Eurazeo has signed an exclusive agreement to invest in Aroma-Zone, a French pioneer in natural and DIY aromatherapy, beauty and wellness, built on a digital model of selling to the customer directly.
Eurazeo and its partners would invest approximately 410 million euros to become Aroma-Zone's reference partner alongside the Vausselin family, the company's founders, who would remain a significant shareholder in the company. The final terms of the transaction will be communicated upon completion.
Created in 1999 as an information site on essential oils, Aroma-Zone is today one of the main digital commercial platforms which differentiates itself by :
- A natural and transparent offer, particularly with regard 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 partners producing raw materials, and downstream with customers, through a digital model of direct customer sales;
- A loyal community of customers, prescribers and involved in the co-construction of the brand;
- Responsible and ethical practices, and a quest to minimize 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 boutiques across France. Through constant innovation, inspired by constant interaction with its loyal community of customers, the Aroma-Zone group has succeeded in developing a unique offer of more than 1,900 references and 3,000 recipes, addressing today more than 2 million users annually.
Eurazeo would support Aroma-Zone in its growth strategy by providing the company with the strength of its international network and its expertise in the consumer and digital sectors. Eurazeo would help Aroma-Zone to improve its digital sales platform in France and to develop it internationally, while continuing to open new physical points of sale.
