After Restructuring, Beate Uhse Becomes 'Be You'

After Restructuring, Beate Uhse Becomes 'Be You'

FLENSBURG, Germany — An investment firm that infused European adult retail chain Beate Uhse AG with funding in January to help stave off shutting down has emerged as its new operator.  

Beate Uhse, which filed for insolvency (equivalent to Chapter 11 in the U.S.) last year, now has plans to restructure and rebrand, according to WirtschaftsWoche.

According to the insolvency plan, viable parts of the company will be transferred to a new company. That company will be called “Be You.”

Beate Uhse creditors, including those who invested in a €30 million bond issued in July 2014, are likely to lose most of their money.  

“If all goes to plan, then Robus Capital will take over the recoverable elements of the company at the beginning of May,” Beate Uhse’s bankruptcy attorney Georg Bernsau told WirtschaftsWoche.

The company, which sells lingerie, sex toys and DVDs in Germany and The Netherlands, plans on keeping its marketing division in Germany and attempt to increase sales efforts through third-party online sites.

The adult retailer was founded in 1946 by former Luftwaffe Pilot Beate Rotermund-Uhse who opened the world’s first sex shop in Flensburg in 1962.

Revenue has been on a long slide for more than a decade for the Flensburg, Germany-based company, which grew to 300 stores with sales peaking at €285 million in 2005.

Ten years later, in 2015, Beate Uhse, found revenue totaling less than half that figure at €129 million.

Pictured: Beate Uhse CEO Michael Specht  

Related:  

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

Honey Play Box Debuts 'Tressa' Vibrator

Honey Play Box introduced its new Tressa multi-stimulation, app-enabled vibrator.

Blush Debuts 2 New Glass Plugs From 'Oh My Gem' Collection

Blush has introduced two new glass plugs, Lustre and Prestige, from its Oh My Gem collection.

EP Products Founder Don Wilson Passes Away

Don Wilson, the founder of EP Products and a notable figure in Canada's adult retail community, has passed away. He was 78.

Orion Debuts 'Your Strap-On' Collection From 'You2Toys' Line

Orion Wholesale has introduced the Your Strap-On collection from its You2Toys line.

Stephen Colbert Takes Aim at Texas' Crackdown on Sex Toys

Stephen Colbert is cracking up over Texas lawmakers’ crackdown on sex toys in the state.

XR Brands 'Silicone Body Forms' Highlighted at Paris Fashion Week

XR Brands’ Ripped Silicone Male Chest and Perky Pair Silicone Breasts were highlighted at 2025 Paris Fashion Week.

Eye of Love Introduces 'Matchmaker Collection' Planogram

Eye of Love has debuted a new display planogram for its Matchmaker Collection of pheromone-infused scents.

Fleshlight Debuts Taylor Vixxen Stroker

Fleshlight has introduced its new Pro stroker, molded on the anatomy of Taylor Vixxen.

Orion Expands 'LateX' Collection With 2 New Outfits

Orion Wholesale has added two new outfits to its LateX collection of fetish apparel.

Blush Debuts 'Unicorn Dreams' Vibrator

Blush has introduced the new Unicorn Dreams vibrator from its Play With Me collection.

Show More