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Peet's Coffee
Peet's Coffee, the specialty roaster founded by Alfred Peet in 1966, operates over 300 US locations and sells packaged coffee nationally.
Peet's Coffee
Peet's Coffee was founded in 1966 by Alfred Peet in Berkeley, California. Peet, a Dutch-born coffee roaster, introduced dark-roast, high-quality coffee to the US market years before Starbucks. The company grew through retail cafés and wholesale distribution, with its initial public offering in 2001. The company focuses on coffee roasting and retail — its core asset mix includes company-owned cafés, packaged coffee sales in grocery stores, and a wholesale business. Peet's has made select acquisitions, including Stumptown Coffee Roasters, Intelligentsia Coffee, and Mighty Leaf Tea, while under the ownership of JAB Holding Company. Geographic footprint is primarily the US, with cafés in eight states and national grocery distribution. Johan Jervøe was named CEO in 2019, replacing Dave Burwick. JAB Holding, the German investment group, acquired Peet's in 2012 for $977.6 million and later merged it with Caribou Coffee. Recent activity includes continued café expansion and product innovation, such as new cold-brew offerings. Peet's operates as a subsidiary of JAB Consumer Partners, a venture of the billionaire Reimann family through JAB Holding. This structure separates JAB's broader investment portfolio — also holding Krispy Kreme, Keurig Dr Pepper, and other food brands — from the operational management of Peet's, allowing scale without diluting brand identity.
General information
Firm type
other
Year founded
1966
AUM
Undisclosed
Location
Region
North America
Country
United States
City
Emeryville
Corporate office
Emeryville, CA, United States
Principals
Alfred Peet
Founder
Johan Jervøe
CEO
Sector focus
Frequently asked questions
Who runs investment decisions at Peet's Coffee?
Operational decisions at Peet's are led by CEO Johan Jervøe. Strategic investment and M&A decisions, including acquisitions of other coffee brands, have been managed by JAB Holding Company, the German parent group led by the Reimann family (per public record).
How does Peet's source proprietary deal flow?
Peet's itself does not independently source deal flow; its parent, JAB Holding, leads acquisitions through JAB Consumer Partners. JAB has a dedicated investment team that targets premium consumer brands, acquiring companies like Stumptown and Intelligentsia to fold into Peet's portfolio (per public record).
Is Peet's structured as a single family office or does it operate more like a venture firm?
Peet's Coffee is a retail and coffee-roasting company, not an investment firm. It is owned by JAB Holding, which functions as the investment vehicle for the Reimann family — effectively a multi-family office structure — but Peet's itself operates as a subsidiary with no direct investment mandate (per public record).
What investment stages does Peet's typically target?
Peet's, as an operating company, does not target investment stages. JAB Holding typically acquires controlling stakes in mature, established consumer brands and food-and-beverage companies, then integrates them for scale (per public record).
How is Peet's related to JAB Holding?
JAB Holding Company acquired Peet's Coffee in 2012 for $977.6 million. Since then, Peet's has served as a platform within JAB's coffee portfolio, which also includes Caribou Coffee, Stumptown, Intelligentsia, and Keurig Dr Pepper minority stakes. JAB is the investment arm of the Reimann family (per Bloomberg, 2012).
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