When ambition, design, and reliability align, growth follows.
This is the story of Soho Kaffe and how partnering with Borg & Overström helped transform a young coffee business into a fast-scaling beverage company, with premium water systems now driving a significant share of revenue.
Who Are Soho Kaffe?
When Soho Kaffe (also known as Soho Coffee) was founded in January 2023 by Adrian Strand, CEO and owner, he had a clear and focused vision: to build a modern, high-quality coffee company. The business started life as a pure coffee operation, but it didn’t take long for Adrian to identify a wider opportunity for water, complementing the coffee service perfectly and unlocking faster, more sustainable growth. Just four months after launch, Soho Kaffe entered into a powerful partnership with water dispenser and tap system manufacturer Borg & Overström.
Building a Powerful Partnership
In early 2023, Adrian connected with Eddie and the team at Borg & Overström to learn more about their design-led sustainable water dispensers. From that first conversation, the partnership moved quickly, picking up on the growing trend for high-quality filtered water within breakout spaces. In the first six months of trading, Soho Kaffe achieved €100,000 in revenue. After introducing Borg & Overström water systems into the offering, that the growth rose sharply, reaching €300,000 in the first year, growth of 200%. The addition of premium water systems didn’t just add another product line, it reshaped the business, into a full-service refreshment solution.
Rapid Growth Through Coffee and Water
Today, Soho Kaffe is on track to achieve €1 million in revenue this year, with water dispensers contributing around 30% of company margins. Looking ahead, the business expects to grow to €1.5–2 million over the next one to two years.
Crucially, Borg & Overström and water taps and dispensers are are now central to that growth strategy.
“We’re growing together with Borg & Overström, and for 2026, we’ve chosen them to be our lead manufacturer and producer of water systems.”
Adrian Strand
CEO, Soho Kaffe
Why Borg & Overström?
For Soho Kaffe, the decision to work with Borg & Overström was driven by several key factors:
Premium Design
The visual impact of the machines plays a major role in sales. Aesthetics is now a huge selling factor when customers look for a dispenser or tap. This a significant reason why Adrian chose to partner with Borg & Overström.
Simplicity and Scalability
Ease of installation and a streamlined product range were essential. Through clever design and offering add-ons such as pre-packed Installation Kits, Borg & Overström makes installing any unit as seamless as possible, simplifying the installation process for Soho Kaffee.
Seamless Onboarding and Technical Support
As a fast-growing company, Soho Kaffe needed systems that were easy to support — even with technician turnover. With comprehensive video training, online resources, and remote technical onboarding, new technicians could be deployed immediately.
“I had a new technician delivering an E4 chilled & sparkling and a T1 on his first day at work... only using technical videos.”
Adrian Strand
CEO, Soho Kaffe
Support That Makes a Difference
Reliable after-sales support has been a major factor in the partnership’s success.
Calls to the UK support team are answered within minutes, and if escalation is needed, follow-ups happen fast, ensuring minimal disruption for customers.
A Partnership Built for the Future
For Soho Kaffe, Borg & Overström is more than a supplier — they are a strategic growth partner. Together, the two businesses are proving that premium water solutions can play a powerful role in scaling modern coffee and hospitality companies. As Soho Kaffe looks toward 2026 and beyond, Borg & Overström remains at the heart of that journey.
Interested in becoming a Borg & Overstrom distributor? Enquire today and see how water can drive growth in your business.
