A Clear Course for the Direct Channel
Lavazza Germany is turning its own D2C channel into a growth driver – with a clear strategy, clean structures and a team that steers independently. foobar Agency guided the way there: from analysing the entire eCommerce journey through to responsibilities that hold up internally.
Lavazza: One of Europe's Strongest Coffee Brands – with Clear Growth Targets
Lavazza was founded in Turin in 1895 by Luigi Lavazza and remains a family business to this day – now in its fourth generation. With revenue of around €3.9 billion (2025), more than 5,800 employees and a presence in over 140 markets, the Lavazza Group ranks among the world's leading coffee companies.
Luigi Lavazza Deutschland GmbH, headquartered in Frankfurt am Main and founded in 1987 as the Group's first international subsidiary, is responsible for sales, marketing and business development in the German market.
The Own Channel Needs to Carry Its Weight – Not Just the Marketplaces
Lavazza Germany's next goal: to expand the D2C business around lavazza.de further in a targeted way, build stronger ties between users and the brand's own channel, and design an eCommerce customer journey that creates genuine brand loyalty.
The challenge: the direct business touches many areas at once – lead generation, product management, logistics, customer service. Without clear priorities and unambiguous responsibilities, growth in a company's own channel is left to chance. Lavazza was therefore looking for a partner able to get to grips with the topic as a whole: thinking strategically, rolling up its sleeves operationally and staying on an equal footing – across the entire purchasing process.
Expertise from Strategy Through to Delivery – in One Team
Many consultancies explain the client's own situation back to them. Many agencies implement whatever they are told. foobar Agency operates in between – and for Lavazza that was the decisive difference: a consulting team that combines the required capabilities along the entire journey and acts with delivery in mind.
The eCommerce journey was examined together with the teams involved: lead generation, product management, logistics, customer service. In expert interviews and workshops, maturity levels were assessed, priorities openly discussed and measures derived jointly. The result was a prioritised roadmap that the internal team stands behind – because they helped develop it themselves.
Building Structures That Hold Up Internally
In parallel with the analysis, foobar Agency supported Lavazza in reorganising collaboration within the D2C area. For nine central core topics – including promotion planning, new product launches and performance steering – joint workshops defined which area carries which responsibility. The jointly defined RACI model creates clarity across team boundaries.
In addition, foobar Agency supported the establishment of a dedicated internal role that will act as SPOC with P&L responsibility for the entire D2C business. From the outset, the goal was for Lavazza to run this business independently – with a team that knows who decides what, and a plan it can follow.
First Results After Four Months – and a Team That Takes Over
Measurable progress in the direct business was already visible within the first four months of the collaboration. What the collaboration changed in concrete terms:
- A prioritised roadmap for the D2C business, backed by the entire team – instead of a list of external recommendations.
- Clear responsibilities for nine core topics across team boundaries, anchored in the jointly defined RACI model.
- A dedicated D2C role with P&L responsibility that will steer the direct business independently as SPOC.
- An internal team that develops the eCommerce journey further on its own – without permanent external dependency.
To develop our D2C business further, we were looking for a partner with an end-to-end perspective and a sound understanding of processes. In foobar Agency we found exactly that partner. The collaborative, agile way of working together and the excellent project management helped us create internal clarity and develop a joint roadmap. As a result, we now have a strong foundation for successfully realising the potential we identified.
We Know It Because We Do It
Lavazza chose foobar Agency because strategy and delivery are not separated here: the advice comes from years of hands-on implementation experience in eCommerce – not from slides. The result is a D2C organisation equipped for today's business and able to steer tomorrow's growth itself.
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