KCP Capital and Grant Thornton UAE advise on UK-Middle East luxury fragrance deal
Middle East-based Extravaganza Beaute has acquired Roja London, a UK-based luxury fragrance brand. The deal was advised on by M&A experts from KCP Capital and Grant Thornton.
Founded in London in 2011, Roja London is known for its modern approach to haute perfumery. Its signature lines include the Prestige, Aoud, Isola and Elysium collections, with prices for its perfumes starting at $300. The brand is carried by a number of luxury department stores, including Harrods and Saks Fifth Avenue.
Extravaganza Beaute is a luxury beauty distributor with a strong presence in the Middle East. The company specialises in luxury perfumes, with a particular focus on niche fragrances such as Amouage, Elie Saab, Ex Nihilo and Maison Crivelli. The group, which has over 100 staff, also operates across the US, the UK and France.
In a deal announced on Friday, Extravaganza Beaute said it had acquired Roja London for an undisclosed amount. The acquisition expands the Middle East-based group’s portfolio with an established British perfume house and aligns with its strategy of expanding its footprint in a growing market.
Chadi Douaihy, Chairman of Extravaganza Beaute, commented: “Our investment reflects our confidence in the brand, its team and its long-term potential. We look forward to supporting the business in its next stage of growth, accelerating its development and taking it to the next level, while continuing to deliver an uncompromising luxury experience.”
Roja London, meanwhile, described the deal in a statement as “an exciting new chapter in our journey of growth and global expansion, which will help create new opportunities for innovation, growth and the future of fragrance.”
“This is more than an acquisition – it is a coming together of heritage, creativity, craftsmanship and ambition, with a shared vision to take exceptional British fragrance to new markets and new audiences around the world.”
The dealmakers
On the sell-side, Grant Thornton’s UAE team advised the shareholders of Roja London. The firm provided sell-side M&A advisory services throughout the transaction, supporting the shareholders with the preparation, marketing, negotiation and execution of the sale.
Commenting on the deal, Grant Thornton partner Salmaan Khawaja said: “Roja London has built an exceptional brand with a distinctive position in the global luxury fragrance market. We would like to congratulate the shareholders and the advisory teams involved on this strategic transaction and look forward to seeing the business continue its growth journey under its new ownership.”
“This transaction reflects the strength of the Roja London brand and the significant opportunity ahead under Extravaganza Beaute’s ownership,” added Qasim Memon, director at Grant Thornton. “It has been a privilege to advise the shareholders on this deal. The transaction showcases our team’s strengths and capabilities in advising on cross-border deals.”
In recognition of the firm’s work, a spokesperson for Roja London’s shareholders stated: “Grant Thornton provided exceptional support throughout the journey. Their clear communication, commercial approach, cross-border transaction expertise, and consistent accessibility gave us confidence throughout the process. We greatly appreciated their commitment and dedication and are delighted with the successful completion of this landmark transaction.”
KCP Capital, a Dubai-based advisory firm, acted as the sole buy-side financial adviser to the shareholders of Extravaganza Beaute.
Elias Sahyoun, Managing Director at KCP Capital and the firm’s deal captain on the transaction, said: “This valuable acquisition represents a defining moment for Extravaganza Beaute in its growth journey and will certainly serve to elevate and strengthen its global positioning and commercial partnerships. We are proud to have successfully advised on and completed this transaction and are confident that it will bring long-term financial and strategic value to our client.”
