Unterföhring, October 1, 2021. The ProSiebenSat.1 subsidiary NuCom Group, in which General Atlantic holds a 28.4% stake, is selling all of its shares of around 98% in Amorelie (Sonoma Internet GmbH) to EQOM Group. The group, that is one of the biggest players on the market for sexual wellness in Europe, also acquires the further around 2% held by the founder Lea-Sophie Cramer. After ProSiebenSat.1 Group having developed the profile and strength of the brand Amorelie via TV advertising, it is now no longer the best owner with regard to the further internationalization and thus the next development step of the company. ProSiebenSat.1 focuses on its 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 the leading German online shops for sensual lifestyle and erotic products. Besides Germany, the company is also represented 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, and since January 2021 of ProSiebenSat.1's Commerce & Ventures segment. Through the successful use of TV advertising on the Group's entertainment platforms, Amorelie has been able to significantly expand its market position and increase brand awareness of its products over the past seven years. In addition, ProSiebenSat.1 has supported Amorelie with operational know-how in building up its own brands as well as its presence in offline retail. In order to build on the established brand recognition in the future, an advertising partnership with Amorelie was concluded as part of the transaction.
Friedrich Thoma, CEO of the segment Commerce & Ventures of ProSiebenSat.1: “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.”
Eric Idema, CEO of EDC Retail and Chairman of the Board of Directors of EQOM Group: “We are very pleased with Amorelie's joining the EQOM Group. By joining forces, we can continue to grow together. The success formula of Amorelie comes from its great appearance. The company is known for its female-friendly approach to sexual wellness. The products they carry are colorful and stylish and the way in which the subject is discussed also has tremendous added value for us.”
Claire Midwood, CEO of Amorelie: “ProSiebenSat.1 and General Atlantic have had a decisive influence on the development of Amorelie. Especially through TV advertising in the DACH region, we built up the strong positioning of Amorelie that we see today. On behalf of the entire Amorelie team, I would like to thank ProSiebenSat.1 and General Atlantic for their support. Having focused on the DACH region, we now want to turn our attention to further focus on new markets within Europe and are looking forward to working with EQOM Group in securing future growth opportunities.”
The sale of Amorelie is subject to approval by the relevant antitrust authorities. The closing of the transaction and the subsequent deconsolidation are expected for the second half of the fourth quarter of 2021.