Norwegian home appliance brand Wilfa is reintroducing itself to the United States, establishing Wilfa USA operations and rolling out new products as part of a broader U.S. expansion.

Wilfa presented a range of kitchen products new to its U.S. lineup at an event in New York City in late October, including three automatic drip coffee machines and a coffee grinder. Chicago-based Nicole Jonasson is leading U.S. sales, while Wilfa is working with celebrity chef and culinary partner Brooke Williamson on the broader U.S. launch.

“Wilfa’s broader North American marketing strategy focuses on building brand awareness and establishing a strong presence in the U.S. market through a combination of paid influencer partnerships, strategic collaborations, media outreach, and experiential marketing,” Wilfa CEO Morten Hoff told Daily Coffee News. “As Wilfa continues to grow in the U.S., the focus is on building credibility, and connecting with American consumers.”

New Brewer Models

The new coffee makers descend from Wilfa’s Svart Presisjon, a high-end automatic home brewer that debuted in Europe in 2013. The 42-ounce-capacity brewer, featuring a removable water reservoir, emerged from a two-year R&D collaboration with 2004 World Barista Champion Tim Wendelboe. A 110-volt version called the Wilfa Precision Coffee Maker reached the U.S. market in 2014.

Wilfa’s new Performance Thermo builds upon the platform with refreshed aesthetics, steadier temperature control, a thermal carafe and pump technology that empties the water system after each brew so the next cycle starts with fresh water.

The Wilfa Zense Alux and Zense Alux Thermo each offer 42-ounce removable reservoirs and the same pump feature. Both are built around more compact aluminum housings, with the Alux using a glass carafe and warming plate and the Thermo brewing into a stainless steel thermal carafe.

Uniform EVO Grinder

The new Wilfa Uniform EVO builds upon the original Uniform grinder, developed with input from Tim Wendelboe prior to its launch in 2018. The EVO moves from 58-millimeter to 64-millimeter flat stainless steel burrs while retaining 41 main grind settings and adding up to 10 finer micro-adjustments. Optional adapters accommodate different portafilter sizes. 

Like the original Uniform, the EVO’s lid doubles as a digital scale with a timer. The rechargeable scale reads in 0.1-gram increments. The new grinder also includes a static-reducing metal grounds container and detachable power cord, while its construction was redesigned for easier repairs.

In the U.S., the Performance Thermo carries a suggested retail price of $399, while the Zense Alux is priced at $299 and the Zense Alux Thermo at $349. The Uniform EVO grinder is priced at $399.

Wilfa previously made another push into the U.S. market through New Jersey-based Lardera Coffee Roasters, which became the exclusive U.S. seller of the Performance brewer and Uniform grinder in 2023. Wilfa ended that partnership in 2025 as it prepared its broader North American expansion, according to the company.

The new Wilfa lineup is currently available online through Williams Sonoma and independent specialty retailers. Wilfa plans to expand into Crate & Barrel in the coming months. Additional retail partnerships and live events are still being finalized.

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