Euro Retailer Amorelie Acquired by EQOM Group

Euro Retailer Amorelie Acquired by EQOM Group

VEENDAM, Netherlands — The newly founded EQOM Group has acquired Amorelie, one of the largest retailers of intimacy products in Austria, Germany and Switzerland.

The news follows the recent acquisition by EQOM of Norwegian sexual wellness retailer Kondomeriet and Dutch adult retailer Christine le Duc, part of a goal to achieve "a turnover of €500 million by 2025 and become the global market leader," noted a rep.

With the acquisition of Amorelie, the "forecast turnover of EQOM Group for 2021 will increase to €220 million."

Amorelie was founded in 2013 and has become "one of the largest online providers of erotic products in Germany," said the rep. European media giant ProSiebenSat.1 Media took a majority stake in 2015 and "growth was given a significant boost. Ultimately, the media company became an almost 100% owner."

The e-commerce company employs about 150 people with influence in the neighboring countries of Austria and Switzerland and is also active in France and Belgium.

"Amorelie expects a turnover of more than €62 million this year," the rep noted.

Eric Idema, CEO of EDC Retail and Chairman of EQOM Group, praised the acquisition.

“It is a big and strong brand in German-speaking countries and one of the biggest brands in the E.U. The company has a great image and is known for its female-friendly approach to erotic products towards a broad target group," he said. "Products they carry are colorful and stylish. The way in which the subject is discussed also has clear added value for us."

Amorelie CEO Claire Midwood expressed enthusiasm about the opportunity for growth opportunities in countries where Amorelie is not yet active.

“We are more than excited to become part of the EQOM Group and build our future together with Eric and his team," she said.

"We have a shared vision of the importance and opportunities in the sexual wellness industry and are convinced that this collaboration will enable the group to reach more customers, in new countries, with new innovative products," Midwood added.

The rep noted Amorelie will continue its activities under its own flag and management.

EQOM was created "thanks to a financial injection from a large investment company," the rep explained, following the merger of erotica giant EDC Retail, European market leader and known for its subsidiaries EDC Wholesale, EasyToys and Beate Uhse, with wholesaler Eropartner Distribution, which supplies pleasure products in Germany and Scandinavia.

“By working together, we can break the still-prevailing taboos once and for all so that soon everyone between the North Cape and Key West will have a sex toy of ours in their bedside table,” said Idema.

Visit EQOM.com.

Copyright © 2024 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

BasisDx Adds Expedited Results Option for 'Pro13' Home Testing Kit

PASS-certified home testing kit provider BasisDx has added a new option for expedited test results for its Pro13 kit.

Kiiroo, Pineapple Support Launch 'Empower Hour' Series on FeelHubX YouTube Channel

Kiiroo and Pineapple Support have teamed up to launch the “Empower Hour” series on the FeelHubX YouTube channel.

Orion Debuts 'Suck-O-Mat 3' Masturbator

Orion Wholesale has introduced the third edition of its Suck-O-Mat masturbator.

Biird Debuts 'Ohwii' Glass Dildo

Biird has introduced Ohwii, its new double-ended glass dildo.

Sportsheets Releases New Training Video for 'Edge' Line

Sportsheets has released its latest training video, titled "Edge Product Training," the third in a series hosted by Brand Ambassador Rin Musick.

Exsens Marks Its 10th Anniversary

Intimate wellness and body care brand Exsens is celebrating its 10-year anniversary.

Honey Play Box Debuts 'Trill' Vibrator

Honey Play Box has debuted its new Trill app-controlled vibrator, which joins Melody and Elektra in the company's Kegel toy collection.

Osuga Debuts 'Flow' Vibrator

Pleasure brand Osuga has introduced its new Flow vibrator.

Orion Unveils 6 New Styles From 'Black Level' Line

Orion Wholesale has introduced six new styles from its Black Level line.

AllYourDolls Releases 'Transgender and Animal Furry' Lines

AllYourDolls has debuted their new Transgender and Animal Furry lines of sex dolls.

Show More