Café merch is either:
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a killer extra revenue stream + free marketing
or -
a sad pile of logo tees nobody wears.
The difference is simple: make it wearable, keep it tight and intentional, and don’t over-order.
If you want to see how we do company merch at SBM, start here: Brand merchandise. Want to browse product options first? Merch products.
The main thing
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Make café merch feel like a product, not a promo item.
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Stick to 3–6 products max.
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Keep branding subtle (embroidery + small chest hits = chef’s kiss).
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Order small, top up regularly, avoid dead stock.
Why café merch works so well
Cafés have three superpowers:
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foot traffic (people discover it IRL)
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regulars (repeat customers who want to rep “their spot”)
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identity (coffee people are loyal and slightly obsessed, in a good way)
If your café has a vibe, merch becomes an extension of that vibe.
What to make: the best café merch lineup
Start tight. Build around items people actually wear.
A proven café lineup:
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Cap (embroidered): easiest “I’ll grab that” purchase
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T-shirt: everyday staple, great margin at volume
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Hoodie or crewneck: premium hero item
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Tote bag: practical + visible (and coffee people love totes)
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Apron: mainly for staff, but can be a limited customer item
Browse all options here: Merch products.
Staff merch vs customer merch (don’t mix them up)
Staff merch
Goals:
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consistent look
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comfort + durability
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easy reorders
Best picks:
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tees
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aprons
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caps
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crewnecks
Customer merch
Goals:
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wearable streetwear vibe
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subtle branding
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limited colourways
Best picks:
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embroidered cap
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premium tee
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heavyweight hoodie
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tote
You can overlap items, but the design approach changes.
Design rules (so it looks premium)
Wearable café merch usually follows:
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small chest logo or icon
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embroidery for caps and subtle branding
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one bigger graphic on the back (optional)
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1–2 colourways, max 3
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avoid giant front logos unless your brand is already iconic
Ideas that work well:
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a small icon (bean, cup, location pin)
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coordinates of the café
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a short phrase that feels like your brand
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a minimal “staff edition” patch
The low-waste ordering plan (for cafés)
You don’t need a massive order. Cafés win with consistency.
A clean approach:
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start with a tight first run (test what sells)
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keep colourways limited so reorders match
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do top-ups (monthly or quarterly)
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keep the “premium hero” item in smaller quantities
This avoids:
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dead stock
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discounting
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merch boxes taking over your storage room
Where to sell café merch
Simple options:
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in-store display (near the counter = best conversion)
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QR code on the menu / table cards
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online shop linked in bio
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limited drops around events, anniversaries, seasonal menus
If you want help building a clean merch setup for your café, start at Brand merchandise or Request a quote.
Sustainability angle (without preaching)
The most sustainable café merch isn’t just “better cotton.” It’s merch that:
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gets worn for years
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isn’t overproduced
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is built with quality and responsible production
For the bigger picture, see Sustainability.
FAQ
How many products should a café launch with?
3–6 is the sweet spot. Too many options slows buyers down.
What sells best for cafés?
Embroidered caps and totes are usually the fastest movers. Hoodies are your premium hero.
Can everything be printed with our design?
Yep. Pick your products and we’ll recommend the best print/embroidery setup.
CTA
Want café merch that actually sells (and doesn’t become dead stock)? Start with Request a quote and tell us your café vibe, logo files, and what products you’re thinking.
