Simon Lévelt Amsterdam Oost (Oostpoort)

Simon Lévelt Amsterdam Oost is located at Waldenlaan 4 in Amsterdam, within the Oostpoort Shopping Center. Public listings also refer to this branch as Simon Lévelt Amsterdam Waldenlaan or Simon Lévelt Oostpoort. In these sources, the business is primarily described as a specialty shop for coffee and tea, rather than a standalone café concept with its own brand identity.

The broader Simon Lévelt brand dates back to 1826 in Amsterdam. According to the company, the trade in coffee and tea has remained within the Levelt family for six generations. For the Oostpoort location, Corina de Roock is mentioned in public information as the owner or entrepreneur. No separate founding team for this specific location was described in the consulted sources.

An exact opening date for the Oostpoort branch is also not publicly documented in the researched material. However, a commercial supplement from Oostpoort dated April 28, 2016, shows that the store was already present at that time. Additionally, it is recorded that the business reopened in 2025 following a renovation or remodel.

In its own communications, the Simon Lévelt concept is linked to 100 percent organic coffee and tea, direct sourcing, and in-house flavor development. The roasting and packaging take place in Haarlem. For the Oostpoort location, the emphasis is also on a rotating assortment, grinding coffee tailored to the brewing method or machine, and a tea selection from multiple regions of origin.

The branch works with coffee from the Simon Lévelt roastery. The company states that the coffee for the specialty shops is roasted in their own roastery in Haarlem. The Oostpoort location page indicates that coffee is ground fresh in-store and tailored to how customers brew at home. In doing so, the store aligns with a retail model where sales and expert advice converge.

Public listings show that espresso is available as a prepared beverage in the store. Furthermore, cups and gift items are mentioned within the same store environment. On product pages within the same store network, brewing advice is provided for several methods. These include filter coffee, espresso, moka pot, Chemex, cafetière, and Turkish coffee. This reflects the breadth of the assortment and how the coffee is positioned.

For the Waldenlaan location, several drink formats and seasonal offerings have been publicly recorded. These include espresso, iced coffee, iced tea, a seasonal cold-drip bar, and recurring mentions of tea tasting moments under the heading “Thee Tip”. A complete, location-specific menu was not found in the researched sources.

In addition to drinks, the location page also mentions product groups for home use. These include coffee beans, tea, chocolate and fudge, syrup, and gift sets. Green tea, Earl Grey, and rooibos are explicitly mentioned as examples of tea. Thus, the store functions not only as a pickup point for drinks but also as a retail point for home brewing and gift items.

Various tasting activities around the store have been documented in public posts. Examples include a tea tasting, an iced coffee tasting, and recurring moments centered around tea. The reopening of the store and seasonal promotions, such as a cold-drip bar, have also been publicly mentioned. No evidence of a structured program featuring workshops, exhibitions, or other cultural activities was found in the researched material.

Furthermore, the location is clearly presented as part of the Oostpoort Shopping Center. The center’s own channels have included Simon Lévelt in communications regarding local entrepreneurs and activities. This includes references to a milestone celebration marking 200 years of Simon Lévelt, linked to Oostpoort. Consequently, the branch appears to be embedded within the local retail environment rather than operating as part of an autonomous hospitality network.

A key element of Simon Lévelt’s public positioning is the transition to a fully organic assortment. According to company information, the coffee range became organic in 2024, with tea following shortly after. Reports from 2025 confirmed that the entire coffee and tea selection was organic. For the Oostpoort store, this falls under the broader framework of the chain’s brand identity.

The company further states that it sources its coffee and tea independently, working directly with plantations. Regarding tea, it is noted that partners have been encouraged to switch to certified organic cultivation since the 1980s. Public communications also mention specific relationships, such as Fazendas Dutra in Brazil and the Ketiara women’s cooperative in Sumatra, which is linked to Kopi Ketiara.

Several measures regarding packaging have been publicly detailed. Customers are welcome to bring their own containers and receive a discount of ten cents for every avoided package. Additionally, the company mentions reusable cotton coffee bags, storage canisters, PEFC-certified paper, and recyclable paper store packaging. A trade report from 2021 also mentions that Simon Lévelt coffee capsules, as well as aluminum capsules from other brands, could be dropped off at specialty stores for recycling via TerraCycle.

The Oostpoort location appears limitedly in independent reporting. At a local level, an article or advertorial from De Brug Amsterdam-Oost dated November 4, 2020, was found regarding the store and owner Corina de Roock. For the Simon Lévelt brand as a whole, its own Media & PR page mentions features in various national and sector-specific media. However, this refers to the brand and not specifically to the Oostpoort store.

Recent brand-focused attention has centered primarily on the organic assortment changes in 2024 and 2025, and an anniversary campaign in 2026. No separate awards or independent distinctions were found for the Oostpoort location in the public sources examined. As a result, the available image is primarily that of a local branch within a long-established retail brand, with an emphasis on coffee, tea, tasting activities, and organic positioning.