contact you by email within 48 hours.
Apply to become a resellerReseller accounts and commercial conditions are subject to approval.
Good to know.
Reseller frequently asked questions.
Clear answers about ordering, reseller discounts, shipping, available brands and becoming a World Coffee Gear reseller.
EU reseller programme
Who can apply for a reseller account?
Businesses established within the European Union that purchase products for resale can apply for a World Coffee Gear reseller account. We work with coffee roasters, coffee and tea wholesalers, kitchen and lifestyle retailers, specialist shops, e-commerce businesses and hospitality groups that resell products through their own sales channels.
Every reseller application is reviewed individually.
What is the difference between a Reseller Account and a Company Account?
A Reseller Account is intended for businesses purchasing products for resale.
A Company Account is intended for hotels, restaurants, cafés and offices purchasing equipment for their own professional use. Read more on our Company Account page.
When does reseller pricing apply?
Reseller pricing starts when the qualifying product value reaches €300 excluding VAT and before discounts.
The first reseller discount tier is 28%. You can freely mix and match products and order individual units, subject to product availability.
What reseller discount can I expect?
Reseller discounts range from 28% to 45%. The applicable discount may differ by brand and depends on the qualifying value of your order.
Fellow products are subject to a maximum reseller discount of 28%, irrespective of the total order value.
Your reseller prices and applicable discount are shown in the checkout before you proceed to payment.
Which brands and products can I order?
Approved resellers within the European Union can order products offered by World Coffee Gear, subject to stock availability and any applicable brand or channel conditions.
Our portfolio includes Fellow, KRUVE, Airscape by Planetary Design, MUVNA, zeroHero, Matrix, STARESSO, DiFOLD and World Coffee Gear.
Can I sell the products online and in my physical store?
Yes. Our products can be sold through your own webshop and in physical retail locations. Please tell us about your sales channels in your application.
Products and brands supplied by World Coffee Gear may not be offered on Amazon or bol.
Where do you ship, and how are shipping costs calculated?
We supply approved resellers throughout the European Union from European stock. Shipping costs are calculated and displayed in the checkout before payment.
Within the Benelux, delivery is free from a net product value of €75 after discounts and excluding VAT.
For other EU countries, table rates are calculated in the checkout. No fixed free-delivery threshold applies.
Will VAT be charged on my order?
Customers established in the Netherlands are charged Dutch VAT.
Approved business customers established in another EU country can be invoiced without Dutch VAT when a valid EU VAT number has been provided and verified by World Coffee Gear.
Please make sure your registered company and VAT details are entered correctly in your account.
What support is available after purchasing?
We provide product information, downloadable materials and assistance with orders, returns and warranty questions.
Do you offer territorial exclusivity?
Approval as a reseller does not automatically include territorial, regional or channel exclusivity.
Any form of exclusivity must be discussed separately and confirmed in writing by World Coffee Gear.
How do I apply?
Complete our reseller application form and tell us about your business, sales channels and brand interests. We will review your application and contact you by email within 48 hours.
Once approved, your reseller account will be activated. Your reseller prices and applicable discount will be shown in the checkout before payment.
Apply to become a reseller