We have advised Ex Nihilo, a high-growth niche perfumery house, on the sale of a minority stake to Eurazeo Brands (Eurazeo).
Founded in 2013 by three friends Sylvie Loday, Olivier Royère, and Benoît Verdier, Ex Nihilo (meaning “created out of nothing”) is an authentic French luxury house offering a differentiated approach to fragrance that generated c.$60 million retail sales in 2023. The brand reaches a global customer base through a multi-channel strategy, with distribution in some of the most exclusive department and speciality stores such as Harrods, Bergdorf Goodman, and Saks Fifth Avenue, niche perfumery shops as well as in seven flagship stores.
Ex Nihilo stands out in the fragrance industry by merging modernity with personalised luxury and artistic collaborations, known for its high-quality, exclusive scents, the brand collaborates with top perfumers and uses premium ingredients. ‘Fleur Narcotique’, a globally acclaimed perfume epitomises the brand’s success. Ex Nihilo is also keen to innovate, evidenced by the ‘Osmologue’ technology for bespoke fragrance personalisation, allowing customers to tailor scents. The house also offers collectable pieces and unique fragrances on demand.
Eurazeo aims to boost Ex Nihilo's growth across various channels and regions, using its expertise in brand building and consumer engagement. The partnership will primarily consist of leveraging Eurazeo's extensive international network in Europe, Asia, and the US to facilitate Ex Nihilo's global expansion. Additionally, Eurazeo will employ operational know-how to improve Ex Nihilo's digital presence, refine the brand and community engagement and fortify the organisation worldwide.
