Joe & The Juice Enters Middle East Market Ahead of IPO, CEO Thomas Noroxe Says - Bloomberg

Joe & The Juice Enters Middle East Market Ahead of IPO, CEO Thomas Noroxe Says - Bloomberg

Joe & The Juice A/S, the juice bar chain whose owners include Egypt’s richest man and the H&M billionaire family, will expand in the Middle East as part of growth plans to prepare for a possible stock-exchange listing.

It wants to popularize juice globally the way Starbucks Corp. spread the takeaway coffee culture around the world and reckons going public could help achieve that goal, Chief Executive Officer Thomas Noroxe, a former investment banker at UBS Group AG, said in an interview. An IPO will be possible in three to five years, if cash flow turns positive, he said.

“We’re a category killer,” the 47-year-old, who became CEO in June, said by phone. “We believe we have a justification to be on the stock exchange. We’re a consumer brand and listing would make us more visible.”