Emirates International Investment Company (EIIC), a leading UAE‑based private investment firm and the strategic investment arm of National Holding Group, acquired a minority stake in Joe & the Juice. The transaction is structured as a mix of secondary share purchases from General Atlantic and the issuance of new equity, with General Atlantic remaining the majority shareholder and retaining control of the business. The move deepens an existing partnership between the two parties, as EIIC already operates as a franchise partner for Joe & the Juice in several markets, including Spain and Turkey, where it combines local market knowledge with capital to support store rollout and brand‑building. The fresh capital injection is intended to accelerate Joe & the Juice’s global expansion, with a clear ambition to scale from over 480 locations to around 1,000 stores by 2028, particularly in high‑growth corridors such as the Middle East, North America, and selected emerging markets.

General Atlantic, a global growth‑equity firm, entered the capital of Joe & the Juice by acquiring a minority stake through a strategic growth‑equity round, joining existing shareholder Valedo Partners as a co‑investor. The transaction is designed to support the chain’s global expansion, particularly in the United States and the UK, by providing capital to open up to 150 new stores in the U.S. over the subsequent years and to strengthen its omnichannel and brand‑development capabilities. At the time of the investment, Joe & the Juice operated about 160 outlets worldwide, with most locations concentrated in Northern Europe and the UK, and a nascent but growing presence in Asia and the U.S. The group had doubled its revenue from 2012, reflecting a strong post‑Valedo LBO trajectory, and had become a visible, youth‑oriented lifestyle brand anchored in millennial consumers seeking convenient yet healthy food and beverage options.

Valedo Partners acquired a majority stake in Joe & the Juice in 2013, with founder and CEO Kaspar Basse retaining a minority equity position and remaining in the management role. The deal is structured as a classic small‑LBO, with Valedo partnering alongside Basse and a group of key employees who also take equity stakes, thereby aligning incentives for a value‑creation phase focused on geographic expansion and brand‑building. At the time of the transaction, Joe & the Juice operated around 50 juice bars across several Northern European countries and the UK and generated roughly DKK 200 million in annual turnover, positioning it as a mid‑scale, fast‑growing lifestyle F&B concept rather than a large‑scale restaurant platform. The Swedish investor brings its typical mid‑market playbook to the company, emphasizing growth capital, operational support, and board‑level guidance through new independent directors such as Danny Feltmann Espersen and Sven Mattsson, who bring experience from H&M, Bang & Olufsen, Karmameju, and Oriflame. The strategic rationale for Valedo is to back a proven, franchise‑ready concept in a structurally growing wellness and convenience‑consumption segment, with a clear path to scaling through additional city‑centers and international markets.