Amorana
Amorana is Switzerland's largest online sexual-wellness retailer, selling sex toys, lingerie, BDSM, and wellness products via its Magento storefront to Swiss and German consumers under Lovehoney Group ownership.
- Company typePrivate
- Founded2014
- HeadquartersZürich, Switzerland
- Headcount1–10
- GTM typeB2C
- OfferingDigital Commerce or Content
What Amorana does
Amorana is a Switzerland-headquartered direct-to-consumer e-commerce retailer of sexual wellness products, self-described as the country's largest and first successful online sex shop since its 2014 founding by Lukas Speiser and Alan Frei. The company operates a Magento/Hyvä storefront (amorana.ch) with German, French, and English language support, distributing from its own warehouse in Glattbrugg and offering next-day delivery, neutral packaging, a 100-day return policy on unopened items, and an 'orgasm guarantee' on selected Womanizer products. Its catalog spans four core verticals — sex toys, lingerie, drugstore/wellness, and BDSM — aggregating 300+ brands including Womanizer, We-Vibe, Arcwave, Lovehoney, Lelo, Fleshlight, and ROMP, alongside owned-IP lines such as the tiered Amorana Advent Calendar (Discover, Premium, Deluxe at CHF 300–940+).
The revenue model combines one-time product sales across price points from roughly CHF 12.90 (lubricants) to CHF 200+ (premium toys) with a recurring Advent Calendar subscription layer. Payment infrastructure covers Twint, credit card, invoice, PostFinance, PayPal, prepayment, and POWERPAY-based installment plans (minimum 10% down, from CHF 8.40/month), with promotional levers including a 15% newsletter discount and flash-sale codes such as EXTRA20 (20% off sitewide). Customer segmentation is horizontal across women, men, and couples, with secondary exposure to lingerie and fashion enthusiasts.
Since being acquired by Lovehoney Group — operating under the legal entity Lovehoney Group Switzerland AG (CHE-333.191.612 MWST), headquartered at Neue Winterthurerstrasse 99, Wallisellen, with Sebastian Schleef as General Manager — Amorana has executed its first international expansion into Germany (amorana.de, 2024), launched the Ohrgasmen podcast (November 2025), and pursued flagship cultural partnerships (Swiss Music Awards, OH LA LA show) and co-branded product collaborations (Womanizer Next x Naomi Lareine, ROMP x Amorana MVP). Marketing is content-led via Amorana Magazine, the Ohrgasmen podcast, OOH advertising, Toy Party events, and influencer activations, with PR handled by Contcept Communication and creative by Rawcut.
Amorana firmographics
Firmographics- Name
- Amorana
- Legal name
- Lovehoney Group Switzerland AG
- Website
- https://amorana.ch
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 1–10 employees
- Short description
- Amorana is Switzerland's largest online sexual-wellness retailer, selling sex toys, lingerie, BDSM, and wellness products via its Magento storefront to Swiss and German consumers under Lovehoney Group ownership.
- Ownership category
- akta.pro rank
Amorana industry classification
Industry- Product category
- Sexual Wellness Retail
- NAICS
- Health and Personal Care Retailers (456)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Sexual Wellness & Intimacy Products DTC (CRAFACAM)
- akta.pro secondary industries
- Lingerie & Seduction (Sets, Bodysuits, Teddies) (CRAAAIAD), Feminine & Sexual Wellness OTC (Yeast Infection OTC, Lubricants, Condoms, Pregnancy Tests) (CRADAMAH)
Keywords
Where Amorana is headquartered
LocationHeadquarters
- HQ city
- Zürich
- HQ country
- Switzerland
- HQ region
- Europe
Offices2 records
Markets served
Amorana 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
- Product Sales: Direct online sales of sex toys, lingerie, and wellness products to consumers. Revenue is generated through one-time product purchases with various payment methods including Twint, credit card, invoice, Postfinance, PayPal, and prepayment. Installment payment option available via POWERPAY.
