Nolo Botana, a barista champion, and Pablo Caballero, a roasting championship runner-up, founded Hola in Madrid in March 2017. Both had previously worked at Café Federal, Nømad, and Toma. They initially roasted on a shared Giesen before opening their own facility.
The first cafe in Lavapiés helped transform the neighbourhood into a coffee hub. A second near Plaza de España includes a kitchen and bakery with table service, featuring Spain's first Mod Bar.