Eurazeo, a European private equity firm with €33.5bn in AUM, has completed a €25m minority investment in EX NIHILO, a $60m high-growth niche perfumery brand best known for its ‘Fleur Narcotique’ scent.
Eurazeo has invested in the company alongside Co-Founders Sylvie Loday, Olivier Royère and Benoît Verdier, who remain majority owners.
In a statement, Laurent Droin, Managing Director of Brands at Eurazeo, said: “We have targeted the niche fragrance space given trends towards premiumisation driven by consumer aspiration for uniqueness and experiences.”
“EX NIHILO – through its high-quality products, brand authenticity and selective distribution – is ideally positioned to benefit from the current market momentum.”
The firm intends to “leverage its international network throughout Europe, Asia and the United States to support the brand’s global development,” as well as contributing its operational expertise “to enhance EX NIHILO’s digital capabilities, sharpen the brand and its community, and strengthen the organisation globally”.
EX NIHILO was founded in 2013, with its products now internationally distributed in luxury department stores including Harrods, Bergdorf Goodman, Galeries Lafayette, and Saks Fifth Avenue, as well as specialty stores, niche perfumery shops and a network of seven flagship stores.
