Introduction to Hagen

In a bustling city like London, where coffee culture continues to evolve, Hagen stands out as a brand that embodies Danish hospitality and a commitment to sustainability. Founded by Tim Schroeder in 2017, Hagen has expanded to 17 locations across London and has recently made its international debut in Amsterdam. This boutique coffee brand is known for its unique approach to crafting a premium coffee experience, focusing on quality, community, and eco-friendly practices.

The Danish Connection

Hagen draws heavily from Danish culture, particularly in its approach to hospitality. Schroeder, who hails from Denmark, emphasizes the importance of creating spaces that foster conversation and community. This is reflected in Hagen's minimalist design, which encourages customers to engage with skilled baristas, much like high-end sushi or cocktail bars.

Key Elements of Hagen's Design

• Minimalist Approach: Hagen's espresso bars are designed with limited seating to maximize interaction at the bar.
• Focus on Storytelling: The brand focuses on storytelling and quality over commercial decor, creating a unique and authentic experience.
• Inspirations from Denmark: Hagen's design elements, such as the vibrant colors used in the Mayfair espresso bar, are inspired by iconic Danish landmarks like Tivoli Gardens.

Sustainability at Hagen

Sustainability is at the core of Hagen's ethos. The brand has adopted innovative practices to reduce its carbon footprint, including using the Bellwether coffee roasting system, which is the world's lowest carbon roaster. This system has allowed Hagen to save an average of 1.78 kg of carbon per kilogram of coffee roasted.

Sustainable Initiatives

• Bellwether Roasting System: Reduces carbon emissions significantly compared to traditional roasting methods.
• Direct Trade with Farmers: Hagen works directly with coffee farmers, particularly through the Himalayan Speciality Coffee Project in Nepal, supporting sustainable farming practices and fair trade.
• Partnership with Atomo: Hagen has collaborated with Atomo, a US-based company known for producing beanless coffee, focusing on creating sustainable coffee solutions.

Expanding the Hagen Experience Internationally

Hagen's expansion into Amsterdam marks a significant milestone in the brand's journey. The first international site opened in March 2025, featuring the brand's signature design and quality coffee offerings. With plans to open additional sites in Amsterdam and Barcelona by the end of 2025, Hagen is set to bring its unique blend of Danish hospitality and high-quality coffee to a broader European audience.

International Expansion Highlights

• Amsterdam Launch: The first Hagen espresso bar outside the UK opened in Amsterdam's central district.
• Future Openings: A second Amsterdam site is scheduled for May 2025, with Barcelona slated for an Autumn opening.
• Cultural Alignment: Amsterdam's vibrant cafe culture and focus on quality align well with Hagen's values.

The Hagen Kaffe Klub: Giving Back to the Community

Beyond its coffee offerings, Hagen has a strong commitment to community involvement. The Hagen Kaffe Klub, launched in 2023, encourages members to participate in local community projects, such as volunteering at schools. This initiative has not only helped raise funds for local schools but also brought joy to hundreds of children through community events.

Community Impact Highlights

• Volunteer Programmes: Members participate in projects like fixing fences, painting walls, and clearing gardens at local schools.
• Fundraising Success: The initiative has raised significant funds for schools, contributing positively to community development.
• Engagement with Local Schools: Hagen's community efforts have received positive feedback from educators and parents alike.

Evolving the London Coffee Scene

Hagen's approach to offering high-quality coffee experiences has contributed to a shift in consumer behavior, moving away from price-driven decisions towards a preference for premium experiences. This trend is not limited to coffee; it reflects a broader consumer desire for authentic and quality experiences.

Trends in London's Coffee Culture

• Quality over Price: Consumers are increasingly willing to pay more for premium experiences, aligning with Hagen's focus on quality.
• Authenticity and Sustainability: Brands that emphasize authenticity and eco-friendly practices, like Hagen, are gaining traction.
• Community and Experience: The desire for unique experiences and community engagement drives the appeal of boutique brands like Hagen.

Conclusion

In an era where sustainability and community engagement are becoming essential parts of a brand's DNA, Hagen stands out as a leader in the coffee industry. By combining Danish hospitality with sustainable practices and a focus on quality experiences, Hagen has successfully carved a niche for itself in the competitive London market and is poised for further international success.

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