Emosia, a leader in the home fragrance market, acquired digitally native brand My Jolie Candle.
WHO: Founded in 2014 by Samuel Guez, My Jolie Candle has established itself in the home fragrances market with its innovative candles and jewelry hidden inside. The digitally native brand is popular among a young audience because of its innovative concept.
Emosia, the owner of Maison Berger Paris, Bougies la Française, and Ambiances Devineau, stands out as an emblematic brand and a leader in the market of home fragrances.
WHY: The acquisition has been conceived as a partnership. The two entities are highly complementary, and this acquisition will enable them to develop in this fast-growing market.
IN THEIR OWN WORDS: "Emosia is delighted to welcome My Jolie Candle, a company with a strong identity. We hope it will become as emblematic as Maison Berger Paris, Bougies La Française and Ambiances Devineau, our other brands. Each brand is positioned on a specific market segment and has a loyal following of French clients who are attracted to its high-quality products that address a growing demand for home relaxation and well-being," said Olivier Sillion, CEO of Emosia. He added that "Young people, millennials in particular, love My Jolie Candle's products. Jewelry candles will expand our product range and target customers with specific affinities. This acquisition will also be an opportunity for Emosia to strengthen its digital expertise, because My Jolie Candle is a digital native vertical brand (DNVB) that started and has grown on the internet."
Samuel Guez, founder of My Jolie Candle, said, "The activities of Emosia and My Jolie Candle are complementary. We will be able to benefit from Emosia's century of expertise and brand experience. For a young company like ours, this is an opportunity to enter a new phase in our development and to move towards steady, long-term growth. For example, Emosia will open its vast network of 1,200 stores to us. This will obviously change our current scale of distribution."
Karel Kroupa, Partner at Argos Wityu, Emosia's core shareholder, said, "My Jolie Candle is a well-known brand with a unique product and a significant customer base. The acquisition of My Jolie Candle is part of Emosia's build-up strategy and will enable Emosia to offer a rich and varied product range as well as premium-quality services throughout the world."
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