- Advent Calendar Subscription: Annual erotic advent calendar sold as a subscription product with different tiers (Discover, Premium, Deluxe) containing curated sex toys and wellness products. The 2025 editions sold out early, indicating strong demand.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with promotional discounts |
| Transaction based/ take rate | Pay-as-you-go | Installment payment option via POWERPAY |
| Other | Monthly | Rate payment option from CHF 8.40/month |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels9 records
Amorana product offering
Product offeringCore offering
Amorana is a pure-play online retailer selling sexual wellness products including sex toys, lingerie, drugstore/personal care items, and BDSM accessories from over 300 curated brands to Swiss (and recently German) consumers. Orders are dispatched from its own Glattbrugg warehouse in discrete neutral packaging with next-day delivery, and complemented by educational content through the Amorana Magazine and Ohrgasmen podcast.
Product overview
Amorana is Switzerland's largest online sexual wellness retailer offering a curated portfolio of sex toys, lingerie, drugstore products, and BDSM accessories. The product range spans own-brand offerings including the popular Advent Calendar and Amorana Love lubricant line, alongside premium branded partners like Womanizer (pleasure air technology), We-Vibe (app-controlled couple vibrators), Arcwave (male pleasure devices), Happy Rabbit, Fleshlight, Lovehoney, and ROMP. The company operates as both an e-commerce platform with German expansion and a content-led brand through its Amorana Magazine and Ohrgasmen podcast.
Differentiator
Problem solved
Functional benefit
Products and services
- Amorana Sex Toys
- Amorana Lingerie & Dessous
- Amorana Drugstore / Personal Care
- Amorana BDSM & Bondage
- Amorana Advent Calendar
- Discreet Shipping & Returns Service
Quantifiable outcome
- Next-day delivery for orders placed before 5 PM
- +2 more outcomes
Companies that use Amorana
Customer profileNamed customers1 record
Segments4 records
Ideal customer profiles4 records
Amorana technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Amorana partnerships and signals
Strategic signalPartnerships
15 partnerships are on record, tiered core, flagship and minor.
- OH LA LA ShowcoreAmorana serves as official main partner for intimate wellbeing and official lingerie sponsor for the OH LA LA erotic variety show. The partnership includes dressing performers, transforming the lobby into an Amorana experience world with products on display, and creating a physical presence at shows.
- Swiss Music AwardsflagshipAmorana partnered with Swiss Music Awards as 'Standhafte Partner' (steadfast partners), creating an association between music and sexual wellness culture. Positioned as presenting partner for a modern, sex-positive culture.
- SAMIGO RestaurantminorPartnership featuring 'Dessert Upgrade' - discreet options on restaurant menus allowing customers to order sex toys for takeaway along with desserts, combining culinary and intimate experiences.
- Kai SushiminorCollaboration launching the 'Kai Sushi Date Night Box' combining culinary experience with sensual discovery. Product placement at restaurant location for Womanizer Next Duo launch event.
- MISS LIQUIDminorPartnership launching an exclusive shake combining Amorana's expertise in self-determined sexuality with MISS LIQUID's functional women's nutrition products for holistic female wellbeing.
- Naomi LareineflagshipSwiss R&B singer and influencer collaborated with Amorana and Womanizer to co-design a special edition Womanizer Next product featuring her branding. Aims to promote self-love, empowerment, and normalization of female sexuality.
- Love Roulette (Film)minorFirst product placement of Amorana packages in a feature film. Love Roulette is a romantic comedy about modern search for intimacy and adventure, featuring Amorana products.
- Fabio LandertcoreAmorana is presenting partner for comedian Fabio Landert's successful crowdwork show 'Eifach mol mache!'. Includes on-site presence, digital activations, sampling opportunities, and exclusive social content.
- RawcutcoreZurich-based creative agency (part of Thryve Group) won Amorana's pitch for product communication. Develops marketing campaigns including Black Friday wordplay campaign with terms like 'Rabutt' and 'Stimulaktion'.
- Contcept CommunicationcoreSwiss PR agency appointed as Amorana's public relations agency for all of Switzerland, handling media relations and communications.
- WomanizerflagshipPremium sex toy brand featuring Pleasure Air Technology. Womanizer products are consistently among Amorana's bestsellers including Womanizer Next, Duo 2, and Enhance. Brand co-marketing includes special editions (Naomi Lareine design).
- We-VibeflagshipPremium brand specializing in couple vibrators and app-controlled toys. Products like We-Vibe Chorus Pro and Sync 2 are featured in advent calendars and as top sellers.
