In the Spotlight: Shades of Coffee

From Niche Hobby to Global Coffee Favourite

What started as a side project in Swindon has become a globally recognised destination for coffee machine parts, accessories and custom upgrades. Shades of Coffee is the brainchild of Adrian Wright - known affectionately in online communities as Mr. Shades of Coffee - whose passion for modifying a single espresso machine model has attracted loyal customers in over 120 countries.

Built around precision, quality and a deep understanding of the coffee enthusiast’s mindset, the business has grown into a high-performing lifestyle brand. With a solid reputation across forums and Reddit, and a fiercely loyal customer base, Shades of Coffee proves that small UK businesses can thrive internationally – especially when powered by the right ecommerce platform.

Join us as we explore their journey from humble side project to ecommerce success. 

Brand: Shades of Coffee

Website: www.shadesofcoffee.co.uk

Industry: Coffee Machine Parts & Accessories

Location: Swindon, U.K.  

Joined ShopWired: 2020

A Business Built on Passion and Precision

Before launching Shades of Coffee, Adrian was already well-known in coffee enthusiast circles. What started as a personal obsession with modifying a specific espresso machine soon became a business opportunity, especially when the demand for home barista setups exploded during the COVID-19 pandemic.

“I’d been working in corporate sales for years, but this was something I genuinely loved. When the business started taking off, my wife and I made the decision to go all in.”

Adrian and his wife Steph now run Shades of Coffee together with help from two close friends, keeping things small by design. They focus on doing one thing extremely well: offering high-quality, redesigned parts and accessories for the Gaggia Classic espresso machine, their main area of expertise.

From precision-engineered valves to beautifully crafted wooden handles, every product reflects the team’s commitment to quality and detail. It’s this laser-sharp focus that’s won them repeat customers across more than 120 countries, and built a reputation that few in the niche can match.

A Lifestyle Business with Global Reach

Despite its niche, Shades of Coffee attracts daily traffic of up to 1,000 visitors and processes between 30 to 100 orders a day, depending on the season. Around 75% of sales come from outside the UK, with loyal customers across Europe, the US and beyond.

Adrian credits this international success to staying focused on quality and community. Known as “Mr. Shades” on Reddit and specialist coffee forums, he’s built trust by sharing advice, helping customers and creating a seamless online experience for coffee lovers around the world.

“One of the nice things ShopWired’s allowed us to do is create the impression we’re not a small organisation.”

Key Achievements Since Joining ShopWired

• Up to 1,000 visitors a day
• 30–100 orders daily depending on season
• 75% of sales now international
• Trusted presence on Reddit and coffee forums
• Seamless user experience despite being a small team
• Built a globally recognised brand from a niche UK business

Why Shades of Coffee Chose ShopWired

As the business grew, Adrian needed a platform that understood the unique needs of a UK-based company shipping internationally. 

“ShopWired was the only platform that was a British platform. You understood the challenges of being in the UK and perhaps shipping internationally.”

Unlike many other platforms, ShopWired doesn’t charge transaction fees or lock users into specific payment gateways, a model Adrian found refreshing.

“You weren’t forcing me down the route of a particular payment gateway and taking a percentage, which is what other platforms do.”

He also appreciated the transparent pricing and the ability to prepay for a discount.

“Your commercial model works well for us. The fact that I can pay in advance and get a discount - I do like what you offer and I do like what you do.”

And as someone with some technical skills, Adrian values being able to make light customisations himself without needing to build from scratch:

“ShopWired makes it so easy there’s no point developing our own website - I can use my skills just to add an extra layer of customisation.”

Support That Makes a Difference

From the beginning, Adrian valued the level of hands-on support ShopWired provided, especially when things didn’t go as planned.

“The difference is how you support your customers when things go wrong… and I think you guys are very good at that.”

A standout example was the help provided during major changes to US postal regulations, something that could have disrupted Shades of Coffee’s fulfilment model.

“Rob was very flexible in the support he was giving me. It was that level of support that impressed me.”

Looking Ahead

The goal has always been to build a business that supports a fulfilling lifestyle, and that’s exactly what Adrian and his wife have achieved. With a loyal international customer base and a steady flow of repeat orders, the business continues to thrive on its own terms.

As long-term ShopWired users, they’ve played an active role in shaping the platform too. Adrian regularly shares feedback, and features like bulk status updates were directly influenced by his suggestions.

“It’s nice to see my suggestion for bulk status updates is now part of the main product.”

With ShopWired handling the ecommerce side smoothly, Adrian can stay focused on what he loves; delivering excellent products, maintaining a strong connection with the coffee community and enjoying running the business.

Explore Shades of Coffee

Ready to see what makes Shades of Coffee so unique and loved all over the world?

Visit their website here: Shades of Coffee

Ready to grow your business like Adrian and Steph?

• Book your free strategy call
• View our SEO services
• View our PPC services

Just getting started? Start your free 14-day trial here

Your brand story could be next...