East Crema was born with ambition. Its creator, Alberto Velarde, wanted from the beginning for the specialty coffee shop to not be just one, but a chain that would expand throughout Spain, allowing customers to enjoy their favorite coffee in Madrid or any other city where the brand was located. The first location opened in October 2020, and today there are 12 spread across Spain with 4 more set to open. Velarde aims to balance growth and profitability, with plans to reach revenues of four to five million euros by 2024, and 15 million euros by 2027. Inspired by the specialty coffee culture he discovered in Japan, Velarde has designed the East Crema locations to reflect a minimalist aesthetic, with the brand’s signature electric blue color and a focus on coffee as the main attraction.
Alberto Velarde discovered the concept of specialty coffee during a trip to Japan, where he was inspired by the reverence for this beverage in coffee shops and tea lounges. Drawing from this experience, he envisioned bringing a similar coffee culture to Spain. Despite the challenges posed by the COVID-19 pandemic, Velarde opened the first East Crema location in October 2020 in Madrid’s exclusive Justicia neighborhood. The positive response from the discerning local clientele encouraged further expansion, with a second location opening in 2021 in the Hermosilla street catering to take away orders. Velarde’s vision for the brand includes small establishments as well as larger spaces exceeding 100 square meters, aiming to create a unique and customer-focused experience across all locations.
Following the success in Madrid, East Crema expanded to other cities in Spain, including Valencia, Bilbao, and Sevilla. Velarde and his team maintain stringent criteria when selecting new locations, considering factors such as street visibility, surrounding businesses, and income levels. While the pace of openings has been steady, each new location is carefully evaluated to ensure compatibility with the brand’s ethos and target audience. The brand’s own coffee roaster was established in November 2023 to take full control over the roasting process and enhance quality. The coffee offerings range from familiar Brazilian blends to exotic varieties like Panamanian geisha and lesser-known origins like Myanmar, aimed at appealing to a broad audience and gradually introducing customers to more premium choices.
In addition to the physical stores, East Crema offers its coffee blends online, although the e-commerce segment is relatively small compared to in-store sales. Customers can purchase individual packages or select from three different collections curated by the house, baristas, and roaster. The brand also hosts workshops and tasting sessions to educate customers about specialty coffee and offer insights into brewing techniques and flavor profiles. With a focus on inclusivity, East Crema encourages customers to enjoy their coffee as they prefer, whether with or without added sugar. Velarde’s customer-centric approach has proven successful, with a high percentage of returning customers who appreciate the brand’s commitment to quality and customer experience.
As East Crema continues to expand its presence in Spain, Velarde remains dedicated to his initial vision of creating a chain of specialty coffee shops that offer a unique and immersive experience for customers. By staying true to the brand’s minimalist aesthetic and commitment to quality, East Crema has carved out a niche in the competitive coffee market. With plans to open new locations in cities like San Sebastián and Zaragoza, the brand is poised for further growth and success in the coming years. Through a combination of innovation, customer engagement, and a relentless pursuit of excellence, East Crema is set to become a prominent player in the specialty coffee industry in Spain.
