Joe & The Juice Expands to Monaco with New Shopping Center Location

Joe & The Juice, a Danish juice bar chain founded by former professional athlete Kaspar Basse in 2002, has inaugurated its first location in Monaco. This new outlet is situated on the top floor of the Métropole Shopping Center and was officially opened on July 8, just a day after the brand's debut in Nice. The Monaco opening is part of a broader strategy to establish a presence in premium locations along the French Riviera.

The Métropole Shopping Center in Monte-Carlo, known for its luxury brands and affluent clientele, provides an ideal setting for Joe & The Juice to offer its range of cold-pressed juices, matcha drinks, and made-to-order sandwiches. This new location is expected to attract some of Europe’s wealthiest international shoppers who frequent the area.

Joe & The Juice Monaco was incorporated in December 2025 with a capital of 15,000 euros, indicating a commitment to the local market. The company is managed by Alan Brianti, Kasper Borst, Nicolai Klinkby, and Thomas Nørøxe, and is registered on Avenue du Fontvieille. Its business activities include operating snack bars, takeaway sales, delivery, and event catering.

The simultaneous openings in Nice and Monaco appear to be a calculated move to tap into the affluent, cosmopolitan profile of these markets. Both cities are key tourist destinations, attracting millions of visitors each year, which aligns with Joe & The Juice’s expansion goals.

Globally, Joe & The Juice is planning to open 100 new locations in the United States over the next 18 months, while also expanding in Scandinavia, the UK, and Southern Europe. The company, valued at 1.8 billion dollars, aims to reach 1,000 locations by 2028. This growth strategy involves forming strong local partnerships, as seen with the dedicated company structure in Monaco, rather than relying on traditional franchising methods.