Sage Appliances, the iconic global brand known for its award-winning coffee and kitchen appliances, has announced a significant expansion of its presence in the Middle East as part of its strategy to meet the region’s rapidly growing demand for premium at-home coffee solutions.
With a strong global reputation for design-led innovation, Sage Appliances is now bringing its next generation of home espresso products to the region’s discerning coffee enthusiasts, supporting a rising shift toward high-quality, café-style coffee experiences at home. This launch marks a key step in Sage’s long-term growth plan to capture market share in one of the world’s most dynamic and tradition-rich coffee markets.
The Middle East has long been home to a vibrant coffee culture, blending centuries-old traditions with a new wave of specialty coffee innovation. Today, consumers are increasingly seeking ways to enjoy barista-quality drinks from the comfort of home, fuelling rapid growth in the premium kitchen appliance segment.
“The Middle East has an incredibly strong coffee heritage and a growing appetite for high-quality, convenient solutions that bring café experiences into the home,” said David Gubbi President EMEA. “This expansion is a significant milestone for Sage as we strengthen our presence in a region where coffee is deeply embedded in daily life.”
The introduction of Sage’s newest espresso machines, including the newest innovation, the Oracle™ Jet and the Barista Touch™ Impress, reflects the brand’s commitment to making specialty coffee more accessible through advanced automation, energy efficiency and connected features. By combining innovation with thoughtful design, Sage aims to meet evolving consumer expectations for premium, user-friendly appliances that complement modern kitchens.
"This is about more than just selling machines - it’s about building long-term relationships with coffee lovers, retailers, and partners across the region,” said Lucy Martyn, General Manager and Global Communications at Breville Group. “We see tremendous growth potential here, driven by an increasingly sophisticated consumer base that values quality, design and sustainability.”
As part of its regional growth plan, Sage Appliances will continue to invest in local partnerships, expanded retail channels and customer education initiatives to support the development of the at-home specialty coffee market. The brand’s focus on smart technology and sustainability also aligns with the Middle East’s growing demand for premium, energy-efficient appliances that deliver exceptional performance with minimal effort.
The company will continue to strengthen its retail footprint and service network to ensure premium support and access for consumers across the Middle East.
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