Purchased by PriveCo

TROY, Mich. — PriveCo has announced the acquisition of sex toy retailer

Created in 1999 by sexologist Petra Zebrov, features numerous sex-positive articles written by five PhD sexologists. These info pages range from sex tips to sex toy reviews and sexual health.

“PriveCo also runs, another sex-positive retailer, so was a natural fit for us,” said Tom Nardone, president of PriveCo. “I was impressed by the high-quality reviews and articles on the site.

Since acquiring, PriveCo has been planning a redesign of the site.