The Business Model of Amorelie
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, direct sales of sex toys. In 2015, ProSiebenSat.1 increased its stake to 75%. In 2016, the company reported a profit for the first time. The following year, Amorelie own brands were listed in various drugstores, department stores and department stores. Amorelie offers sex toy, lingerie and contraceptive products. In addition to products from other manufacturers, Amorelie also has various own brands. The company sells its products in Germany, Austria, France, Belgium, Italy, Great Britain, the Netherlands and Switzerland. Italy, UK and Netherlands are covered through 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 Edeka, dm-drogerie markt, bipa, coop and Galeries Lafayette.