Alantra advises CedarBridge Capital Partners and The Grooming Company Holding on its sale to Omorfia Group

SECTORConsumer Goods & Retail


Jun 2024
Sell-side advisory

London – Alantra, the independent global financial services firm, advises CedarBridge Capital Partners on its successful exit from The Grooming Company Holding (TGCH), a premier provider of salon and beauty services in the UAE, to Omorfia Group, the beauty anchor majority owned by Multiply Group, the Abu Dhabi-based investment holding company.

TGCH represents a conglomerate of four upscale brands with a collective presence spanning 47 locations, catering to both male and female clientele. The portfolio includes N.BAR, a network of 20 nail bars tailored for women; 1847, a distinguished grooming lounge concept catering to men across 17 locations; and Sisters Beauty Lounge, a luxury chain of multi-functional beauty lounges boasting 8 locations. Additionally, Wellbe Trading, a subsidiary of TGCH, serves as the exclusive distributor of high-end beauty products to TGCH and other salons across the GCC and has a growing franchise presence around the world.

Omorfia Group is a leading beauty service provider shaping the GCC markets. With an annual customer base exceeding 120,000, this acquisition solidifies Omorfia Group’s leadership position in the GCC and MENA beauty sector, boasting a combined network of 132 owned and operated salons across five key geographies. Omorfia Group will support the global expansion of N.BAR, 1847 and Sisters Beauty Lounge.

Alantra’s role in advising CedarBridge Capital Partners and TGCH builds on its reputation as a leading M&A advisor within the global beauty and personal care industry. This transaction is part of a series of significant deals that reinforce Alantra’s expertise, including advising on the sales of leading beauty product brands such as Medik8, Childs Farm, Absolute Collagen, Hairburst, Nails Inc and Vivona Brands and beauty service companies such as sk:n, Lazeo and the Provalliance Group.

Matthew Wiseman, who leads the Alantra Global Consumer team and is a recognised health & beauty expert, led the team advising CedarBridge Capital Partners and TGCH. He was supported by Jake Morris in the UK and Saad Ashraf, Managing Partner, UAE.

Matthew Wiseman, Managing Director in Alantra’s Global Consumer team, said, “The TGCH team with the support of CedarBridge Capital Partners has done a tremendous job in creating the leading premium beauty services platform in the UAE and continues CedarBridge’s track record as the UAE’s leading private equity investor in the consumer and beauty sectors. It has been a huge pleasure advising them on this transaction and we are excited to watch TGCH’s continued success under Omorfia Group’s ownership.”

Vincenzo Minore, Group CEO of The Grooming Company Holding, said, “Omorfia Group, with its strong presence and proven track record in the beauty and wellness sector, is the ideal partner for TGCH in its next phase of growth. I personally want to thank CedarBridge for their mentorship and stewardship during the past 5 years, and the TGCH team for their efforts in making TGCH a recognized global brand.”

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