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.