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The baobab holding GmbH was founded in 2011 by marketing expert Kolya K. Grüske and Designer/ Fashion Icon Papis Loveday.

The registred trademarks of the baobab holding complement each other in a unique way to look better, consume better, feel better.

Our consumers’ brand love is based on our employees’ extraordinary passion for a cosmoplitical lifestyle. With dedication, commitment and team spirit, we continuously innovate to establish new benchmarks in everything we do. Shaping the lifestyle goods industry sustainably is more than a job. It’s our impulse, an attitude that is truly dear to our hearts. It drives us.  



We think you deserve choice. We believe no one should be reduced to just one of many facets and talents. No matter whether you are an gourmet, looking for the best champagne, or a fashionista searching for the next trend, or both – we want to engage with you in a long-lasting relationship. Our multi-brand strategy enables us to do just that because it allows us to tackle opportunities from several perspectives, as both a mass and a niche player, always providing distinct and relevant products. In this way, our brands and their sub-brands all keep their unique identity. 

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