BATH/GLATTBRUGG/LONDON—After months of negotiation, Lovehoney has acquired a majority stake in Swiss online retailer Amorana, which specializes in sexual wellness/happiness products. Financial details of the acquisition have not been disclosed.
Amorana, which was founded in 2014 by Lukas Speiser and Alan Frei, takes as its mission to help customers enjoy their sex lives. The store features a curated selection of love toys and lingerie, combined with educational information intended to spark inspiration and discovery. With a local Swiss warehouse and support operation, Amorana offers quick delivery, customer service and expert advice.
“At Amorana, we always focus on the needs of our customers and work tirelessly to provide them with the perfect shopping experience," Speiser said after the Lovehoney acquisition had been completed. "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.”
“We started in 2014 with the vision to change the market for sexual wellness products in Switzerland," Frei added. "Looking back, we prepared the ground for a whole industry, bringing it out of secrecy and into the bedrooms of the Swiss customers. 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.”
Headquartered in Bath, U.K., Lovehoney is a global direct-to-consumer brand and e-commerce business. Lovehoney has achieved strong growth internationally and holds leading market positions on three continents.
Richard Longhurst and Neal Slateford founded Lovehoney in 2002 and remain significant shareholders. Since 2018, Lovehoney has been majority-owned by Telemos Capital, a private investment firm based in London with investments across Europe in consumer, business and healthcare services companies.
“We are delighted to add Amorana to the Lovehoney Group," Lovehoney co-founder Neal Slateford said. "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.”
“Amorana and its founders share our ambitious vision for growth and global category leadership," Philippe Jacobs, chairman of Telemos Capital, added. "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.”
With the backing of Lovehoney, Amorana will further cement its position as a top player in Switzerland. Amorana also sees opportunities for expansion into other European countries where it can use its expertise to grow the market for sexual wellness.
Following the investment, Amorana founders Speiser and Frei will remain in their roles as CEO and CMO respectively and will continue as shareholders of Amorana.
