Lovehoney and WOW Tech Group have joined forces and now form the Lovehoney Group (LHG), along with Swiss brand Amorana, which was acquired by Lovehoney in 2020. The combined group will be led by WOW Tech CEO Johannes Plettenberg [pictured], though Lovehoney and WOW Tech will continue to be run by their current management teams.
The transaction combines Lovehoney’s international operations and brands – including Fifty Shades of Grey – with WOW Tech’s Womanizer, We-Vibe, Romp, and Arcwave family of brands and LHG’s stated focus will be on “delivering exceptional B2B customer service, including creative and demand-driving marketing across all touchpoints, as well as buzz-worthy PR campaigns to raise awareness and keep the brands at the forefront of consumers’ minds”.
LHG’s strategy will also focus on enforcing its patent portfolio, which the group says will be pursued with full force to protect the B2B partners’ commitment to the brand portfolio.
LHG has more than 730 staff from over 25 countries, located in ten offices across the world, and its lead investor is Telemos Capital, the majority owner of Lovehoney since 2018. CDH Investments, which holds a significant stake in WOW Tech, stays on board as a minority investor as do the co-founders of Lovehoney, Neal Slateford and Richard Longhurst.
Johannes Plettenberg, CEO of the Lovehoney Group commented: “We are excited about this transaction and partnership. Amorana, Lovehoney, and WOW Tech share the same mission to destigmatise sexuality, empower people to enjoy a fulfilling love life, and experience sexual happiness. Combined, we will be even better placed to contribute to bringing sexual happiness to the centre of society. This will benefit our entire industry. We are looking forward to continuing to work with our teams to create even more value for all our B2B partners and their customer base. By partnering even more closely together, I am certain we can all achieve our common goals.”
