Euro Retailer Amorelie Acquired by EQOM Group

Euro Retailer Amorelie Acquired by EQOM Group

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.

Visit EQOM.com.

Copyright © 2025 Adnet Media. All Rights Reserved. XBIZ is a trademark of Adnet Media.
Reproduction in whole or in part in any form or medium without express written permission is prohibited.

More News

ProDx Health Introduces 'Assured MoFi ID' Testing Program

ProDx Health has introduced its new Assured MoFi ID Program for testing.

Eye of Love Expands 'Bloom' Collection

Eye of Love has introduced two new perfume oils from its Bloom collection.

Nobü Adds to 'Essentials' Collection

Nobü is expanding its Essentials collection with three new pleasure products.

Like a Kitten to Release 'Adventure Collection'

Pleasure brand Like a Kitten has announced that it will debut its new Adventure Collection on July 15.

Full Circle Debuts New Bullet Vibes

Pleasure brand Full Circle has introduced a new range of bullet vibrators.

Magic Silk Debuts 'Butterfly Fantasies' Collection

Magic Silk has introduced its new Butterfly Fantasies line of intimate wear.

Orion Debuts 'Vipepad' Ride-On Vibrator

Orion Wholesale has introduced the latest edition of its Vibepad ride-on vibrator.

Xgen's Dr. Mindy DeSeta Spotlighted on CBS News

CBS News has spotlighted Xgen Products resident sex therapist Dr. Mindy DeSeta on its Miami and West Palm Beach affiliate stations.

Electric Novelties Expands 'Gläs' Collection

Electric Novelties has introduced a variety of new items from its Gläs collection.

FSC Toasts Jeffrey Douglas for 30 Years of Service

n the very same evening when the adult industry was hit hard by the Supreme Court ruling supporting Texas’ controversial age verification law, HB 1181, members of the Free Speech Coalition board, staff and supporters gathered to celebrate Jeffrey Douglas’ 30 years as board chair — a fitting reflection of his reputation as an eternal optimist.

Show More