Joe & The Juice owner buys back franchise rights

Danish urban juice bar and coffee concept Joe & The Juice has bought back the brand’s franchise rights for Singapore and Hong Kong from Singapore’s Norbreeze Group.

Norbreeze was running the brand’s network in both cities. Branches had opened in shopping centres such as Hong Kong’s Times Square and at Hong Kong International Airport.

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Founded in Copenhagen by CEO Kaspar Basse in 2002, Joe & The Juice uses natural and organic ingredients for its freshly prepared juices, shakes, coffees and sandwiches. The company has 198 stores internationally, with a growing presence in Asia.

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“Norbreeze has had great success in opening Joe & The Juice bars in Singapore and Hong Kong, and we have been able to use our experience and expertise from our core business to establish a strong network of juice bars,” says Norbreeze group CEO Anders Peter Juel Sauerberg.

Anders Peter Juel Sauerberg
Anders Peter Juel Sauerberg

“At the same time we have experienced very strong growth in projects and orders from our core business, within watches and jewellery. So as not to dilute our engagement, we have chosen to focus on our core business and have Joe & The Juice continue the expansion in the region.”

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Basse says Asia holds a significant opportunity for Joe & The Juice. “Norbreeze Group has helped establish a strong platform for growth in Singapore and Hong Kong from where we can continue the brand’s expansion.”

Norbreeze Group represents Pandora, Cath Kidson, Timberland, Cocomi, Bering, Daniel Wellington and Monica Vinader in Asian markets.

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