In the wake of a modest retail market, and lukewarm forecast for coffee companies, Saeco USA is growing and remaining profitable. While industry giants are battling and nationwide retail sales have hit a five-year low, Saeco is braving economic factors by growing its retail team across the U.S.

The distributor of world-leading espresso machines introduced three new product lines in 2007 which directly respond to current consumer sentiments. As hesitancy grows toward daily stops at coffee shops, the value of purchasing a high quality home espresso machine is increasingly understood.

As a company, Saeco recognizes the need to grow filling the niche for consumers who are beginning to understand the latte factor, said vice president of sales Ted Richissin of the term deemed for dollars that can be saved without daily coffee shop purchases. Americans have acquired a taste for espresso-based beverages, and we provide the home espresso machines that make these everyday luxuries possible while the investment of a Saeco espresso machine makes sense financially.

Therefore growth plans are not slowing for the U.S. subsidiary. Since October 2007 Saeco USA added fifteen merchandise trainers to their team, increasing the companys number of employees by thirty percent.

We found a need to educate retail associates on the features and benefits of our machines, stated Richissin. In order to provide a superior level of service to current and potential machine owners, we added staff and increased our training to keep retail associates informed and service-oriented when it comes to selling a Saeco product.

All Saeco USA merchandise trainers are college educated, trained by a Saeco barista, and most speak more than one language. This level of education, complete understanding of espresso and espresso machines, and strong customer service allows Saeco to confidently train retail associates to provide Saeco-caliber service nationwide, said Denise Willow, merchandise manager for Saeco USA.

The merchandise training division of Saeco USA differentiates the company from other espresso machine manufacturers and distributors. Merchandise trainers are employees of Saeco USA, rather than an outside demo company. The trainers instruct retail associates, take part in special events and visit customers on a regular basis. It is through the efforts to educate and inform retail associates that Saeco demonstrates a vested interest in the customer experience. The position also allows Saeco to foster and strengthen relationships with retail partners including Bed, Bath & Beyond, Bloomingdales and Williams-Sonoma.