Before there was Colectivo, the small-but-growing Milwaukee-based coffee chain, there was Alterra, the small-but-growing Milwaukee-based coffee chain.
In 2010, Mars bought the global rights to the Alterra name for an undisclosed sum to use for its single-serve coffee line sold in retail. And in 2013, Alterra cafes distinguished themselves by rebranding to Colectivo.
In the years since the Mars deal, Colectivo has more than doubled its number of units (currently at 17, with plans to grow to 21 in the next year or so) and has expanded outside of Wisconsin for the first time.
Just as Blue Bottle has garnered some consumer criticism following its recent acquisition by Nestle, so too did Alterra when it sold its name to Mars, company reps say. But in the years since, Colectivo has managed to keep its indie coffee cred without suffering a revenue dip post-deal.
“We didn’t sell the farm,” founder Lincoln Fowler says. “We bought more seed.”
As the chain backlash continues and younger consumers, especially, seek out independent concepts, here’s a look at how Colectivo has maintained its independent vibe while posting growth each year.