Private, Beate Uhse's Scala Playhouse in European Distro Deal

BARCELONA and ALMERE, The Netherlands — Private Media Group and Scala Playhouse BV have inked a 10-year pan-European distribution deal.

With the pact announced this morning, Private Media Group will tap into Scala’s wide-ranging distribution network in Belgium, the Netherlands, Luxembourg, France, Scandinavia, Italy and Poland to sell its physical goods.

The deal also calls for distribution through Scala’s affiliates, including Beate Uhse, Adam et Eve and PABO.

Scala Playhouse, a European wholesaler of adult sex toys and novelties, is a subsidiary of Flensburg, Germany-based Beate Uhse AG, Europe’s top adult specialty retailer and wholesaler that sells goods in 30 countries.

Barcelona-based Private Media Group distributes adult content via DVDs and through its global network of platforms, including cable, Internet and IPTV. The company also publishes magazines and licenses its Private trademarks internationally for a select range of products and services.

Serge van der Hooft, CEO of Scala’s parent company, Beate Uhse AG, said he was "delighted to have been chosen by Private to represent their product line across Europe.”

 “In today’s challenging markets for physical media it makes sense for adult studios to consolidate their distribution with partners such as Scala who have unparalleled relationships with retailers and affiliated companies with significant B2C operations,” van der Hooft said.