Oriflame USA
March 18, 2025
LONDON, March 18, 2025 --
Oriflame announced a comprehensive recapitalization backed by the af Jochnick family and investors holding more than 80 percent of its bonds that will reduce its debt by about 520 million euros and extend its maturities. The deal includes 50 million euros of new capital from a consortium of long-term investors and the af Jochnick family, which will remain the main shareholder with the shareholding structure unchanged.
The transaction is expected to close in the first half of 2025, subject to conditions and approval from other creditors, including lenders under its revolving credit facility. Investment firms Tresidor Investment Management and Blantyre Capital said they would support a major deleveraging of the balance sheet and an injection of growth capital.
Oriflame said its transformation is showing results, with community members up year over year through February 2025 for the first time since early 2021 and sales and recruitment growth in more than 20 markets. Chairman Alexander af Jochnick said the deal gives the company a stable financial footing, and Chief Executive Anna Malmhake called it the start of a new chapter.