Amorelie
Amorelie is a Berlin-based online sexual wellness retailer selling sex toys, lingerie, BDSM accessories, and intimate care products across DACH via its own e-commerce platform, retail partners, Amazon, and a multi-brand private-label portfolio under the EQOM Consumer B.V. group.
- Company typePrivate
- Founded2013
- HeadquartersBerlin, Germany
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What Amorelie does
Amorelie is a Berlin-based online sexual wellness retailer founded in 2013 by Lea-Sophie Cramer and Sebastian Pollok, operating under the legal entity Sonoma Internet GmbH within the EQOM Consumer B.V. group. The company sells sex toys, lingerie, BDSM accessories, lubricants, condoms, massage products, and related intimate care items through its own e-commerce platform amorelie.de, with stated operations in Germany, Austria, and Switzerland and historical expansion into France and Belgium. The product portfolio spans more than 14,000 SKUs across resale of premium third-party brands (Fun Factory, Satisfyer, Womanizer, Lelo, Durex) and a six-brand private-label portfolio called the AMORELIE Collection (JOY, VOU, BOLD, UNCOVER, Care, Originals).
The core technology is an e-commerce platform with integrated customer relationship management, newsletter marketing, and affiliate tracking, supporting functions such as a 100-day return policy, discreet neutral packaging, free shipping above €69, and a €15 newsletter-subscriber discount. The underlying distribution model combines direct-to-consumer e-commerce with offline retail partnerships (dm, Edeka, Media Markt, Karstadt in Germany; BIPA, Coop in Austria/Switzerland), Amazon marketplace listings, and a Tupperware-style direct-sales party channel (AMORELIE Toyparty). An affiliate program on the Awin platform offers publishers up to 20% commission.
The business model is primarily transactional e-commerce revenue, augmented by affiliate referral income and content-led brand marketing through the AMORELIE Magazin, the "Ich hab noch nie" podcast, the annual AMORELIE Sexreport study, and the Vulva Gallery art initiative. Target customer segments are horizontal personae (Women, Men, Couples) rather than enterprise verticals, with current managing director Anneke Imke Kamphuis overseeing the Berlin headquarters. The company has received corporate investment from ProSiebenSat.1 (2014) and participated in an early-stage round led by SquareOne Venture Capital in January 2014.
Amorelie firmographics
Firmographics- Name
- Amorelie
- Legal name
- Sonoma Internet GmbH
- Website
- https://amorelie.de
- Company type
- Private
- Founded year
- 2013
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Amorelie is a Berlin-based online sexual wellness retailer selling sex toys, lingerie, BDSM accessories, and intimate care products across DACH via its own e-commerce platform, retail partners, Amazon, and a multi-brand private-label portfolio under the EQOM Consumer B.V. group.
- Ownership category
- akta.pro rank
Amorelie industry classification
Industry- Product category
- Sexual Wellness E-commerce
- NAICS
- Cosmetics, Beauty Supplies, and Perfume Retailers (456120), Health and Personal Care Retailers (456)
- SIC
- Perfumes, Cosmetics & Other Toilet Preparations (2844), Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Sexual Wellness & Intimacy Products DTC (CRAFACAM)
Keywords
Where Amorelie is headquartered
LocationHeadquarters
- HQ city
- Berlin
- HQ country
- Germany
- HQ region
- Europe
Offices2 records
Markets served
Amorelie business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D
Revenue model
- E-commerce product sales: Direct sales of sexual wellness products including sex toys, lingerie, BDSM accessories, lubricants, and care products through the online shop and marketplace channels.
- Affiliate marketing: Partnership program offering up to 20% commission on order value through Awin platform for publishers and content creators promoting Amorelie products.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Other | Pay-as-you-go | Free shipping threshold |
Go-to-market motion2 records
Distribution channels4 records
Marketing channels7 records
Amorelie product offering
Product offeringCore offering
Amorelie operates a direct-to-consumer online shop (amorelie.de) selling sexual wellness products including sex toys, lingerie, BDSM accessories, lubricants, condoms and care products to consumers in Germany, Austria and Switzerland. The company also runs a portfolio of six private-label brands (the AMORELIE Collection), a hosted direct-sales Toyparty model, and distributes selected products through retail partners such as dm, Edeka, Media Markt, Karstadt, BIPA, Coop and Amazon.
Product overview
AMORELIE is an online sexual wellness retailer and brand operator headquartered in Berlin, founded in 2013. The company operates a multi-brand private label portfolio called the AMORELIE Collection, comprising six sub-brands: AMORELIE JOY (colorful, modern toys launched 2022), AMORELIE VOU (premium innovative toys), AMORELIE BOLD, AMORELIE UNCOVER, AMORELIE Care, and AMORELIE Originals. The core product offering spans sex toys (vibrators, dildos, anal toys, masturbators, app-controlled devices), lingerie and fetish clothing, BDSM and bondage equipment, sexual health products (lubricants, condoms, massage oils), and the signature erotic Advent calendar. AMORELIE also publishes an annual Sexreport study, operates a content magazine, and offers a direct-sales Toyparty model. The company distributes its products through its own e-commerce platform (amoreLie.de) serving Germany, Austria, and Switzerland, as well as through retail partners including dm, Shop-Apotheke, and BIPA.
