Osborne Clarke advises the senior management team of Lovehoney as it combines with WOW Tech to create the world's largest sexual wellness company

Written on 13 August 2021

• Estimated revenue for 2021 is over $400 million

• Values Lovehoney Group at over €1 billion

Lovehoney, a leading e-commerce retailer, manufacturer and distributor of pleasure products and accessories, and WOW Tech Group, a pioneering provider of premium sexual wellness products, have announced a €1 billion merger and the creation of Lovehoney Group (“the Group”). The newly formed Group will also include Amorana, a fast-growing Swiss sexual well-being retailer acquired by Lovehoney in September 2020.

The Lovehoney Group combines excellence in B2C sales and marketing, a leading multi-channel distribution network and R&D capabilities, with a strong portfolio of brands and patented technologies.

This transaction will bring together some of the industry’s best known consumer brands including, amongst others, Fifty Shades of Grey, Happy Rabbit, Womanizer, We-Vibe, and Arcwave.

The Group will have operations across EMEA, APAC and North America, supported by over 730 employees with a broad spectrum of talent across engineering, industrial design, sales, and marketing.

The Group will be led by WOW Tech CEO Johannes Plettenberg. Telemos Capital will retain a majority investment in the Group, with CDH, Neal Slateford, Richard Longhurst and Johannes Plettenberg retaining minority positions. Each will hold positions on the Board of Directors of the Group.

The Osborne Clarke team which advised the senior management team of Lovehoney on the transaction was led by Corporate Partners Russell Van Praagh and Pippa Byrne and included Associate Alex Littlefield and trainee Kristy Hart. Tax advice was provided by partner David Nisbet and Associate Bridget Baillie.

Osborne Clarke has a strong presence and is a go-to practice in the private equity market. The team works closely with leading global businesses, fast-growth start-ups and market challengers advising at every stage of company development across all corporate areas, from equity and debt fundraising to M&A, IPOs and JVs.