Our history

Since the establishment of the company in 1993, HORS’ Coffee House has become one of the leading players in the premium coffee market, creating a reputation as a supplier of the highest quality products. Passion for coffee, desire to create the best and one-of-a-kind and unsurpassed loyalty to quality became the foundation of the HORS’ Coffee House.

Positive feedback from experts and awards in the field of achievements in the coffee industry are the evidence of the success of our work.

1993
The establishment of HORS’ Coffee House

In 1993, a large number of low-quality coffee products from around the world were delivered to the Russian market, and the culture of consumption of coffee was still in its infancy. Therefore, the main emphasis in its work, which has become the main competitive advantage, the company "HORS" puts on high quality products. "HORS" acquires exclusive rights to import and distribute in the Russian market coffee products of the German brand "GRANDOS", which is of high quality and a wide product line.

1995
Development of the GRANDOS brand

In 1995, coffee has become the main activity of the dynamically developing company, and our passion for coffee is moving to a more professional level.

2001
Creating the first trademark of HORS’ Coffee House

At the beginning of the 2000s, in a country that has recently experienced a crisis, consumer demand for goods started to increase significantly, however, the decisive competitive advantage at that time was the affordable price corresponding to quality products.

In 2001, the HORS’ company developed a new product from scratch and launched its first in the history of the company coffee brand under the label of “МОСКОФЕ” (MOSKOFE) in the low-price segment. The production was outsourced at the facilities of partners in India, one of which was the largest coffee concern TATA Group, which is our main Indian partner ever since.

The main competitive advantage of the MOSKOFE brand is the affordable price and a fairly high quality of the product — for the first time the low-priced coffee mix contains 30% of Arabica beans. The MOSKOFE line was gradually expanding, and the brand became broadly known outside Russia.

2007
Entering the premium and mid-price coffee market

In 2007, the economics of Russia stabilized after the crisis, and the country saw a tremendous growth in consumer demand for high-quality premium goods. However, the coffee market in Russia lacked high-quality premium and mid-price brands.

So, after months of creative research looking for the best formulae, HORS’ introduced a premium coffee brand “BUSHIDO” with production in Switzerland.

2008
Launching the TODAY brand

And later, in 2008, HORS' launched a mid-price brand “TODAY”, with production in Germany.

In addition, when developing the TODAY brand, that is aimed at an active modern and mainly youth audience, we introduced the unique AROMA OPTIMA® technology that, due to the more careful processing of the grains, preserves the original aroma and taste of natural freshly ground coffee, without the need for flavorings.

2009
Launching the EGOISTE brand

In 2009, while the culture of coffee consumption was noticeably increasing in Russia, the number of true connoisseurs of the highest quality coffee was also expanding. For the true coffee admirers, HORS Coffee House launched a unique product, unparalleled in the world, under the EGOISTE Special trademark, produced in Switzerland, with 20% content of natural ground coffee as a part of instant sublimated.

Another highlight of this event is that HORS was the first in the coffee market to invent, patent, and launch coffee products with the innovative In-Fi Technology (“ground coffee in crystals of soluble coffee”), thus giving birth to essentially a new category of coffee products.

2012
Example

In 2009, while the culture of coffee consumption was noticeably increasing in Russia, the number of true connoisseurs of the highest quality coffee was also expanding. For the true coffee admirers, HORS Coffee House launched a unique product, unparalleled in the world, under the EGOISTE Special trademark, produced in Switzerland, with 20% content of natural ground coffee as a part of instant sublimated.

Another highlight of this event is that HORS was the first in the coffee market to invent, patent, and launch coffee products with the innovative In-Fi Technology (“ground coffee in crystals of soluble coffee”), thus giving birth to essentially a new category of coffee products.

2013
Giving birth to new brands: ELZA and TIBET'S HERBS

The year 2012 became a leader for HORS’ in terms of the number of new products within existing brands and launches of new brands:

  • new products of the BUSHIDO brand were developed and introduced to the market in the form of natural ground and bean coffee, containing in its composition the unique elite Arabica GRAND CRU and Specialty;
  • the product line for healthy eating was introduced to the market under the new ELZA brand;
  • the TIBET'S HERBS brand of chicory was created and launched on the market — the embodiment of the philosophy of Tibetan medicine and the unique VOYA GREEN LINE® vacuum technology that preserves the beneficial properties of plants.
2015- 2016
Expanding the use of In-Fi Technology

The year 2013 marks the beginning of the massive use of In-Fi Technology, which gained wide popularity thanks to the EGOISTE brand. Now, the HORS’ Coffee House introduces this innovative technology in the middle price segment with TODAY In-Fi and MOSKOFE GOLD.

2017
Introducing INFINITY

The introduction of the mid-priced brand INFINITY reflected a spreading trend in the Russian market — high-quality instant coffee containing particles of the ground coffee in a convenient tin can.

2018
Making quality coffee beans affordable

With the development of alternative methods of making coffee, the demand for coffee beans has increased significantly, and in this regard, we introduced a new product within the TODAY brand line — ARABICA BLEND №8 — a dense, slightly buttery coffee made of 100% Arabica with a spicy bittersweet note. Сoffee beans became available at an affordable price, too.

2019
Introducing EGOISTE Velvet

In 2018, the EGOISTE premium product line was extended with the new sub brand — EGOISTE VELVET, exclusively made from 100% Specialty Arabica. Specialty coffee is a term used to refer to the highest grade of coffee available coffee that has scored over 80 points on a 100 point scale by the SCAA (Speciality Coffee Association of America). Specialty coffees are markedly different from regular coffees in the sense that they are grown at higher elevations, are traceable and processed carefully once harvested. Coffee made from Specialty beans is distinguished by a special purity of taste and its softness. The taste of EGOISTE VELVET combines bright notes of wild berries and the tenderness of milk chocolate.

2020
Launching BUSHIDO Specialty

With the development of the third wave coffee movement, more and more people have become more demanding in their coffee tastes. To make coffee from the modern coffee shops available even in the most remote supermarkets of the country, we created BUSHIDO Specialty — a specialty coffee from Ethiopia (Single Origin) with a bright floral-fruity aroma. BUSHIDO Specialty is a coffee made with love, an exceptional coffee for true connoisseurs.

2020
Let’s write out history together!