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It is now firmly established that Danish-born JOE & THE JUICE has grown into a major international business. With more than 500 stores worldwide, a workforce of over 4000 and revenue approaching €540 million, the chain has long outgrown its Danish roots.

Its ambitions remain considerable. JOE & THE JUICE has set its sights on 1000 stores in the coming years, as it continues to build a global brand that can adapt to the markets it enters.

The latest example comes from the Middle East, where the company has teamed up with Karen Wazen, an internationally recognised lifestyle entrepreneur and fashion personality.

Karen Wazen

Karen Wazen is the founder of Karen Wazen Eyewear, a brand launched in 2018 with a focus on sunglasses that has since expanded into jewellery and other accessories.

She is also a partner at investment firm KE Partners, which invests in sectors including fintech, e-commerce, hospitality and real estate.

With close to eight million followers on Instagram, Wazen has built a significant presence in fashion and lifestyle, particularly across the Middle East. She has also featured on the cover of Elle Arabia.

Her collaboration with JOE & THE JUICE sees the launch of a limited-edition smoked salmon sandwich, featuring cream cheese and presented in specially designed silver packaging created for the partnership.

Launched on 16 October, the Karen Wazen Smoked Salmon Sandwich is available at selected locations across the United Arab Emirates, Bahrain, Kuwait, Lebanon and Qatar.

This is far from the first time JOE & THE JUICE has partnered with well-known names to strengthen its international brand.

In 2024, the company launched its Get Chic for Breakfast campaign with Paris Hilton and Alix Earle. The following year, tennis star Novak Djokovic joined JOE & THE JUICE as a health and wellness ambassador and co-owner. The company has also entered into a global partnership with British automotive brand Bentley.

The approach is slightly different with Karen Wazen. While some of its previous collaborations have been aimed at a broad international audience, this latest initiative centres on a personality with a particularly strong following in the Middle East.

The partnership reflects a broader development at JOE & THE JUICE. What began as a juice bar in Copenhagen has grown into an international lifestyle brand, but global scale does not necessarily mean taking the same approach in every market.

It is a strategy we have also explored in our coverage of Zalando, including its Access All Areas initiative. You can start reading that series here.

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