At their new headquarters in Bonner, Montana, ten minutes outside of Missoula, Jess Nepstad demonstrated his company’s signature product: an indestructible coffee storage container with a patented airless plunger system. “Most people squeeze air out of freezer bags to keep food fresh,” he said, pressing down on the Airscape’s inner lid with a satisfying whoosh. “We just made it sophisticated.”
This simple innovation from Planetary Design, a 22-person company nestled in the mountains of Western Montana, found its way into kitchens across the globe—from coffee shops in Berlin to home baristas in Tokyo. Their journey from local business to international brand illustrates what Nepstad, after two decades in the coffee industry, describes as a fundamental shift in how small businesses can go global with Amazon.
“Back in 2016, we were doing about $2 million in annual sales,” Nepstad said. “Today, we’re at $10 million, with customers in multiple countries. That kind of growth wouldn’t have been possible without Amazon’s global selling program.”
While growing its Bonner-based operations, Planetary Design has leveraged the digital tools Amazon provides to independent sellers to reach customers worldwide. “We can launch in a new country and start seeing results almost immediately,” Nepstad noted.
“Our product reviews carry over, our advertising strategies transfer seamlessly, and Amazon’s tools help us navigate everything from translations to regulations in each new country.”
That consistency has proven crucial for the company’s expansion. In Germany, where coffee culture runs deep, Planetary Design saw 45% growth last year. Similar success followed in other European countries, Asia and Canada, with sales in four out of five overseas stores growing faster than their US business in 2024.
Those global customers have also enabled faster product innovation. When Planetary Design develops new coffee-related products, they can test reception across different countries simultaneously. “We can see real-time customer feedback from around the world,” Nepstad explained. “That kind of insight used to be available only to massive corporations.”
For Nepstad, who spent 18 years at Nestlé before leading Planetary Design, the accessibility of international commerce represents a fundamental shift in opportunities for small businesses. “Twenty years ago, if you wanted to sell internationally, you needed offices in every country, relationships with local retailers, and massive marketing budgets,” he said. “Today, a company from anywhere in America can reach customers worldwide with Amazon.”
The success has allowed Planetary Design to maintain its commitment to quality while growing its workforce in Montana.
Looking ahead, Nepstad sees opportunity where coffee consumption is growing rapidly. “We’re watching countries that traditionally favor tea, like India, where coffee culture is exploding,” he said. “The ability to enter new countries efficiently, test customer response, and scale accordingly—that’s revolutionary for a small business from Montana.”
As morning light streamed through the office windows, illuminating the snow-capped mountains beyond, Nepstad reflected on the journey. “We’re still the same small company at heart,” he said. “We’ve just figured out how to share our innovation with the world.”