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Sonoma Internet GmbH
legal form GmbH
Seat Berlin
management Lea-Sophie Cramer, Lia Grünhage, Talip Yenal
Number of employees 87
sales EUR 56.1 million (2017)
Website amorelie.de
As of December 31, 2017

Amorelie is a brand of Sonoma Internet GmbH , under which an online mail order company for adult toys is operated. It has been majority owned by ProSiebenSat.1 since 2015 . There are now more than 100 employees working for Amorelie.

history

The company was founded in 2013 by Lea-Sophie Cramer and Sebastian Pollok. In the following year, Amorelie expanded to France and Belgium . At the end of 2014, the company opened up the new sales channel Amorelie Toyparty, a direct sale with sex toys.

In 2015, ProSiebenSat.1 increased its stake to 75%. In 2016, the company posted a profit for the first time. In the following year, Amorelie's own brands were listed in various drugstores, department stores and department stores.

In 2017 the company achieved a turnover of 56 million euros and at that time employed over 120 people. Sebastian Pollok left the company in 2018 and ProSiebenSat.1 held 98% of the shares.  

Lea-Sophie Cramer left the company at the end of 2019 and handed over the CEO role to Claire Midwood, who previously worked at Apple.

Products

Amorelie offers products in the areas of sex toys, lingerie and contraceptives . In addition to products from other manufacturers, Amorelie also has various own brands.

distribution

The company sells its products in Germany, Austria, France, Belgium, Italy, Great Britain, the Netherlands and Switzerland. Italy, Great Britain and the Netherlands are covered by marketplaces like Amazon and bol.com . Other sales channels in addition to the online shop and marketplaces are the direct marketing model and B2B . B2B partners include a. Edeka, dm-drogerie markt , bipa, coop and Galeries Lafayette .

advertising

Amorelie attracted public attention with a very offensive advertising strategy for this product group. The owner group also broadcast commercials for the erotic toys apart from the night programs of their stations. A poster campaign in Berlin promoting “multiple orgasms” also sparked debate. This type of application was a novelty for this product group and soon found imitators. Amorelie's advertising campaigns resulted in repeated complaints due to concerns about the protection of minors.

Website

Individual evidence

  1. ↑ ProSiebenSat.1 takes over erotic startup Amorelie. March 18, 2015, accessed October 17, 2019 .
  2. ↑ Lea-Sophie Cramer: "For me, group is not a negative term". In: Capital.de. May 4, 2018, accessed on October 17, 2019 (German).
  3. ↑ This is how the sex shop start-up Amorelie succeeded. August 13, 2018, accessed October 17, 2019 .
  4. ↑ founder database: Amorelie. In: Gruenderszene.de. Vertical Media, accessed October 17, 2019 .
  5. ↑ Amorelie: From a loss of 5.5 million euros to a profit of 450,000 euros. In: German Startups. Retrieved November 14, 2019 .
  6. ↑ These new products at dm are likely to cause discussions among customers. In: Business Insider. May 11, 2017. Retrieved November 14, 2019 .
  7. ↑ Amorelie co-founder leaves - ProSiebenSat.1 increases shares. In: Internet World Business. February 27, 2018, accessed November 14, 2019 .
  8. ↑ Alex Hofmann: Amorelie loses a founder and moves closer to ProSieben. In: Gründerszene. February 27, 2018, accessed November 14, 2019 .
  9. ↑ Lisa Ksienrzyk: Amorelie founder Lea-Sophie Cramer leaves. In: Gründerszene. October 21, 2019, accessed February 18, 2020 .
  10. ↑ Annika Schönstädt: Hoermanseder: "I had no previous experience with sex toys". In: Berliner Morgenpost. September 10, 2019, accessed November 14, 2019 .
  11. ↑ Star designer now designs fetish accessories. In: Krone.at. Retrieved November 14, 2019 .
  12. ↑ Santiago Campillo-Lundbeck: DM sells sex toys from Amorelie. In: horizon. May 10, 2017. Retrieved November 14, 2019 .
  13. ↑ Erich Bürgler: You buy sex toys on the side these days. In: Tagesanzeiger.ch. September 10, 2019, accessed November 14, 2019 .
  14. ↑ When Amorelie brought sex toys into TV advertising - derStandard.at. Retrieved October 16, 2019 (Austrian German).
  15. ↑ Amorelie poster provides a topic of conversation. In: Grunderszene.de. August 7, 2015, accessed October 17, 2019 .
  16. ↑ How Berlin's online sex shops are experimenting with poster advertising. In: Tagesspiegel.de. August 7, 2015, accessed October 17, 2019 .
  17. ↑ Advertising for masturbation and cosmetic surgery: posters cause a stir in Wuppertal. In: Westdeutsche Zeitung. December 12, 2018, accessed October 17, 2019 .
  18. ↑ Andrea Urban (Head of State Office for Youth Protection Lower Saxony): The sexual liberation of parents and children's feelings of shame - description of a dilemma . July 2019 ( jugendschutz-niedersachsen.de [PDF]).
  19. ↑ Amorelie complaint detail. Austrian Advertising Council, accessed on October 16, 2019 .
  20. ↑ Sex shop advertising in the daily program stirs the mind. dwld.de, accessed on October 16, 2019 .