The Bogotá-based coffee group plans to scale from 3 to 11 stores in Argentina over the next 12 months and ramp-up packaged coffee sales via in-store, online and supermarket distribution
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Packaged Juan Valdez coffee on display at the Núñez, Buenos Aires, store | Photo credit: Juan Valdez
Juan Valdez has opened its largest outlet to-date in Argentina while highlighting the South American country as a key growth market.
The Colombian coffee group said the 450sq m (4,800sq ft) site in the neighbourhood of Núñez, Buenos Aires, reinforces its commitment to the Argentine market, where its three existing stores each sell nearly 1,000kg of packaged coffee per month.
“We aim to be the most important market for the brand outside of Colombia by 2028,” said Jorge Allende, General Manager, Juan Valdez Café Argentina.
Juan Valdez debuted in Argentina in January 2022 in partnership with local franchisee the Reacsa Group and now operates three licensed stores across the Argentine capital. The coffee group began selling packaged coffee online in Argentina in 2023 and expects to commence supermarket distribution in the country by the end of 2025.
Alongside attracting new customers, Allende said Juan Valdez coffee shops in Argentina will be a key driver of packaged coffee sales. Currently, the coffee group sells almost 1,000kgs of packaged coffee per month across its Argentine stores. Alongside café seating, the new Núñez outlet features a large retail space displaying Juan Valdez’s full range of coffee products, including packaged whole bean, ground and instant coffee, as well as coffee pods and brewing equipment.
Bogotá-based Juan Valdez expects to open eight new Juan Valdez outlets over the next 12 months, including sites at Ezeiza, Córdoba, Neuquén and Comodoro Rivadavia airports, and has a longer-term goal of reaching 25 stores in Argentina by 2028.
Created by Colombia’s National Federation of Coffee Growers, the first Juan Valdez coffee shop opened at El Dorado International Airport in Bogotá in December 2002. The coffee chain, named after a fictional character designed to represent the archetypal Colombian coffee farmer, now operates 374 stores in its home market alongside 233 outlets across 18 international markets.
Juan Valdez’s previous largest store was a 400sq m (4,300sq ft) site in Istanbul, Turkey. Its largest international markets by outlets are Ecuador, Chile and Turkey, with 69, 27 and 26 stores respectively.