Our Cases

Paula’s Choice EU forms joint venture with brand owner


JBR has advised the shareholders of Paula’s Choice Europe BV, based in the Netherlands, on the sale of 50% of the shares of the company to its American brand owner Paula’s Choice LLC.


Paula’s Choice is a rapidly growing brand in skincare products for men and women. The company pursues a fully e-commerce based strategy and has shown strong growth over the last fifteen years in the US market. Four years ago the company found a professional financial backer in a private equity firm, which has fuelled further growth of the company. Ten years back, after one of the Dutch shareholders “discovered” the brand, the products were also brought to Europe for the first time. Paula’s Choice Europe BV started as an exclusive distributor for the Netherlands. Now ten years later the company (Paula’s Choice Europe BV) is generating sales in several countries throughout Europe and is showing strong growth across the board.

Customer's dilemma

Early 2014 the American company put out the first signals that it would like to obtain a stake in the European business in order to align its interests and tighten the relationship. At this point the shareholders of Paula’s Choice Europe BV engaged the services of JBR to support them in this process, in which the good relationship between the two companies was of course paramount.

Our contribution

JBR has advised the shareholders during the entire process; from the initial shareholder perspective, all the way through the closing of the eventual transaction.

The result

As a result of the process, as per March 2015 a Joint Venture between the shareholders and Paula’s Choice LLC was established. Both parties are very satisfied with the outcome of this transaction and are currently building towards the further growth of the brand in Europe.