Fits Retail: Brewing a Revolution with a Damn Fine Attitude since 2019

Yasas Kodituwakku, CEO- Fits Retail and Damn Fine Coffee Roasters

The team at Fits Retail

Fits Retail is shaking up the coffee world with a bold new brew that’s changing the game one cup at a time. Their Damn Fine Coffee, launched in 2021, has been transforming the local coffee scene with its bold flavours and damn fine attitude. Since its inception, Damn Fine Coffee has been committed to delivering exceptional coffee experiences.

Fits Retail began its journey in 2019 as a premium coffee vending company, a fully-owned subsidiary of Aberdeen Holdings (Pvt) Ltd. By 2020, it expanded into the consumer market with DeLonghi, the top espresso maker in 47 countries, and entered the HORECA (Hotel, Restaurant, and Café) segment with Rancilio and Bravilor Bonamat. It further diversified its product range with various specialty coffee equipment, determined to be a comprehensive coffee solutions partner. 

But Fits Retail didn't stop there. Damn Fine Coffee was born from their passion for quality and belief in Sri Lanka's coffee potential. They partnered with over 300 smallholder farmers, ensuring fair prices and sustainable practices, and built a coffee experience center and retail outlet, a haven for coffee lovers to explore and indulge.

In 2022, it established a coffee processing center, revolutionizing the local industry which redefined specialty coffee in Sri Lanka and earning recognition as one of the Best Coffee Processors by the Agriculture Department of Sri Lanka, and expanded its capacity, enhanced its technical service center, and took over maintenance contracts for various coffee machine brands across the island.

It’s evident they don’t just brew coffee, they brew community. Fits Retail became the sole authorized agent for specialty coffee machines like Victoria Arduino and Mahlkonig, and went on to also sponsor the National Barista Championship in 2023 and 2024, and offer island-wide barista training to elevate the standard of coffee preparation. In the spirit of continuous innovation, it launched 18 new Damn Fine Coffee products during the National Barista Championship.

Damn Fine Coffee is more than a brand; it's a movement. It's the culmination of Fits Retail's dedication to quality, innovation, and a damn fine attitude. It's about empowering farmers, supporting baristas, and delivering a coffee experience that's bold, flavorful, and truly damn fine. 

In 2023, Damn Fine Coffee completed its first coffee export order, marking its entry into the global market. Its journey from 2019 to 2024 has been one of steadfast dedication to quality, innovation, and customer satisfaction, solidifying its leadership in the coffee industry. Fits Retail has set new standards of excellence, and with plans for global expansion, they’re just getting started.

So, when you savor a cup of Damn Fine Coffee, know that you're not just drinking coffee, you’re experiencing a rebellion against the ordinary. A revolution fueled by passion, dedication, and the unwavering belief that Sri Lanka deserves a damn fine cup of coffee. And that's exactly what they’re brewing, one damn fine cup at a time.