Same Products. Same Performance. Now as Sage.
BRG’s Breville brand transitions to Sage in key EMEA markets, including South Africa
BRG: Background
Founded in Sydney in 1932, BRG is a global leader in premium kitchen appliances, best known today for its innovative, design-led coffee equipment that empowers people to bring café-quality experiences into their homes.
Operating under the Sage brand in the UK and EMEA, and Breville in Australia, North America, and Asia, the Group has built a global reputation for excellence. Its espresso machines are award-winning and consistently recognised as best-in-class, trusted by home baristas and professionals alike.
BRG has strengthened its leadership in coffee through strategic acquisitions, including:
• Baratza (2020) – a leading US-based brand of high-quality grinders beloved by the specialty coffee community
• LELIT (2022) – an Italian manufacturer of premium prosumer espresso machines, known for precision engineering and espresso authenticity
The Group has played a key role in shaping the third wave coffee movement at home, with a product portfolio that includes:
• Manual espresso machines like the iconic Barista Express and Barista Pro
• Automatic machines such as the Oracle Jet and Oracle Touch
• Breakthrough innovations including the Impress Puck System™, built-in grinders, and steam automation
BRG’s products are now sold in over 70 countries, and the brand has a strong and growing presence across EMEA, where Sage is driving growth through retail, e-commerce, and specialty coffee partnerships.
While coffee is a strategic priority, BRG also leads in premium cooking innovation, with award-winning smart ovens, air fryers, food processors, and more — all designed with the same user-centric approach that defines its coffee range.
Award winning kitchen appliances designed to inspire people to produce perfect food and beverage results in their own homes with ease. From espresso machines to food processors, the innovation in each appliance delights. The scents, sights and sounds of cooking awaken memories and create new ones. Shared with the people in your life who matter most. This is why we do what we do. Listen. Obsess. Innovate. Test. Refine. Design.