- ArcwaveflagshipPremium male sex toy brand including Ion 2 (Pleasure Air Masturbator) and Pow products. Positioned as innovative brand redefining male pleasure.
- Feelgood CondomsminorPartnership featured on Ohrgasmen podcast with Martina Hammer, founder of feelgood Condoms. Discussed condom myths, vegan materials, and proper sizing.
- POWERPAY (MF Group)coreExternal payment service provider enabling invoice-based purchasing ('Kauf auf Rechnung'). POWERPAY handles payment collection and monthly invoicing for Amorana customers.
Scale indicators5 records
Recent moves8 records
Expansion highlights6 records
Amorana competitors and assessment
Company assessmentDirect peers
- Lovehoney: World's largest online sexual wellness retailer and Amorana's parent company (Lovehoney Group). Direct competitor in product category, customer base and curated multi-brand marketplace model across EU markets.
- Eis.de: One of Germany's largest online sexual wellness retailers, overlapping directly with Amorana's catalog (sex toys, lingerie, drugstore) and now competing in Amorana's German expansion territory.
- Babeland: Education-led sexual wellness retailer with curated premium brands and sex-positive content/community positioning, mirroring Amorana's Magazine and Toy Party brand ethos.
Broad incumbents
- Beate Uhse: Legacy German/European sexual wellness retailer with both online and physical presence. Comparable broad adult product assortment and DACH market focus.
- PinkCherry: North American sexual wellness e-tailer with a curated multi-brand catalog (Womanizer, We-Vibe, etc.) and discrete shipping, similar marketplace-style business model.
- Adam & Eve: Large US-based online adult retailer offering sex toys, lingerie and wellness products; comparable broad assortment and DTC fulfillment to Amorana.
- Lovers: US adult retailer combining physical stores with online sales across toys, lingerie and wellness — comparable multi-channel retail model and broad assortment.
Emerging players
- Dame: Sexual wellness brand/retailer focused on women's pleasure, premium positioning and sex-positive content — comparable audience and category to Amorana's core women-led assortment.
Others
- LELO: Premium Swedish sexual wellness brand with strong DTC channel. Comparable on premium-product positioning, content-led storytelling, and overlap in brands carried on Amorana.
Regional players
- Sincerely Yours: Family-run Swiss sexual wellness boutique/online shop based in Switzerland — direct regional peer with comparable product focus and local customer base.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat5 records
Key risks6 records
Key highlights7 records
Customer concentration
Amorana social profiles
Digital presenceAmorana financial estimates
Financial estimateRevenue estimate
Valuation estimate
Amorana leadership team
Management profileNumber of profiles
Profiles5 records
Amorana funding detail
Funding detailFunding overview
Funding rounds1 record
Investors1 record
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Amorana 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 Amorana
What does Amorana do?
Amorana is a pure-play online retailer selling sexual wellness products including sex toys, lingerie, drugstore/personal care items, and BDSM accessories from over 300 curated brands to Swiss (and recently German) consumers. Orders are dispatched from its own Glattbrugg warehouse in discrete neutral packaging with next-day delivery, and complemented by educational content through the Amorana Magazine and Ohrgasmen podcast.
Is Amorana a public or private company?
Amorana is a private company. It is classified as corporate owned and is currently operating.
When was Amorana founded?
Amorana was founded in 2014. It employs 1 to 10 people.
Where is Amorana based?
Amorana is headquartered in Zürich, Switzerland, in the Europe region.
How does Amorana make money?
Two revenue lines are on record. Product Sales are the primary driver. The others are advent Calendar Subscription.
Who are Amorana's main competitors?
Direct peers on record are Lovehoney, Eis.de and Babeland. Broad incumbents are Beate Uhse, PinkCherry, Adam & Eve and Lovers. Dame is listed as an emerging player. LELO is listed as an others. Sincerely Yours is listed as a regional player.
Does Amorana have an API?
No public API is recorded for Amorana.
What industry is Amorana in?
Amorana's product category is Sexual Wellness Retail. Its primary akta.pro industry code is CRAFACAM, Sexual Wellness & Intimacy Products DTC, with a secondary code of CRAAAIAD, Lingerie & Seduction (Sets, Bodysuits, Teddies). Its NAICS code is 456 and its SIC code is 5621.