Eurazeo has signed an exclusive agreement to invest in Aroma-Zone, a French pioneer in aromatherapy, beauty and natural and DIY well-being, built on a digital model of live customer sales.
Eurazeo and its partners would invest around 410 million euros to become Aroma-Zone's reference partner alongside the Vausselin family, founder, who would remain a significant shareholder in the company's capital. The final terms of the transaction would be communicated when it was completed.
Created in 1999 as an information site on essential oils, Aroma-Zone is today one of the leading digital commercial platforms that differentiates itself by:
A natural and transparent offer, especially in relation to the origin of raw materials and the composition of products, based on the concept of "home-made" and the provision of rich and educational information;
The best quality at the right price based on a direct "end-to-end" model of the chain: upstream with a network of nearly 300 raw materials producing partners, and downstream with customers, through a digital model of sales to the customer live;
A loyal, prescribing and co-branded community of customers;
Responsible and ethical practices, and a search to minimise the impact on the environment.
Aroma-Zone, based in Cabrières d'Avignon in Provence, employs more than 350 people and distributes its products mainly online and in a network of seven stores across France. With continuous innovation, inspired by constant interaction with its loyal customer community, the Aroma-Zone Group has managed to develop a unique offering of more than 1,900 references and 3,000 recipes, today reaching more than 2 million users annually.
Eurazeo would support Aroma-Zone's growth strategy by bringing the strength of its international network to the company as well as its expertise in the consumer and digital sectors. Eurazeo would help Aroma-Zone improve its digital business platform in France and develop it internationally, while continuing to open new physical outlets.