Joe & The Juice lands $1.8 billion valuation with Emirates investment

Joe & The Juice has landed a strategic minority investment from Emirates International Investment Company that values the Danish-founded juice, coffee and sandwich chain at $1.8 billion and leaves General Atlantic in control. The deal puts fresh UAE-backed capital behind a brand that has spent years trying to turn its polished city-store formula into a global franchise machine.

EIIC, the strategic investment arm of National Holding Group in Abu Dhabi, said the stake is meant to help Joe & The Juice speed up expansion and open more stores around the world. Bloomberg reported that EIIC is buying part of General Atlantic’s holding and also subscribing for new shares, while the company said the partnership extends its existing relationship with National Holding Group and its expertise in supporting international consumer and hospitality brands.

The money comes with a clear message: investors still see room for branded beverage chains that can travel well across markets, even with consumers under pressure. Joe & The Juice said it generated about $500 million in revenue in 2025, operated more than 480 stores across 23 markets and opened its 100th franchise store last year. The company has been leaning harder on franchising and digital sales, a lighter capital model than building company-owned cafes one by one.

That growth story is not coming from nowhere. In 2023, revenue rose to more than DKK 2.4 billion, up roughly 42% from the prior year, and operating profit turned positive at DKK 178 million. Joe & The Juice also brought in franchising and foodservice veteran Jeffrey Lawrence to its board in April 2024 to support international growth. Lawrence previously held senior roles at Domino’s Pizza, a signal that the company wants people who understand how to scale fast without losing operational discipline.

The brand’s map has been pointing outward for years. Its press kit says it first expanded beyond Denmark in 2009 with a store on London’s Regent Street, and it now has more than 50 stores in greater London. Germany and Sweden followed in 2011, then Norway in 2012. That footprint helps explain why the Middle East keeps showing up as both a source of capital and a battleground for premium food-and-beverage concepts: the region has the cash, the mall traffic and the appetite for international lifestyle brands.

For Joe & The Juice, the new backing gives it more room to push into new markets and build out the kind of franchised network that can support a path toward 1,000 stores by 2028. The bet is that the brand’s coffee-and-food format can keep its premium edge while scaling far beyond Copenhagen, London and the rest of its core urban base.