GCA Altium advises Amorelie on its sale to EQOM Group
Since its foundation in 2013, Amorelie has been pushing boundaries and has successfully reshaped and transformed the erotic products market towards a more lifestyle oriented public perception and into a mainstream consumer category. Today, the company operates an omni-channel distribution setup through which it markets both third-party brands and products designed in-house across Germany, Austria, Switzerland, France and Belgium.
Following a media-for-equity investment in 2014, ProSiebenSat.1 acquired a majority stake in Amorelie in 2015 and later increased its share to around 98%. Since then, Amorelie has been part of the portfolio of NuCom Group, in which ProSiebenSat.1 holds a majority stake, with General Atlantic the minority investor. Through the successful use of TV advertising on the Group’s entertainment platforms, Amorelie has been able to significantly scale the business, expand its market position and increase the brand awareness of its products.
Together with founder Lea Sophie Cramer, the shareholders are selling 100% of shares to EQOM Group, a consortium of large European erotic companies that supply pleasure products to both consumers and retailers. EQOM was created in 2020 when EDC Retail merged with Eropartner Distribution. Since then, the consortium joined forces with further leading players across Europe with the aim to become a global market leader in sexual wellness with both a powerful online sales channel and physical stores.
Claire Midwood, CEO of Amorelie, said: “ProSiebenSat.1 and General Atlantic have had a decisive influence on the development of Amorelie. Especially through TV advertising in the DACH region, we built up the strong positioning of Amorelie that we see today. Having focused on the DACH region, we now want to turn our attention to further focus on new markets within Europe and are looking forward to working with EQOM Group in securing future growth opportunities.”
Moritz von Bodman, Managing Director at GCA Altium, added: “The combination of Amorelie and EQOM is truly exceptional. It has been a privilege to advise the shareholders and management on this deal. This marks our third transaction within this industry, following the sale of Amorana to Lovehoney and the sale of a significant stake of Wow Tech Group to CDH Investments.”
The acquisition is subject to approval from competition authorities and is expected to close in the second half of the 4th quarter 2021.