Extravaganza Beauty buys luxury perfumer Roja London from founder Roja Dove
What's the deal? Middle Eastern fragrance investor and distributor Extravaganza BeautyDealroom has a profile for this one. Try Dealroom → has acquired British luxury perfumer Roja LondonDealroom has a profile for this one. Try Dealroom → from founder Roja Dove, WWD reports. Terms were not disclosed. Dove moves into a consultancy role, while chief executive Audrey Minard, in post since 2021, continues to lead the brand.
What each side brings: Founded in 2011, Roja London is made in England and sold through retailers including HarrodsDealroom has a profile for this one. Try Dealroom →, BloomingdaleDealroom has a profile for this one. Try Dealroom →'s, Saks Fifth AvenueDealroom has a profile for this one. Try Dealroom → and KaDeWeDealroom has a profile for this one. Try Dealroom →, plus its own boutique in London's Burlington Arcade. Extravaganza BeautyDealroom has a profile for this one. Try Dealroom → invests in and distributes high-end niche fragrance across the Middle East, Europe, the Americas and Africa.
Why now? The two companies began a commercial partnership in the Gulf Cooperation Council before the deal. Minard said Extravaganza "has demonstrated a strong understanding of the standards required to successfully build and commercialize niche luxury fragrances."
What's the endgame? The company says the sale will fund deeper investment in product development across its five collections — Prestige, Elysium, Aoud, Isola and Art — and support growth in key markets.
What they're saying: Dove said creating Roja London "was incredibly personal and was born from passion and my love of quality and creativity." He praised Extravaganza's "drive, expertise and respect for the brand," adding the sale lets him focus on "creativity and education." Chairman Chadi Douaihy said the deal "reflects our confidence in the brand, its team and its long-term potential."
The signal: Extravaganza's portfolio already spans AmouageDealroom has a profile for this one. Try Dealroom →, Ex NihiloDealroom has a profile for this one. Try Dealroom →, Nishane, Maison Crivelli and Marc-Antoine Barois. Adding Roja London deepens a consolidation push in niche luxury perfumery, where Gulf-backed investors are increasingly buying up independent Western houses.
Read more: basenotes.com
Image credit: Tim Evanson
