Café will attract coffee enthusiasts and tourists to well-known headquarters

After more than 100 years, the Löfberg family is opening the doors to its headquarters in Karlstad's inner harbour. It is a longed-for investment that gives visitors both coffee experiences and stories that titillate all senses. The construction of the café starts now and by the end of August, the doors will open up to the public. 

- We have been dreaming about our own café for a long time, and I hope that we can contribute to the attraction of Karlstad by creating a new place to visit, says Kathrine Löfberg, marketing manager and a member of the fourth generation of the Löfberg family.

The café will be located on the glazed ground floor of the headquarters of Löfbergs Lila. Here, the guests will be able to develop their coffee taste buds in a specially designed environment. The municipality of Karlstad welcomes the investment and sees it as a great complement to other atttractions in Karlstad.

- It is great that we can give visitors a tip that they can try different coffee beans directly from a large coffee-roaster in the middle of the town, says Nina Höjdefors, tourism manager at the municipality of Karlstad.

More knowledge about coffee and tea
In the café, you will be able to see parts of the production, but the investment is first and foremost about the love for coffee.

- The visitors will be able to choose between different sorts of coffee and tea with different origins and taste. They can also get recommendations and learn more about how to prepare their hot beverages. With the main focus on the taste experience, we hope that we can give our guests a nice time for coffee as well as new knowledge that will give them great moments for coffee or tea long after their visit, says Kathrine Löfberg.

Together with their cups of coffee or tea, the visitors will be able to buy chocolate and bread from local suppliers. The guests will also have the possibility to buy almost everything the café has to offer: coffee beans and grinders as well as trays and mugs.

On the hunt for a name
The construction of the café has just begun, but the café has no name yet. Löfbergs Lila hopes that they can get some help with that.

- We will launch a name contest via Facebook and on our website today, says Kathrine Löfberg.

Among the jury members, we find radio profile Adam Alsing and the Municipal Chief Executive Anna Sandborgh. They will help finding a winner. In the middle of June, the jury will present their choice. The winner will get a dinner for two at one of the best restaurants in Sweden as well as accommodation for one night.

For more information, please contact:
Kathrine Löfberg, +46 (0) 54-14 01 42
Nina Höjdefors, +46 (0)70-268 85 20

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Facts

• The café will have a total of 30 seats and an open-air café with additional 15 seats.
• The café will be open all year round and every day during peak season.
• The café will have full-time employee with main responsibility as well as five people employed by the hour.
• Karlstad is the fifth greatest destination for international visitors in Sweden.
• According to the estimations from TEM for 2010, the tourism in Karlstad has a turnover of SEK 824 million. 

The jury in the name contest

• Kathrine Löfberg, Marketing Manager at Löfbergs Lila
• Lars Appelqvist, CEO at Löfbergs Lila
• Pär Johansson, coffee expert and former café owner
• Anna Sandborgh, Municipal Chief Executive for the municipality of Karlstad
• Adam Alsing, presenter in radio and TV