Löfbergs
Löfbergs is a family-owned Swedish coffee roaster and beverage company based in Karlstad.
Last updated October 16, 2026
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Overview
Löfbergs is a Swedish coffee company founded in Karlstad in 1906 by the three brothers Josef, Anders and John Löfberg. The business remains family-owned and, according to the available reference material, is managed across the third and fourth generations of the Löfberg family. Its principal activity is roasting and marketing coffee, with operations centered on Sweden and a broader presence in the Nordic region and European coffee market. The company developed from a local Swedish roaster into one of the larger coffee-roasting businesses in the Nordic countries. Sweden is its core market: the reference material identifies Löfbergs as the country's second-largest coffee brand, with a 24.5% market share in 2023. It also records that the company held approximately 20% of the Swedish market by 1999, indicating a substantial long-term position in the domestic category. Löfbergs supplies coffee to households as well as to restaurants, cafés and companies, and is described as Sweden's major supplier to professional food-service and workplace customers. The brand's portfolio is centered on roasted coffee and includes products sold through retail and out-of-home channels. Löfbergs has also expanded beyond its core Swedish business through ownership and investment interests. It owns Kobbs, a tea brand, and holds a 50% stake in Peter Larsens Kaffe in Viborg, Denmark. These interests give the company exposure to adjacent hot beverages and to the Danish coffee market while retaining coffee roasting as its central business. Sustainability and responsible sourcing have become important parts of Löfbergs' public positioning. The company emphasizes social responsibility and environmental improvement and is identified in the reference material as one of Europe's largest importers of organic and Fairtrade coffee. This positioning connects the brand with certified sourcing, responsible production and efforts to reduce environmental impact, although the available material does not provide a detailed breakdown of specific programs or targets. Löfbergs has a visible connection to Swedish sport and local cultural life. It sponsors the ice hockey team Färjestad BK and lends its name to Löfbergs Arena. The brand historically operated under the name Löfbergs Lila, meaning "Löfbergs Purple," and its purple and yellow colors were associated with Färjestad's team identity for many years. In August 2012, the company dropped "Lila" from its consumer-facing brand name and adopted the shorter Löfbergs identity. The company operates Löfbergs Rosteri och Kaffebar in Karlstad, combining a coffee bar with its home-city roasting identity. It previously ran a café on Kungsgatan in central Stockholm, opened in 2015, which closed in January 2022. The Karlstad base remains important both operationally and symbolically: the company headquarters and one of its roasteries are located there. The reference material indicates that Löfbergs has approximately 200 employees. Overall, Löfbergs is best understood as a regional coffee business with a strong Swedish market position, family ownership, professional coffee distribution, an adjacent tea business and a brand platform built on coffee expertise, responsible sourcing and local Nordic heritage.
History
Löfbergs was established in Karlstad, Sweden, in 1906 by three brothers, Josef, Anders and John Löfberg. The company grew as a family-owned coffee business and retained its Karlstad base as its operations expanded. Its development reflects the broader establishment of roasted coffee as a mass-market consumer product in Sweden, while its continued family ownership has preserved a direct connection between the company and the Löfberg family across several generations. By 1999, Löfbergs held approximately 20% of the Swedish coffee market, according to the available reference material. This indicates that the company had become a significant national competitor rather than remaining only a local roaster. Its business broadened across retail coffee and supply to restaurants, cafés and companies. The professional channel became particularly important, with Löfbergs described as Sweden's major supplier of coffee to restaurants, cafés and corporate customers. The company also expanded its activities beyond Sweden and beyond a single coffee label. It owns Kobbs tea, giving it a presence in the adjacent tea category, and owns 50% of Peter Larsens Kaffe in Viborg, Denmark. These interests support Löfbergs' position as a Nordic beverage group while coffee roasting remains its principal business. The company is described as one of the largest coffee roasteries in the Nordic countries and has approximately 200 employees. Its main office and one of its roasteries remain in Karlstad. Brand identity has changed over time. The company was long associated with the name Löfbergs Lila, or "Löfbergs Purple," and with purple and yellow visual colors. The purple association also intersected with the company's sponsorship of Färjestad BK, the Karlstad ice hockey team, whose colors historically aligned with the Löfbergs palette. In August 2012, the company dropped "Lila" from the brand name and adopted Löfbergs as its shorter public identity. The change simplified the name while retaining the established Löfbergs family mark. Löfbergs has made social and environmental responsibility a prominent part of its later positioning. It is described as one of Europe's largest importers of organic and Fairtrade coffee and has emphasized better environmental performance and social responsibility. The available reference does not specify the full chronology or measurement of these programs, but responsible sourcing is clearly presented as a strategic element of the modern brand. The company has also developed consumer-facing hospitality activity. In Karlstad it operates Löfbergs Rosteri och Kaffebar, a coffee bar associated with its home-city roasting operations. In Stockholm, it opened a café on Kungsgatan in 2015, extending the brand into a directly managed urban café setting. That location closed in January 2022. Löfbergs continues to maintain a strong local presence through its Karlstad operations, sponsorship of Färjestad BK and naming relationship with Löfbergs Arena. In the 2020s, the reference material places Löfbergs as Sweden's second-largest coffee brand, with a 24.5% market share in 2023. The company therefore combines a century-plus history, family ownership, Swedish scale, Nordic expansion, professional coffee distribution, responsible sourcing and a portfolio that includes both coffee and tea.
