Joe & The Juice Lands UAE Investment at $1.8B Valuation

The announcement signals a deeper alignment between the fast-growing lifestyle brand and Gulf capital as the company looks to scale its international footprint and franchise operations.

At a glance, the deal reads like another private equity-backed expansion story. But behind it sits something more deliberate: a growing intersection between Middle Eastern capital and consumer-facing global brands aiming to capture younger, health-conscious audiences.

Founded in Copenhagen in 2002, JOE & THE JUICE has evolved from a niche juice bar into a global café concept operating more than 480 locations across 23 markets, spanning North America, Europe, the Middle East, and Asia.

The company reported approximately $500 million in revenue in 2025, supported by strong same-store sales growth and a steady expansion of its franchise model. The latest investment from EIIC builds on this momentum, offering both capital and regional strategic backing, while General Atlantic, which acquired a majority stake in 2023, remains the company’s primary shareholder.

Thomas Nørøxe, CEO of JOE & THE JUICE, stated: “JOE & THE JUICE has scaled into a truly global brand, and we continue to see strong momentum across our markets. We are pleased to deepen our partnership with National Holding Group, as we pursue our international growth ambitions and bring the JOE experience to more customers around the world.”

EIIC, the strategic investment arm of National Holding, has built a reputation as a long-term investor with exposure across sectors in the UAE and the broader MENA region. Its involvement in the deal extends an existing relationship with National Holding Group, suggesting the partnership is less about entering new territory and more about reinforcing a collaboration that has already shown results.

Joseph Iskander, CEO of EIIC, noted: “We believe JOE & THE JUICE presents a compelling growth opportunity around the world. We have long admired the strength of the brand and its ability to resonate with a diverse customer base. Its products have demonstrated enduring appeal over time, and we look forward to deepening our partnership with the team as they continue to scale the business.”

The deal reflects a broader shift in how capital is flowing into consumer-facing businesses. Rather than focusing solely on traditional retail expansion, brands like JOE & THE JUICE are positioning themselves at the intersection of health and wellness, convenience-driven consumption, and lifestyle branding. Industry insights suggest the company has aligned its offerings with demand for functional beverages and healthier food options, helping it resonate with younger, urban consumers.

One of the more notable aspects of the investment is what it does not signal. There is no indication of a strategic overhaul, a rebranding effort, or a shift in product direction. Instead, the company appears focused on scaling what already works, including expanding its global store count, accelerating franchising efforts, and investing in digital channels. The company recently opened its 100th franchise location, underscoring the growing importance of franchising as a core driver of its expansion strategy.

The involvement of EIIC also highlights the Middle East’s evolving role as both a capital provider and a consumer market. JOE & THE JUICE is already familiar with the region, but local backing can help reduce the operational and market-entry challenges global brands often face. Access to regional expertise, real estate networks, and local partnerships can significantly accelerate expansion and strengthen long-term positioning.

At a $1.8 billion valuation, expectations are already elevated. The next phase will likely test whether the company can maintain its brand identity and operational consistency while scaling at a faster pace.