#DE1history #milestones #overview
Since 2015, Decent Espresso has disrupted the industry by moving from a "half-decent" Kickstarter concept to a global leader in precision extraction. Key milestones include the 2017 DE1+ launch, pioneering flow profiling, and building a transparent, community-driven ecosystem that continuously evolves through open-source software and hardware refinements.
Source: A bit of backstory..., and the view from my new desk in Hong Kong
After facing severe burnout and a health-focused "reset" in California, John and Bugs return to Hong Kong to lead their expanded factory. Moved by seeing their team and facility in person, they are "back in the game," energized to build Decent machines alongside their engineering team.
Source: The Impact of COVID on Manufacturing
John reflects on how Decent navigated the pandemic's manufacturing hurdles. By stockpiling two years' worth of critical components and maintaining a stable, in-house team in Hong Kong, the company avoided the stockouts and quality drops that crippled competitors, turning a global crisis into a period of resilience and growth.
Source: Day 7: first time building 50 espresso machines at once
In this post, John details Decent's first "big batch" production run of 50 machines. Moving beyond one-off prototypes, the team refined assembly line workflows and component organization in Hong Kong, marking the critical transition from a garage-style startup to a scalable, professional manufacturing operation focused on high-volume consistency.
Source: Daily little challenges
John reflects on the "daily little challenges" of hardware startups, from fixing minor component leaks to refining software bugs. He argues that success isn't a single breakthrough but the relentless, cumulative act of solving small problems every day to ensure long-term machine reliability and a polished user experience.
Source: What we learned by delaying v1.4 for ten days
By delaying the DE1 v1.4 launch by ten days, Decent identified and fixed a critical, intermittent power supply vibration issue. John argues that "shipping fast" shouldn't mean shipping known flaws; this short delay protected the brand's reputation and prevented thousands of future hardware failures and support tickets.
Source: A Decent timeline
John reports that Decent has doubled its manufacturing capacity, aiming for a record 200 machines per month. Despite a 227-unit queue, efficient 50-unit batching means specific models, like the DE1XL Black (220V), are now in stock for immediate shipping—with more models expected before Christmas.
Source: No more waiting for Decent Espresso
John announces that Decent's manufacturing has finally caught up with demand. By doubling production to 200 machines per month, the company has eliminated the years-long waiting list. Most models, including the DE1XL and DE1XXL, are now in stock and ready to ship immediately from Hong Kong.
Source: Decent Factory Production Schedule now online
John announces that Decent's internal production schedule is now public. Customers can see real-time assembly progress, parts availability, and expected ship dates for every model. This radical transparency aims to eliminate "black box" waiting periods, giving buyers the same data the factory uses to manage its 200-machine monthly output.
Source: For how long will a specific Decent model be in stock?
John explains that while Decent now stocks machines like the DE1XL and DE1XXL for immediate shipment, availability is fluid. Because they build in batches of 50, a sudden surge in orders can quickly deplete local stock, reverting a model to "made to order" with a several-week lead time.
Source: 5000 Decents birthday!
John celebrates Decent's 5th birthday and the milestone of 5,000 machines shipped. Reflecting on the journey from a "crazy idea" to a global community, he credits the company's success to radical transparency, iterative hardware improvements, and the passionate customers who helped define the modern espresso landscape.
Source: The most Decent Cities in the World
John reports 6,000 Decent machines worldwide, with Singapore surprisingly taking the #1 spot. Tech hubs like Seattle and San Francisco remain strong, alongside "meta cities" like New York and London.
Source: Most Decent Countries
John analyzes Decent's global reach, noting the US accounts for nearly half of sales. He credits success to active participation in local online coffee forums. While the US is the "anchor," supporting the international market—including MENA, China, and Germany—is vital for the company's stability and growth.
Source: The Faces of Decent Espresso
John has updated the Decent Espresso "About Us" page, expanding the team roster from 15 to 39 people. Featuring quirky cartoons by artist Jim Shaw, the page emphasizes that the company is run by real, unique individuals dedicated to improving your morning coffee through transparent, personality-driven design.
Source: Dressing the video studio
John details transforming a corner of their Hong Kong factory into a professional video studio. By using acoustic panels, specialized lighting, and a clean aesthetic, we aim to produce high-quality, transparent technical content and tutorials that match the premium engineering of our espresso machines.
Source: Decent Video Studio (beta 1)
John shares a "Beta 1" look at Decent's new video studio. Built to improve communication transparency, the space features soundproofing, professional lighting, and a multi-camera setup. This allows the team to quickly produce high-quality technical updates and tutorials, further bridging the gap between the factory and the community.
Source: About shipping to Eastern Europe and related questions at Decent
John addresses high Slovakian shipping costs by pointing to local logistics monopolies rather than a lack of distribution centers. He suggests customers in high-cost regions ship to neighboring hubs like Vienna to save hundreds in fees—leveraging the machine's built-in suitcase for an easy cross-border pickup.
Source: NEW $300 warranty extension: keep your DE1 working forever
John introduces a $300/two-year warranty extension, offering unlimited coverage for parts and labor. Designed for long-term sustainability, this "forever" plan ensures Decent machines remain repairable indefinitely, either through professional factory service or by sending users free replacement parts for easy, modular home repair.