- 2023
Reported 24.5% Swedish market share
[1]Löfbergs was identified as Sweden's second-largest coffee brand, with a reported 24.5% market share.
- 2022
Kungsgatan café closed
[1]The company's Stockholm café closed in January.
- 2015
Stockholm café opened
[1]Löfbergs opened a café on Kungsgatan in central Stockholm.
- 2012
Brand name shortened to Löfbergs
[1]The company dropped "Lila" from the Löfbergs Lila name in August and adopted Löfbergs as its public brand identity.
- 1999
Reaches a substantial Swedish market position
[1]The available reference material records Löfbergs at approximately 20% of the Swedish coffee market.
- 1906
Company founded in Karlstad
[1]Josef, Anders and John Löfberg founded the coffee company in Karlstad, Sweden.
Products and positioning
A Swedish, family-owned coffee specialist combining Nordic roasting heritage with broad retail and professional distribution, organic and Fairtrade sourcing, environmental responsibility and strong local associations in Karlstad.
Roasted coffee
Löfbergs coffee
The core Löfbergs portfolio consists of roasted coffee sold through Swedish and Nordic retail channels. The brand also supplies coffee to professional customers, including restaurants, cafés and companies. The available material specifically associates the portfolio with organic and Fairtrade coffee and with the company's role as a major Swedish coffee supplier.
Food-service coffee
Löfbergs professional coffee service
Löfbergs serves the out-of-home market with coffee for restaurants, cafés and workplaces. This business is a major part of the company's Swedish position and extends the brand beyond packaged retail coffee into professional preparation and service environments.
Tea
Kobbs
Kobbs is a tea brand owned by Löfbergs. It gives the company a presence in a related hot-beverage category while remaining separate from the main Löfbergs coffee identity.
Coffee bar
Löfbergs Rosteri och Kaffebar
Löfbergs Rosteri och Kaffebar is the company's coffee-bar operation in Karlstad. It connects the consumer experience with the company's home-city roasting heritage and provides a branded venue alongside its packaged and professional coffee activities.
Marketing campaigns
- Färjestad BK sponsorship
Sweden
Löfbergs sponsors Färjestad BK, the ice hockey team associated with its home region of Karlstad. The relationship gives the brand a prominent local and sporting platform. The sponsorship has remained a notable part of Löfbergs' local visibility and brand association.
Outcome. The sponsorship has remained a notable part of Löfbergs' local visibility and brand association.
- Löfbergs Arena naming partnership
Sweden
Löfbergs is associated with the naming of Löfbergs Arena, reinforcing the company's presence in Karlstad and its connection to regional ice hockey. The arena relationship provides an enduring place-branding and sports-marketing presence.
Outcome. The arena relationship provides an enduring place-branding and sports-marketing presence.
Brand decisions
2015
Enter branded café retail in StockholmOtherBackground
The company extended its coffee identity beyond roasting and packaged products into directly operated hospitality venues.
Action taken
Löfbergs opened a café on Kungsgatan in central Stockholm.
Aftermath
The location later closed in January 2022, while the company continued operating Löfbergs Rosteri och Kaffebar in Karlstad.
2012
Retire “Lila” from the consumer brand nameStrategyBackground
Löfbergs had long operated under the name Löfbergs Lila, with purple and yellow colors forming part of its historical identity.
Action taken
In August 2012, the company shortened the brand name to Löfbergs.
Aftermath
The change created a more concise public identity while retaining the established Löfbergs name.
Recent events
- 2023
Löfbergs reports a 24.5% Swedish coffee-market share[1]
Other
The available reference material identifies Löfbergs as the second-largest coffee brand in Sweden and gives it a 24.5% market share for 2023.
- 2022
Löfbergs closes its Kungsgatan café[1]
Other
The Löfbergs café on Kungsgatan in Stockholm, which had opened in 2015, closed in January 2022.
- 2015
Löfbergs opens a café in central Stockholm[1]
Other
Löfbergs opened a café on Kungsgatan in central Stockholm as part of its move into branded coffee-bar operations beyond its Karlstad home base.
- 2012
Löfbergs removes “Lila” from its brand name[1]
Other
In August 2012, the coffee company shortened its established Löfbergs Lila name to Löfbergs, replacing the former purple reference with a more concise brand identity.
Sources1 sources
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