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Omorfia Group Accelerates Growth with 100% Acquisition of The Grooming Company Holding

Omorfia Group, the beauty anchor majority-owned by Multiply Group, has successfully acquired 100% ownership of The Grooming Company Holding (TGCH) from CedarBridge Capital Partners. This strategic move aligns with Omorfia Group's growth strategy, focusing on targeted bolt-on acquisitions to expand its portfolio of beauty services within the UAE and beyond.

TGCH, a premier provider of salon and beauty services in the UAE, operates 47 owned and 15 franchised salons, totaling 62 locations across five countries. The main brands under TGCH include N.BAR, a network of 21 nail bars for women; 1847, a distinguished grooming lounge for men with 16 locations; and Sisters Beauty Lounge, a luxury chain of multi-functional beauty lounges with 8 locations. Additionally, Wellbe Trading, a subsidiary of TGCH, serves as the exclusive distributor of high-end beauty products across the GCC.

With an annual customer base exceeding 120,000, this acquisition increases Omorfia Group’s owned and operated salons to 132, solidifying its leadership position in the GCC and MENA beauty sector. Post-acquisition, Omorfia Group plans to expand its footprint in existing GCC and MENA markets through organic growth and strategic partnerships globally.

Samia Bouazza, Group CEO and Managing Director of Multiply Group, stated, “This transaction under Omorfia’s portfolio supports our 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.”

Vincenzo Minore, Group CEO of The Grooming Company Holding, commented, “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 over the past five years, and the TGCH team for their efforts in making TGCH a recognized global brand.”

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