Source: Is your Decent under warranty?
John clarifies that every Decent machine is individually tracked by serial number, making paper receipts unnecessary for warranty claims. Owners can check their status instantly via the "Decent" app or website. Even for out-of-warranty units, the company provides low-cost replacement parts and guided DIY repair support.
Source: Founders getting out of the way, via in real life product photos
At Decent Espresso, we've moved away from founder-led, "kitchen-table" photography in favor of professional "In Real Life" (IRL) sessions. By partnering with stylists and photographers, we're presenting our machines in high-end, aspirational environments to reflect our growth into a global luxury brand while maintaining our commitment to transparency.
Source: Guest blog from the Head Beancounter
CEO Bugs Harpley details Decent's rigorous annual stocktake. By tracking 378 SKUs across 73 machine versions, the team ensures long-term repairability for all models. After counting 83,030 pieces for auditors, they achieved near-perfect accuracy—missing only one item—proving their commitment to manufacturing a "tight ship."
Source: We're very lucky!
Celebrating eight years and the 8,888th machine, we embraced the Chinese "lucky 8" tradition. Milestones included building a gold-colored DE1 and gifting each employee HK$8,888. We feel incredibly fortunate that our unconventional espresso machine idea has flourished, supported by a passionate community and a dedicated global team.
Source: 10,000th DE1 !
We're celebrating our 10,000th espresso machine built just six years after shipping our first! To mark the milestone, we hosted a party with cake, balloons, and grocery gift cards for the entire team. Our 10,000th unit won't be sold; it's destined for our upcoming in-house café.
Source: Decent Factory Cafe opens tuesday in Hong Kong: what we're doing with this idea
We're opening the Decent Factory Cafe in Hong Kong as a "battle-tested" laboratory. We're using it to develop integrated cafe IT systems, a four-group workflow, and a private "Nook" for home-setup trials. We'll also host live events and offer bookable meeting spaces with unlimited coffee.
Source: Video: Decent Espresso Factory Cafe in Hong Kong
Our Hong Kong Factory Cafe offers a "Peak Coffee Experience" just 23 minutes from the airport. For a small membership fee, visitors can sample frozen elite beans, test machines in a private nook, and even shower between flights. It's a transparent, hands-on hub for coffee education and community.
Source: 130 Decent Ambassadors Worldwide
We've rapidly expanded our Ambassador program from 47 to 130 owners worldwide. If you're considering a Decent, you can now connect with local enthusiasts to see a machine in person. Simply use the "Contact Us" map on our website to find a nearby ambassador for a real-world demonstration.
Source: Our website visitors can now see ambassadors nearby
Our website now uses geolocation to show you three nearby Decent Ambassadors without requiring registration. You can explore the global map of 144 owners freely; however, creating a login is required to access their full bios and contact details. It's the easiest way to find a local, real-world demonstration.
Source: Announcing the Decent Blog
We've launched the Decent Blog to centralize our community updates and technical insights. Moving away from fragmented social media posts, we're using this platform to share deep dives into espresso science, company news, and hardware developments, ensuring our transparent "open book" approach is easily accessible to all coffee enthusiasts.
Source: 10 year anniversary, "lucky" pink espresso machine
To celebrate our 10-year anniversary, we've released a limited-edition "Lucky Pink" DE1. Mirroring our 8,888th gold machine milestone, this bold color choice honors our decade of growth. We're offering these unique units alongside special anniversary celebrations to thank the community that's supported our journey since the beginning.
Source: It's Pink October!!
We're celebrating Pink October by releasing a limited run of pink DE1 machines and accessories. We're donating 10% of all pink product sales to breast cancer research and support. It's our way of combining a bold aesthetic milestone with a commitment to a cause that affects so many families.
Source: Where do our Decent Espresso machines go?
We've created an internal map tracking every Decent machine's location worldwide. While too private to share directly, we're happy to post regional screenshots. If you're curious about our community density in your area, just ask—we'll share a snapshot to show you where Decents are landing.
Source: Some Decent business statistics
Since our start, we've served nearly 66,000 customers and shipped over 10,000 DE1 machines. Our hardware reliability has vastly improved, with repair rates dropping from 9.6% to just 0.7%. We currently sell about 1,800 units annually, maintaining transparency as we prepare for our upcoming Bengle model launch.
Source: First Class Lounge at the Factory Cafe
We've transformed our factory café bathroom into a "First Class Lounge" for travelers. Since half our visitors are flying through Hong Kong, we now offer a luxury shower and freshening station. It's a significant upgrade from the original industrial space, designed to help you recaffeinate and recharge between flights.
Source: DE1 news: v1.46 now released and available, lower prices for UK, Europe.
We've launched the DE1 v1.46 with immediate availability. To avoid shipping delays, we waited until stock was ready before announcing. Excitingly, we've lowered prices by 5.5% in Euros and 4.3% in GBP, while holding USD prices steady despite years of global inflation.
Source: 20% discounted MASHUP DE1 sale
We're offering a 20% discount on our "MASHUP" DE1 machines. These units are brand new and fully warrantied but feature a mix of earlier part designs or minor cosmetic flaws. They're pre-built and ready to ship, providing a rare opportunity to own a Decent at a significantly lower price.