STRATEGIC PARTNERS
March 14, 2018
Juice It Up has a new owner and CEO; SJB Brands LLC bought the brand and appointed Chris Braun as company CEO. Purchased from longtime owner and former CEO Frank Easterbrook, SJB Brands was formed as a partnership between California-based private investment firms, Dover Shores Capital LLC — led by Braun — Britt Private Capital LLC and Jupiter Holdings LLC, according to a company press release.
After more than two decades of leadership at Juice It Up, Easterbrook has passed the baton, but said he remains committed to the brand as a franchisee.
"We are grateful for the incredible leadership and support that Frank Easterbrook provided to the Juice It Up brand and franchisees for over 20 years," Braun said in the release. "We are excited to begin this journey and build upon the legacy that Frank, the management team and dedicated franchise partners have created, cementing Juice It Up! as a major player in the growing smoothie, raw juice, and bowl market."
Juice It Up has 100 locations open and in development across California, New Mexico, Oregon, Texas and Florida. Under the new ownership, the brand will continue to enhance its core offerings of handcrafted smoothies, fresh raw juices and superfruit bowls, Braun said. In addition to focusing on product innovation and a customer-centric strategy, growth in prime markets while sourcing high-quality site locations and franchisees are key initiatives.
"We're going to continue to add value to an already established and beloved brand, as well as take a proactive role in the company's growth," Braun said. "It is our principal objective to pursue initiatives that are designed around innovation, growing average store sales, and expanding our franchise base to continue to build on the success of the brand."
