BATH, GLATTBRUGG, LONDON — Lovehoney has announced the acquisition of a majority stake in Amorana, a leading Swiss online retailer of sexual health and wellness products. Financial details of the deal were not disclosed.
Amorana was founded in 2014 by Alan Frei and Lukas Speiser with the mission to "help everybody enjoy a great sex life," a rep explained. The company features "a curated selection of high-quality love toys and lingerie, combined with exciting and educational information designed to spark inspiration and discovery. With a local Swiss warehouse and support operation, Amorana offers quick delivery, outstanding customer service and expert advice."
Lovehoney, headquartered in Bath, England, was founded in 2002 by Richard Longhurst and Neal Slateford, who remain "significant shareholders," said the rep.
The London-based private investment firm Telemos Capital has been the majority owner of Lovehoney since 2018.
Speiser and Frei will remain with Amorana as shareholders and as CEO and CMO, respectively.
"With the backing of Lovehoney, Amorana will further cement its position as the No. 1 player in Switzerland," continued the rep. "Amorana also sees opportunities for expansion into other European countries where it can use its expertise to grow the market for sexual wellness. The partnership with Lovehoney illustrates the achievements of the Amorana and Lovehoney management teams, which have consistently challenged the market while delivering innovative, high-quality products and exceptional top-line growth."
Speiser and Frei expressed "delight" over the acquisition.
“At Amorana, we always focus on the needs of our customers and work tirelessly to provide them with the perfect shopping experience," said Speiser. "In just six years, Amorana has grown from a small start-up to the leading Swiss online supplier of lifestyle and sexual wellness products. We're excited to be partnering with Lovehoney as we continue to grow and innovate the online retail space in Switzerland and abroad.”
Frei echoed Speiser's enthusiasm. "We started in 2014 with the vision to change the market for sexual wellness products in Switzerland. Looking back, we prepared the ground for a whole industry, bringing it out of secrecy and into the bedrooms of the Swiss customers," he said. "It has been a phenomenal journey for Lukas and myself and we're beyond excited about our future plans for Amorana as part of the Lovehoney Group."
Slateford said they are "delighted to add Amorana to the Lovehoney Group."
"Lukas and Alan have done a great job growing Amorana to the strong position it is in today and we are confident that Lovehoney can help on the next leg of this exciting journey," he said.
Jacobs noted Amorana and its founders "share our ambitious vision for growth and global category leadership."
"We have seen tremendous growth at Lovehoney since our investment a couple of years ago and are proud to add Switzerland’s leading player to our expanded Lovehoney Group," he concluded.
