Omorfia Group Acquires The Grooming Company Holding in Strategic Expansion

Omorfia Group, the beauty sector leader majority-owned by Multiply Group, an Abu Dhabi-based holding company, has completed the acquisition of 100% ownership of The Grooming Company Holding (TGCH). The purchase was made from CedarBridge Capital Partners, a leading private equity investor in the consumer and beauty sectors within the region. This acquisition increases the total number of salons owned and operated by Omorfia Group to 132.

TGCH is a prominent conglomerate operating 47 owned and 15 franchised salons, making a total of 62 locations across five countries. The company caters to both male and female clientele through its diverse brand portfolio. N.BAR is a network of 21 nail bars tailored for women, 1847 is a distinguished grooming lounge concept catering to men across 16 locations, and Sisters Beauty Lounge is a luxury chain of multifunctional beauty lounges with eight 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.

With an annual customer base exceeding 120,000, this acquisition solidifies Omorfia Group's leadership position in the GCC and MENA beauty sector, now boasting a combined network of 132 owned and operated salons across five key geographies.

Following this transaction, Omorfia Group plans to expand its footprint in existing markets across the GCC and the MENA region through organic growth and strategic partnerships globally. Samia Bouazza, Group CEO and Managing Director of Multiply Group, remarked, "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."

Faris Suhail Al Yabhouni Al Dhaheri, Group CEO and Managing Director of Omorfia Group, added, "This partnership offers a unique opportunity to synergize 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 capitalize on market opportunities and drive sustainable growth while upholding our unwavering commitment to delivering unparalleled service excellence. Our dedication to innovation and customer-centricity will remain steadfast as we navigate this exciting chapter of strategic partnership and expansion."

Vincenzo Minore, Group CEO of The Grooming Company Holding, stated, "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 five years, and the TGCH team for their efforts in making TGCH a recognized global brand."

This merger of United Arab Emirates-based firms further strengthens Omorfia Group's position in the beauty industry. The strategic move is a significant milestone, emphasizing their commitment to growth and leadership in the global market.