Differentiator
Problem solved
Functional benefit
Brands
- AMORELIE JOY: Colorful, bold toy brand launched in 2022 featuring playful designs
- AMORELIE VOU
- AMORELIE BOLD
- AMORELIE UNCOVER
- AMORELIE Care
- AMORELIE Originals
Quantifiable outcome
- Customer rating of 8.9 out of 10 on Trusted Shops
Companies that use Amorelie
Customer profileNamed customers1 record
Segments3 records
Ideal customer profiles1 record
Amorelie technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Amorelie partnerships and signals
Strategic signalPartnerships
Seven partnerships are on record, tiered core and minor.
- dm drogeriemarktcoreMajor retail partnership for offline distribution of Amorelie products in German stores alongside other retailers like Edeka, Media Markt, and Karstadt.
- Shop-ApothekeminorOnline pharmacy partner for distribution of Amorelie products including own brand items.
- BIPAcoreAustrian retail partner for offline distribution in Austria alongside Coop.
- NetflixminorCollaboration to bring sexual wellness topics into mainstream media and further destigmatize the industry.
- BVG (Berliner Verkehrsbetriebe)minorPartnership for CSD Pride event creating special tickets that included contraception products, promoting safe sex awareness.
- CheexminorCollaboration on 'Viva la Vulva' booklet with inspiring tutorials and articles supporting body positivity.
- Fun FactorycoreFeatured brand in Amorelie's portfolio of premium sex toy manufacturers alongside Satisfyer, Womanizer, Lelo, and Durex.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Amorelie competitors and assessment
Company assessmentDirect peers
- Eis.de / Beate Uhse: Beate Uhse / Eis.de is the long-standing incumbent German sexual wellness retailer offering an overlapping assortment of sex toys, lingerie, and intimate products online and via retail catalogs. Direct head-to-head competitor in the German market with similar product breadth and a multi-channel operating model.
- Lovehoney: Lovehoney is the world's largest online sexual wellness retailer with a broad private label and branded assortment. Comparable in DTC-led model, content-driven brand building, and category education efforts; key international competitor expanding into DACH.
- Sinful: Sinful is a leading Nordic DTC sexual wellness retailer with a strong e-commerce platform and branded assortment. Highly comparable operating model — own e-commerce, premium brand curation, content marketing — and an active European consolidator expanding into DACH.
- Orion: Orion is a major German and European sexual wellness retailer (online plus physical stores and B2B distribution). Direct competitor with overlapping categories including sextoys, lingerie, and BDSM, plus a longer physical-retail heritage than Amorelie.
- Adam & Eve: Adam & Eve is one of the largest US sexual wellness retailers with a strong direct-to-consumer e-commerce model and broad product assortment. Comparable in scale ambition and category coverage, though primarily serving the North American market.
- PinkCherry: PinkCherry is a North American DTC sexual wellness retailer with extensive assortment and content-led customer engagement. Comparable in e-commerce-led DTC strategy and category breadth, though primarily North American.
Broad incumbents
- LELO: LELO is a global premium sex toy manufacturer and brand carried by Amorelie. Comparable in category positioning toward design-led premium sexual wellness products, and a key supplier/peer at the brand level rather than pure retail competition.
- Womanizer: Womanizer is a leading global sexual wellness brand (owned by WOW Tech Group) and a featured Amorelie brand partner. Comparable as a premium sexual wellness product company with strong brand equity, though operating upstream in manufacturing rather than retail.
- DocMorris: DocMorris is a major European online pharmacy and health/beauty retailer that distributes Amorelie products via Shop-Apotheke partnership. Comparable as a broad DACH e-commerce health and personal care retailer carrying adjacent categories such as wellness, intimacy, and beauty.
Others
- Fun Factory: Fun Factory is a German-based premium sex toy manufacturer and a featured Amorelie brand partner. Comparable in German sexual wellness heritage and category focus, but positioned upstream as a manufacturer/supplier rather than a retailer.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights7 records
Customer concentration
Amorelie social profiles
Digital presenceAmorelie financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amorelie leadership team
Management profileNumber of profiles
Profiles1 record
Amorelie subsidiaries and ownership
Company hierarchySubsidiaries6 records
Amorelie funding detail
Funding detailFunding overview
Funding rounds1 record
Investors6 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amorelie M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Amorelie
What does Amorelie do?
Amorelie operates a direct-to-consumer online shop (amorelie.de) selling sexual wellness products including sex toys, lingerie, BDSM accessories, lubricants, condoms and care products to consumers in Germany, Austria and Switzerland. The company also runs a portfolio of six private-label brands (the AMORELIE Collection), a hosted direct-sales Toyparty model, and distributes selected products through retail partners such as dm, Edeka, Media Markt, Karstadt, BIPA, Coop and Amazon.
Is Amorelie a public or private company?
Amorelie is a private company. It is classified as corporate owned and is currently operating.
When was Amorelie founded?
Amorelie was founded in 2013. It employs 11 to 50 people.
Where is Amorelie based?
Amorelie is headquartered in Berlin, Germany, in the Europe region.
How does Amorelie make money?
Two revenue lines are on record. E-commerce product sales are the primary driver. The others are affiliate marketing.
Who are Amorelie's main competitors?
Direct peers on record are Eis.de / Beate Uhse, Lovehoney, Sinful, Orion, Adam & Eve and PinkCherry. Broad incumbents are LELO, Womanizer and DocMorris. Fun Factory is listed as an others.
Does Amorelie have an API?
No public API is recorded for Amorelie.
What industry is Amorelie in?
Amorelie's product category is Sexual Wellness E-commerce. Its primary akta.pro industry code is CRAFACAM, Sexual Wellness & Intimacy Products DTC. Its NAICS code is 456120 and its SIC code is 2844.