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 its shares.

The Nucom Group, a subsidiary of ProSiebenSat.1, previously held 98 percent of 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. There were initially no details on the purchase price.

"We are very pleased that Amorelie will become part of EQOM Group. Together we can now continue to grow," said Eric Idema of EQOM Group. Claire Midwood, CEO at Amorelie, also expressed satisfaction in light of the acquisition. "After focusing on the DACH region, we are now looking to increase our focus on new markets in Europe and look forward to working with EQOM Group and future growth opportunities," she said.

Amorelie was founded in 2013 by Lea-Sophie Cramer. The start-up is now one of the leading German online shops for erotic products. It is also represented in Austria, Switzerland and Belgium. Back in 2014, ProSiebenSat.1 got on board and made it known through its TV advertising. By 2018, the media company had taken over 98 percent of the shares.