Australian entrepreneur Donna Benton, known for establishing The ENTERTAINER, has made a return to the company that first brought her widespread recognition. This move coincides with the popular deals app celebrating its 25th anniversary this year. Benton, who sold her stake in a substantial nine-figure US dollar deal, has spent recent years cultivating a diverse business portfolio spanning hospitality, fashion, beauty, sport, and property, before re-engaging with The ENTERTAINER in 2023.
Benton initiated The ENTERTAINER in Dubai in 2001, having moved there from Melbourne with just AUD 3,000. Her initial plan was to stay for a year, save money, and return to Australia. However, she identified a market gap for residents wishing to enjoy Dubai's burgeoning hospitality scene more affordably, and for businesses needing to attract customers. Her solution was a 'buy one get one free' model, which she believed to be the most effective type of deal. The concept began as a printed voucher book, despite initial challenges including the aftermath of 9/11 impacting travel and a modest 997 sales from 10,000 books in the first year.
The business steadily gained traction, expanding from Dubai to Abu Dhabi, Qatar, and the wider Gulf Cooperation Council (GCC) region. It subsequently moved into international markets, including Jordan, Egypt, Singapore, Malaysia, Hong Kong, South Africa, Malta, and the UK. At its peak, The ENTERTAINER operated in 15 countries. Benton transitioned the business from print to a digital app, selling 50% of the company in 2012 to facilitate international growth and the digital shift. This move enhanced user experience and provided valuable data, also bolstering its B2B offerings to corporate clients.
By 2018, Benton had sold a majority stake to a private investor group, completing her full exit in 2020 after divesting her remaining 15%. Following this, she focused on building The Benton Group, launching CAHA CAPO, a Dubai-based swimwear brand, and becoming a board member for Sunset Hospitality Group, which includes restaurant chains like SushiSamba. She also opened Chloe’s Beauty, Nail and Hair Salon, named after her daughter, and became a shareholder in the MENA Golf Tour. Her current ventures also include developing KYB (Know Your Body), a liposomal supplement brand, and a wellness centre in Phuket, Thailand.
Benton highlights that a common thread across her ventures is a genuine passion for the initiatives and a desire to help people. She believes that success brings a responsibility to contribute positively, whether by making experiences more accessible for families through The ENTERTAINER or by providing opportunities for athletes via the golf tour. Her focus on wellness and longevity with KYB and the Phuket centre reflects a continued commitment to improving people's lives and well-being.
The ENTERTAINER app claims to save customers approximately $300 million annually, while driving $1.3 billion in global annual spend for participating businesses. The app's presence in the UK market means British consumers have also benefited from its 'buy one get one free' offers on various activities, dining, and travel experiences.
Source: City AM