The key to success during this period is diversification. JURA implements this strategy consistently and comes up with innovations on an ongoing basis. The world’s first iron with a chrome-plated steel base and the launch of the dual steam iron are just two examples of this.
Increasing numbers of Central Europeans are holidaying on the Adriatic Coast or the French Riviera. There, and from guest workers who brought it northwards, they learn of another way to drink coffee: espresso. So people can enjoy the ‘fiery Italian beverage’ at home too, JURA adds the first piston espresso machine, which tops every coffee with an irresistible layer of foam, to its range in 1977. It soon becomes chic to have an espresso machine in the kitchen, which is reflected directly in JURA’s sales figures.