JOE & THE JUICE has announced that Emirates International Investment Company (EIIC), the investment arm of National Holding Group, has acquired a minority stake in the company in a transaction that values the business at $1.8 billion.
General Atlantic remains the majority shareholder following the deal.
The partnership with EIIC builds on an existing relationship between JOE & THE JUICE and National Holding Group, a company that operates across sectors in the UAE and MENA region.
UAE’s EIIC buys stake in JOE & THE JUICE in $1.8 billion deal
JOE & THE JUICE said it intends to use National Holding’s expertise in supporting consumer and hospitality brands as it continues to expand and scale its franchise operations.
“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,” Thomas Nørøxe, CEO of JOE & THE JUICE said in a statement.
JOE & THE JUICE reported revenue of approximately $500 million in 2025. The company operates more than 480 stores in 23 markets spanning North America, Europe, the Middle East and Asia. It opened its 100th franchise store last year and has invested in its franchise model and in channels for ordering online.
The company was founded in 2002 and sells juice, coffee and sandwiches made with ingredients sourced from growers. It operates as a concept aimed at customers seeking food and drink made from ingredients that are sourced directly.
EIIC sees JOE & THE JUICE as a growth opportunity
“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,” Joseph Iskander, CEO of EIIC added.
EIIC is based in the UAE and has operated since the early 1990s. It holds stakes in companies across sectors in both its home region and in markets outside the Middle East. As part of its approach, EIIC works with its portfolio companies on operations and growth.
National Holding Group is the parent company of EIIC and operates across sectors in the UAE and MENA region.
