Emirates International Investment Company, the strategic investment arm of National Holding Group, has acquired a strategic minority stake in Joe & The Juice, valuing the company at $1.8 billion.
General Atlantic will remain the majority shareholder following the transaction, which builds on an existing relationship between Joe & The Juice and National Holding.
The investment is aimed at supporting the company’s continued global expansion, with a focus on accelerating new store openings and scaling its franchising operations. Joe & The Juice has increasingly leaned into franchising as a key growth driver, recently surpassing 100 franchise locations as part of its broader international strategy.
Founded in Denmark, the company operates a chain specializing in freshly made juices, coffee, and sandwiches. It has grown to more than 480 stores across 23 markets spanning North America, Europe, the Middle East, and Asia.
Joe & The Juice generated approximately $500 million in revenue in 2025 and has been investing in digital capabilities to enhance customer experience and operational efficiency as it expands its global footprint.
The transaction reflects continued investor interest in scalable, consumer-facing brands with strong international growth potential, particularly those leveraging franchising and digital infrastructure to drive expansion.
KEY QUOTE:
“Glad to announce that Emirates International Investment Company, the strategic investment arm of National Holding Group, has acquired a strategic minority stake in JOE & THE JUICE, while General Atlantic remains the majority shareholder. The transaction values the company at $1.8 billion and builds on an existing relationship between JOE & THE JUICE and National Holding. The investment is intended to support the company’s continued global expansion, particularly through new store openings and the scaling of its franchising operations.”
Hussam Majary, Investment Director, Emirates International Investment Company
