Eurazeo, the European investment group, has spent approximately 25 million euros ($27.19 million) to acquire a minority stake in the French niche perfume brand Ex Nihilo. The co-founders of Ex Nihilo, Sylvie Loday, Olivier Royère, and Benoît Verdier, still retain the majority ownership of the company.
Eurazeo’s investment aims to support the development of Ex Nihilo. The company will leverage its international network, digital capabilities spanning Europe, Asia, and the United States, and focus on Ex Nihilo and its community to enhance the brand’s influence worldwide.
Public information reveals that Ex Nihilo was founded in 2013 and is rooted in the luxury perfume craftsmanship of France. It is renowned for its modern techniques, artistic and brand collaborations, as well as personalized perfumes and packaging. Ex Nihilo currently offers around 50 fragrances, with a price of 280 euros ($304.53) for a 100ml bottle.
Furthermore, Ex Nihilo enables personalized custom fragrances through the brand’s Osmologue machine. The brand also produces collectibles and unique custom fragrances based on demand. Currently, the brand has approximately 300 points of sale worldwide and seven flagship stores that offer personalized services. It has established partnerships with boutiques and niche perfume stores. Ex Nihilo has achieved approximately $60 million in retail sales.
Laurent Droin, Managing Director of Eurazeo Brands, stated, “Establishing a differentiated brand in this market is quite challenging, and the three founders have successfully created a scalable brand.”
