ProSiebenSat.1 parts with Amorelie
The start-up founded by Lea-Sophie Cramer is now owned by the Dutch EQOM Group. Pro Sieben Sat.1 has sold all of its shares.
The Nucom Group, a subsidiary of ProSiebenSat.1, previously held a 98% stake in the start-up Amorelie. Today, the Group announced that it has sold its shares to the Dutch EQOM Group. This group includes the erotic portal Easytoys, the Dutch retail chain Christine le Duc and the Norwegian provider Kondomeriet. The purchase price was not initially disclosed.
"We are delighted that Amorelie is becoming part of the EQOM Group. Together we can now continue to grow," says Eric Idema from the EQOM Group. Claire Midwood, CEO at Amorelie, also expressed her satisfaction with the takeover. "After focusing on the DACH region, we now want to concentrate more on new markets in Europe and look forward to working with the EQOM Group and future growth opportunities," she says.
Amorelie was founded in 2013 by Lea-Sophie Cramer. The start-up is now one of the leading German online stores for erotic products. It is also represented in Austria, Switzerland and Belgium. ProSiebenSat.1 joined the company in 2014 and made it known through its television advertising. By 2018, the media company had acquired 98% of the shares.
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