Our history

In 1993, the culture of coffee consumption in Russia was just beginning to emerge. The domestic market lacks high-quality coffee products: therefore, the company HORS' acquires exclusive rights to import and distribute products of the famous German coffee brand GRANDOS.

Since 1995, the sale of high-quality coffee products has become the main activity of a dynamically developing company, and the passion for coffee culture is moving to a more professional level.

In the early 2000s, in a country that had recently gone through a crisis, there was an increase in consumer demand for products in the economy segment, and an affordable price, correlated with product quality, became a decisive competitive advantage during this period.

The company HORS' introduces to the Russian market its own brand of economy segment coffee — "МОСКОФЕ"(MOSCAFE). Production is located at the facilities of partners in India, one of which is the largest coffee concern TATA Group. It is still our strategically important Indian partner today.

The main competitive advantage of "МОСКОФЕ" brand is the affordable price and decent quality of products, since for the first time a coffee blend in the economy segment consists of 30% Arabica beans. The "МОСКОФЕ" line was gradually expanding, and the brand's popularity goes beyond the Russian market.

In 2007, there was a tendency of growth in consumer demand for premium goods in the country. The BUSHIDO coffee brand appears on the Russian market — it's a harmonious combination of ancient Japanese philosophy and European coffee culture.

In 2008, HORS' launched a mid-price brand TODAY with production in Germany. In the manufacture of products of this brand, the AROMA OPTIMA® technology was used for the first time. It makes possible to achieve the flavour and aroma of sublimated coffee identical to natural.

In 2009, the innovative In-Fi® technology was invented and patented: it allows the production of instant freeze-dried coffee with a content of natural roasted ground coffee evenly distributed inside each crystal.

The company introduces to the Russian market a unique product EGOISTE Special, produced in Switzerland, with a 20% content of natural ground coffee in the composition of instant freeze-dried coffee.

Coffee House HORS' is becoming one of the leaders in the premium segment coffee market: the assortment lines of the EGOISTE and BUSHIDO brands are expanding constantly. At the same time, there is a growing interest in ground coffee and coffee beans in Russia: the spread of coffee machines and the development of the Russian coffee market contributes to this. The company has a new task — to supply high-quality ground coffee and coffee beans.

In 2012, two new brands appear:

• The German brand ELZA, which has long become a symbol of delicious and healthy products. The brand's drinks are free of dyes or preservatives, the flavoring are exclusively naturals.
• The TIBET'S HERBS brand is the embodiment of the philosophy of Tibetan monks. TIBET'S HERBS products are manufactured using a unique vacuum technology for drying herbs and plants VOYA GREEN LINE®, which protects them from oxidation and preserves their beneficial properties to the maximum.

In-Fi Technology has become widely known due to the brand EGOISTE. Therefore, in 2013, new products appeared on the Russian market in the category of “ground coffee in instant coffee” — TODAY In-Fi in the middle price segment and МОСКОФЕ GOLD in the economy price segment.

The demand for coffee beans continues to grow, so the assortment of brands is expanding. New products appear in different price segments: EGOISTE Noir appears in the premium, and TODAY Blend №8 appears in the middle price segment.

In 2018, the EGOISTE line is replenished with a new product EGOISTE Velvet, made from 100% Specialty Arabica.

Specialty coffee is a high-quality coffee product category. Beans of the Specialty category make the flavour of coffee clean and soft.

In an effort to make coffee of the level of modern specialty coffee houses available even in the most remote corners of the country, three new products were launched at once: BUSHIDO Red Katana, BUSHIDO Sensei and BUSHIDO Specialty.

2020 was marked by the appearance of a product in a completely new category for the company Ready-to-Drink — EGOISTE Nitro Sparkling Coffee. The original sparkling coffee drink with cane sugar, made in Italy, is the perfect choice for those who are always on the move.