General Atlantic becomes new major investor in Joe & the Juice

US equity firm General Atlantic has just announced a major strategic growth investment in Joe & the Juice. Plesner advised General Atlantic on the transaction.

General Atlantic becomes a new investor in Joe & the Juice with a view to further increasing the growth of the Danish juice and coffee bar. Joe & the Juice was founded in 2002 and today it has approximately 160 stores, primarily in the Nordic region and across the United Kingdom. In recent years, Joe & the Juice has increased its presence in Asia and it has just entered the US market.

With the new investment, General Atlantic becomes a minority shareholder in Joe & the Juice, joining Swedish private equity firm Valedo Partners that has previously invested in the company.

General Atlantic is a leading global growth equity firm with more than 100 investment professionals. The equity firm has previously invested in Airbnb, Alibaba and Axel Springer, among others. The investment in Joe & the Juice is General Atlantic's first retail and comsumer investment in the EMEA region.

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