Eurazeo has signed an exclusivity agreement with a view to investing in Aroma-Zone, a pioneering French company making and distributing aromatherapy, natural DIY (Do-it-yourself) beauty and wellness products through a direct-to-customer online model.
Under the agreement, Eurazeo and its partners would invest around EUR410 million, becoming Aroma-Zone’s main shareholder alongside the founding Vausselin family, who would retain a significant stake in the company. The final terms of the deal would be announced on completion.
Aroma-Zone was set up in 1999 as a website providing information about essential oils, and has now turned into a leading online retailer that stands out by:
• Making and distributing a wide range of natural DIY products and ingredients, with full transparency regarding the origin of their raw materials and their composition, and providing a large amount of information and educational content;
• Offering the best quality at a fair price, based on end-to-end management of the supply chain: upstream through a network of almost 300 partners producing the raw materials, and downstream through direct sales to customers online;
• Developing a loyal community of customers who recommend its products and play an active role in building the brand;
• Adopting responsible and ethical business practices and a commitment to minimising its environmental impact.
Aroma-Zone is based in Cabrières d’Avignon in Provence, employs more than 350 people and sells its products mainly online but also through a network of seven stores across France. The company is continuously innovating, inspired by constant interaction with its loyal community of customers. It has developed a unique offering of more than 1,900 products and 3,000 recipes, and currently addresses more than 2 million users per year.
Eurazeo would support Aroma-Zone with its growth strategy, providing access to its international network and expertise in the consumer goods and digital sectors. Eurazeo would help Aroma-Zone improve its online platform in France and develop it internationally, while continuing to open new stores.