Fellow Stagg EKG Pro:
what to know before you list it.

Ask a roastery which piece of gear customers ask for by name and the answer is usually a kettle. The Fellow Stagg EKG is the one they mean. Here is what the Pro version does, who buys it, and what it means for a shop that sells coffee first.

What it is

The Stagg EKG Pro is Fellow’s variable-temperature gooseneck kettle: 0.9 litre, temperature set to the degree, a hold mode that keeps the water at temperature, and a counterbalanced handle that makes a slow pour easy. The Pro adds a guided brew mode with timer, a schedule so the kettle is hot when you get up, altitude adjustment and a quieter chime. It comes in matte black, matte white and a handful of limited colours; the wooden-handle versions are the ones people photograph.

Who buys it, and why from you

The buyer is someone who already drinks filter coffee at home and wants the pour to look and feel like the one in your café. They know the product before they find your shop; what they are looking for is a place they trust. A roastery is that place. If your brew guide says “93 degrees, slow spiral pour”, the kettle that does exactly that belongs on the same page.

Two things follow from that. First, the product page should say how you use it, not repeat the spec sheet. Second, the kettle sells best next to a bag: a bundle of one Stagg EKG Pro and two bags of your filter roast is the kind of offer people buy as a gift.

What it earns next to a bag of beans

A bag of your filter roast sells for around 15 euro. The Stagg EKG Pro sells for several times that, so one kettle in a basket moves your average order value more than five extra bags would. In the profit calculator on the pricing page you can put in your own numbers; the standard example, 300 orders a month with 15 percent of them carrying a piece of gear at 80 euro and 20 percent margin, adds 720 euro of margin a month.

How it ships

Through DROP. you list the kettle, your customer orders it in your shop, and it leaves our warehouse in Heerlen or Aachen under your name, at the flat shipping rate of your plan. Returns, warranty questions and the occasional “my kettle beeps” ticket run through TIX. if you want them to. You never hold a kettle in stock.

Before you list it

1. Pick the colour that matches your shop. Matte black sells everywhere; the wooden-handle versions are the ones that get shared.
2. Write the product text from your brew guide, not from the box.
3. Bundle it with two bags of your filter roast and put the bundle on the brew guide page.
4. Check the Fellow brand page for the rest of the range: the Ode grinder and the Carter mug are the usual second and third purchase.

Questions