In a significant move to execute a robust turnaround strategy, The Body Shop has agreed to sell parts of its Europe and Asia business to an undisclosed international family office. The beauty retailer, now under the ownership of private equity firm Aurelius, aims to focus on strategically important markets and revitalize its brand image.
This transaction, covering most of mainland Europe and selected parts of Asia, represents approximately 14% of The Body Shop’s external global sales. The sale encompasses both physical and digital operations but will not impact the company’s operations in the UK or its global head franchise partners at the country or territory level.
The Body Shop emphasized that the sale aligns with its commitment to prioritize key markets and strengthen global head franchise partnerships. The company aims to enhance customer reach through digital platforms, explore new sales channels, and provide differentiated retail experiences.
The undisclosed deal marks a decisive step in The Body Shop’s turnaround strategy under Aurelius ownership. The private equity firm acquired the business from Natura &Co for £207 million in November, initiating changes in leadership, including the departure of CEO Ian Bickley and UK and Ireland Managing Director Maddie Smith.
The sale does not include the UK, and Maddie Smith’s departure, effective in April, was unrelated to the recent business sale. The Body Shop affirmed that Smith’s decision was made before Christmas and is part of the ongoing transformation and leadership transition.
The beauty brand is now under the scrutiny of Aurelius, which, upon acquiring The Body Shop, expressed its commitment to driving operational excellence and re-energizing the business. The company’s restructuring efforts and change in ownership reflect a proactive approach to adapting to market dynamics and reinforcing its position as a modern and dynamic beauty brand.
The exact details of the deal, including the countries involved, remain undisclosed, but the sale underscores The Body Shop’s commitment to reshaping its business for long-term competitiveness and relevance in the beauty industry.
