Omorfia Group, majority-owned by Abu Dhabi-based Multiply Group, has acquired The Grooming Company Holding (TGCH), a premier provider of salon and beauty services in the UAE.
Omorfia acquired the ownership from private equity investor CedarBridge Capital Partners with the objective of expanding its beauty services portfolio within the UAE and beyond.
TGCH portfolio includes 47 owned and operated salons and 15 franchises, a total of 62 locations across five countries. It caters to both male and female clientele.
The main brand portfolio consists of the popular N.BAR, a network of 21 nail bars tailored for women; 1847, a grooming lounge concept catering to men across 16 locations; and Sisters Beauty Lounge, a luxury chain of eight multi-functional beauty lounges.
Wellbe Trading, a subsidiary of TGCH that serves as the exclusive distributor of high-end beauty products across the GCC, is also part of the deal.
Samia Bouazza, Group CEO and Managing Director of Multiply Group, commented: “This transaction under Omorfia’s portfolio supports its ambition to establish a dominant beauty services platform, featuring well-run, profitable and cash-generating beauty brands. This cements our position as a leading beauty player, while helping us drive sustainable growth and deliver exceptional value to our shareholders and customers alike.”
Omorfia solidifies beauty sector leadership
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.
Faris Suhail Al Yabhouni Al Dhaheri, Group CEO and Managing Director of Omorfia Group, added: “This partnership offers a unique opportunity to synergise our operational capabilities, leverage our collective expertise to enhance service quality, and diversify our offerings to resonate with a broader spectrum of customers.
“By strategically aligning our goals and resources, we are poised to capitalise on market opportunities and drive sustainable growth.”
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.”
Omorfia Group’s existing brands includes Tips & Toes, Bedashing Beauty Lounge, Jazz Lounge Spa, The Juice Beauty, Fisio, and Creative Beauty Source. Its six innovative concept stores employees more than 2,500 people.
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