German broadcast group ProSiebenSat.1’s NuCom commerce and ventures arm, now part-owned by US-based General Atlantic, has sold its 98% stake in sexual wellness outfit Amorelie to EQOM Group, which has also acquired founder Lea-Sophie Cramer’s 2% stake in the venture.
ProSiebenSat.1 said that, having helped expand the Amorelie brand through TV advertising, the time had come to sell as the company become more internationalised in scope. It said that it was focused on investments that can be further developed through synergies with the entertainment business and thus increase the value of the entire group.
Amorelie was founded in Berlin in 2013 and is now one of a leadincg German online retailer for sensual lifestyle and erotic products. The company is also present in Austria, Switzerland, France and Belgium.
Following a media-for-equity investment in 2014, ProSiebenSat.1 acquired a majority stake in Amorelie in 2015 and expanded its share to around 98% in 2018. Since then, Amorelie has been part of the portfolio of NuCom Group, in which ProSiebenSat.1 holds a majority stake with General Atlantic being the minority investor.
Friedrich Thoma, CEO of the commerce and ventures segment of ProSiebenSat.1, said: “Our media power was essential to build the Amorelie brand in the German-speaking region of Germany, Austria and Switzerland. We are now continuing our active portfolio management, which includes acquisitions as well as divestments – especially if ProSiebenSat.1’s contribution to the next development step is limited. It has been a great pleasure to accompany Amorelie on this journey and we wish the company every success for the next stage.”
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