Malta is a popular destination for European tourists and attracted more than three million visitors in 2023, with each tourist spending the equivalent of €132-a-day
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An EL&N store in Kuala Lumpur, Malaysia | Photo credit: EL&N
Boutique coffee chain EL&N has signed a franchise agreement with Malta’s db Group to open several outlets on the small European island.
Mellieħa-based db Group, which also operates licensed Starbucks stores in Malta, said its first EL&N site will open at the premium St George’s Mall in the popular tourist seaside town of St. Julian’s.
“We are very excited to be coming to Malta and working with the db Group. We look forward to a new clientele experiencing the exceptional offerings that have made EL&N a global sensation. Whether you’re looking for a delicious meal, a barista made cup of specialty coffee, or a picture-perfect setting, EL&N promises an unforgettable visit,” said Alexandra Miller, Founder, EL&N.
Despite having a population of just 530,000 people, Malta’s role as key tourist destination, particularly among UK and Italian travellers, has made the country an attractive market for premium coffee brands.
US coffee chain Starbucks and UK-based Costa Coffee are the market leaders with 16 and 14 stores respectively, while Italy’s Caffè Pascucci, Caffè Vergnano 1882 and illycaffè, as well as Germany’s Coffee Fellows, also operate outlets in the country.
Malta received more than three million tourists in 2023, a record number according to the Malta Tourism Authority. Almost 40% of tourists came from either Italy or the UK, with tourist expenditure also reaching a record level of €2.7bn ($2.9bn).
Founded in London in 2017, EL&N now operates more than 30 stores across 12 countries, including the European markets of the UK, France, Italy, Poland and Germany.
The boutique coffee chain is also expected to launch in India and Lebanon this year in partnership with franchisees Reliance Brands and ICON Hospitality Group.
In addition to its licensed Starbucks stores, db Group also operates 12 restaurants, two all-inclusive resorts and a hotel in Valletta. The business also has interests in the healthcare industry, operating the independent health and social care service provider Healthmark.