Amorelie
Berlin, DE · Founded 2013 · 71 employees on LinkedIn · 2 known investors
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AMORELIE is a sexual-wellness brand running an online shop for sex toys, lingerie, and care products, and also designs and develops its own-brand toys sold through retail partners. Founded in 2013, it serves consumers in Germany, Austria, Switzerland, France, and Belgium.
Also known as AMORELIE
Founders & leadership
Amorelie was founded in 2013 by Lea-Sophie Cramer and Sebastian Pollok.
Investors · 2
Company profile
researched Aug 2026AMORELIE operates an online shop for sexual wellness and erotic lifestyle products, positioning itself around education alongside retail. The catalogue spans sex toys (vibrators, masturbators, dildos, anal toys, penis rings, love balls), lingerie and fetish clothing for women and men, BDSM and bondage equipment, gift boxes and sets, and drugstore-type items such as lubricants, condoms, massage oils, and sexual health and body care products [0][1]. Alongside third-party brands, the company markets a portfolio of own labels grouped as the "AMORELIE Collection", including AMORELIE Joy, VOU, BOLD, Care, Originals and UNCOVER; the in-house toy line is presented as an answer to newcomers' difficulty in judging price and quality differences between unfamiliar sex toy brands [0][2].
The shop is complemented by a large content layer: buying guides and "Toyfinder" tools by product category and audience (women, men, couples), a magazine with how-to and advisory articles, erotic stories, a podcast, toy parties, and an annual "AMORELIE Sexreport". Seasonal products include erotic advent calendars, sold in multiple editions and partly in cooperation with Loveboxxx [0][3]. Customer-facing service commitments shown on the site include discreet and anonymous packaging and delivery, free shipping above EUR 69, a 100-day return right, and a telephone/e-mail customer service line in Berlin [0][1].
One trade-press account states that in early 2018 ProSiebenSat.1 raised its shareholding in Amorelie from 75% to 98%, valuing the company at EUR 92 million, that co-founder Sebastian Pollok exited at that time, and that co-founder Lea-Sophie Cramer remained with a 2% stake; the same report describes the company as having generated a double-digit million euro revenue [5].
Business model
AMORELIE sells physical products directly to consumers through its own e-commerce storefront, combining resale of third-party erotic and lingerie brands with higher-margin own-label collections (AMORELIE Joy, VOU, BOLD, Care, Originals, UNCOVER). Editorial guides, toy finders, a magazine, a podcast and seasonal bundles such as advent calendars and gift sets support product discovery and repeat purchasing [0][2][3].
Revenue comes from online retail sales of sex toys, lingerie, BDSM equipment and drugstore/care products, including own-brand goods and bundled gift sets and advent calendars; shipping is free above an order value of EUR 69 [0][3]. A 2018 trade report described the company as generating a double-digit million euro annual revenue [5].
Traction
Site-published customer satisfaction stands at 8.9 out of 10 [0][1]. Third-party company data lists a headcount band of 51-100 employees and an estimated annual revenue figure for the business [4]. Trade press reported a double-digit million euro revenue and a EUR 92 million valuation in connection with the 2018 increase of ProSiebenSat.1's stake to 98% [5].
Latest developments
The website currently operates country storefronts for Germany, Austria and Switzerland, promotes an own-brand "AMORELIE Collection" of six labels, and runs a sign-up page announcing two exclusive editions of the 2026 erotic advent calendar following the AMORELIE x Loveboxxx 2025 calendar; an "AMORELIE Sexreport 2026" is also listed [0][2][3].
▸Full profile — market position, technology, go-to-market, geography, history, risks & controversies
Market position
One of the better-known German-language online retailers in the erotic and sexual wellness segment; a company self-description cited by a third-party data page calls it the best-known online shop for sensual lifestyle products in Germany [4]. Trade coverage in 2018 reported a EUR 92 million valuation applied by majority owner ProSiebenSat.1 and a double-digit million euro revenue level [5].
The company combines a broad multi-brand erotic assortment with own-label toy and care collections positioned as a transparent, price-clear alternative for buyers unfamiliar with established sex toy brands, and pairs the shop with extensive educational content and guidance tools [0][2]. Trust elements such as discreet and anonymous shipping, a 100-day return right and a published customer rating of 8.9 out of 10 are used as differentiators [0][1].
Technology
Publicly observed web infrastructure and tooling for the shop includes New Relic, Dynamic Yield for A/B testing, Google Analytics, Google Cloud CDN, PHP, HTTP/3 and HSTS, plus Zowie and Zendesk for customer service and Microsoft 365 for email [4].
Go-to-market
Direct-to-consumer online retail with a heavy content-marketing component: category and technique guides, interactive toy finders, an editorial magazine, erotic stories, a podcast, an annual sex report, and toy parties. Seasonal campaigns such as erotic advent calendars, partly as co-branded editions with Loveboxxx, are used to drive demand, supported by discreet packaging and a 100-day return policy [0][1][3].
Consumers interested in sexual wellness and erotic lifestyle products, addressed both as individuals (separate men's and women's assortments and bestseller lists) and as couples, with dedicated guides for beginners and for more experienced users [0][2]. A company self-description cited by a data provider frames the audience as trend-conscious singles and couples [4].
Geography
Headquartered in Berlin, Germany (Rosenthaler Straße 40-41, 10178 Berlin) [4][6], with country-specific storefronts for Germany, Austria and Switzerland (German-language) available on the website [0][1].
History
Third-party company data gives a founding year of 2013 [4]. According to trade coverage, ProSiebenSat.1 increased its holding from 75% to 98% in early 2018 at a EUR 92 million valuation; co-founder Sebastian Pollok left the company at that point, while co-founder Lea-Sophie Cramer stayed on with a 2% stake and remained the public face of the brand [5]. The same report notes a funding-related entry dated 2014 in one third-party database [4]. The two founders subsequently became active as investors, jointly via Starstrike Ventures and individually through Cramer's Pink Capital and Pollok's Cape Ventures [5].
Risks & controversies
Ownership is concentrated: trade coverage reports that ProSiebenSat.1 held 98% of the company after early 2018, with founder Lea-Sophie Cramer retaining 2% and co-founder Sebastian Pollok exiting [5]. Estimated revenue and valuation figures circulating on third-party data pages are modelled rather than reported [4].
Compiled by commissioned research from 7 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Timeline · 3
launches, deals, and filingsThe company sold an AMORELIE x LOVEBOXXX advent calendar in 2025, referenced in customer feedback on its advent calendar page; two exclusive editions of the 2026 calendar are announced as coming soon.
Sebastian Pollok departed the company at the time of ProSiebenSat.1's increase of its stake to 98%, while Lea-Sophie Cramer stayed on as the brand's public face.
In early 2018 ProSiebenSat.1 raised its shareholding in Amorelie from 75% to 98%, valuing the company at EUR 92 million. Co-founder Sebastian Pollok exited at the same time; co-founder Lea-Sophie Cramer remained with a 2% stake.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
▸Research sources · 7
primary sources listed
- Amorelieamorelie.de · web
7 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Amorelie do?
- Berlin-based online sex shop and own-brand sexual wellness retailer selling toys, lingerie and care products in German-speaking markets.
- Who founded Amorelie?
- Amorelie was founded by Lea-Sophie Cramer, Sebastian Pollok in 2013.
- Who are Amorelie's investors?
- Amorelie's investors include Cherry Ventures, German Startups Group.
- Where is Amorelie headquartered?
- Amorelie is headquartered in Berlin, DE.