Danish juice bar chain Joe & The Juice opened its first location in Monaco on Wednesday, July 8, taking a spot on the top floor of the Métropole Shopping Center, just a day after debuting its first Nice location. The opening reflects a carefully planned entry into the Principality, with the brand having established a dedicated Monegasque company as early as December 2025.
Founded in 2002 by former professional athlete Kaspar Basse, Joe & The Juice built its reputation on cold-pressed juices, specialty coffees, matcha drinks and made-to-order sandwiches, all served within a distinctive musical and visual atmosphere. The chain now operates close to 500 locations across 23 countries and has set a target of reaching 1,000 stores by 2028. With Monaco following Nice by just two days, the brand has now secured two premium French Riviera addresses within the space of a single week.
The Métropole Shopping Center is no ordinary retail destination. Located in the heart of Monte-Carlo, just steps from the Casino, it is home to a cluster of luxury brands and draws some of Europe’s wealthiest international shoppers. Taking a boutique-format space on the centre’s top floor puts Joe & The Juice in front of a clientele accustomed to premium products, offering its full range of fresh juices, açaí bowls, matcha drinks and made-to-order sandwiches in that setting.
Behind the opening sits a dedicated legal structure. Joe & The Juice Monaco was incorporated in December 2025, according to a filing in the Journal de Monaco, with capital of 15,000 euros. The company is registered on Avenue du Fontvieille and is led by four managers: Alan Brianti, Kasper Borst, Nicolai Klinkby and Thomas Nørøxe. Its stated business activity covers the operation of snack bars, including takeaway sales, delivery and event catering, underlining a long-term commitment to the Monaco market rather than a short-term test.
The timing of the two openings, in Nice on July 7 and Monaco on July 8, appears to be a deliberate strategy rather than coincidence. Both destinations attract millions of international visitors each year and match the affluent, cosmopolitan profile the brand has targeted in its expansion, giving Joe & The Juice a coordinated foothold across two of the French Riviera’s most prominent tourist markets within 48 hours.
The Mediterranean openings form part of a broader global push for the brand, which is valued at 1.8 billion dollars and has announced 100 new openings in the United States over the next eighteen months, alongside continued expansion across Scandinavia, the United Kingdom and southern European markets. To reach its goal of 1,000 locations by 2028, the company is leaning on strong local partnerships rather than traditional individual franchising, a model reflected in Monaco’s dedicated company structure and its four appointed managers.