Fuglen is a legendary Oslo institution that pioneered the Norwegian capital’s celebrated third-wave coffee movement. From its 1963 origins, it grew into an internationally recognized brand by seamlessly blending light-roast Nordic coffee, craft cocktails, and mid-century Scandinavian vintage design. Here is the story of Fuglen: The cross-continental Norwegian coffee champion.

The story began in central Oslo when the first shop opened as “Kaffefuglen” (meaning “The Coffee Bird” – probably an early bird in need of a coffee).

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In 2008, the café was purchased by a trio of visionaries. Coffee champion Einar Holthe, bartender Halvor Digernes, and vintage furniture expert Peppe Trulsen completely revamped the concept while preserving the original 1960s aesthetic.

Fuglen was designed to operate as an airy specialty coffee shop by day and an elevated craft cocktail lounge by night. Staying true to its roots, all the retro mid-century Scandinavian furniture, lighting, and ceramics inside the shop were, and still are, for sale.

The Global Migration

Instead of focusing on major European or North American cities, Fuglen has looked to Asia. Inspired by Japan’s deep appreciation for craft and design, co-owner Einar Kleppe Holthe expanded the brand to Tokyo’s Shibuya district in 1212. The concept exploded in popularity, bringing the Tokyo scene to light, fruit-forward Nordic coffee, and the uniquely cozy Oslo atmosphere.

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Modern Expansion

To ensure quality and overcome logistical hurdles, Fuglen opened its in-house roastery in Tokyo in 2014. Today, it roasts and supplies beans for worldwide distribution, operating under direct-trade and transparent-sourcing principles. New shops in Fukuoka and Bali opened this year.

It continues to operate its flagship sites in Oslo, offering globally sourced single-origin beans that highlight the coffee cherry’s natural, clean character.

“We’re showing that you can build a very good business, based on values, that doesn’t only think about profits,” says Holthe.

The Story of Fuglen: The Coss-Continental Norwegian Coffee Champion, written by Tor Kjolberg. All images © Fuglen. Feature image (top): Celebrating 60 years of Fuglen in August 2022.