In October 2016 we visited Amorelie. Known from TV and online commercials. Amorelie is the online shop where you can buy sex toys, lingerie and everything else for your lovelife.
Here is the interview with Lea Sophie Cramer, Managing Director & Co-Founder of Amorelie – and have a look at their super cool office.
Hello Lea Sophie, when was your company founded and in how many countries are you active?
Amorelie (amorelie.com) was founded in 2013 in Berlin and is active in Germany, Austria, Switzerland, France and Belgium.
What is your core business?
We sell sensual lifestyle products that enrich people’s love life – from sexy lingerie to love toys.
How did you get to your business idea and when was your company established?
Since its foundation in January 2013 by Lea-Sophie Cramer and Sebastian Pollok, AMORELIE has
revolutionized the out-dated erotic market. With delightful, bright colors, a nonchalant, natural
approach to love, sex and lifestyle related topics, and, first and foremost, a significant and highly
selective portfolio of love toys and finest lingerie, we want to show that sex is anything but
raunchy or obscene – it’s a part of everybody’s life. And most of all: It’s fun, makes life more
exciting, and puts a smile on people’s faces.
I had the idea when I discovered people reading ‘Fifty Shades of Grey’ on public transit and
realized: People are getting more open to sex-related topics – but there aren’t any sextoy
companies that cater to this new open-minded generation. AMORELIE targets people that are
confident in their sexuality and seek an online store that is just as open and carefree in their
service and products – and not to mention, an expert that offers valuable love and sex advice.
Are you using Venture Capital? And if – who are your Venture Partners?
Not anymore. Since the end of 2015 the ProSiebenSat.1 Media Group holds 75% of Amorelie’s
shares. With ProSiebenSat.1 we have a strong and experienced partner.
In which countries are you active? Are you planning to expand your venture in other countries? And if – where?
AMORELIE expanded to Austria and Switzerland in 2014 and the internationalization continued
with France and Belgium, where we went live later in the same year.
There are definitely plans to go live in even more countries, but they are not specific enough to be
Where do you see the company in 5 years?
In five years we see us as the global omni channel market leader for your lovelife.
How many employees work at your company right now? Are you planning to expand?
Currently Amorelie has 98 employees and the number is continuously rising . But it is very
important for us that the growth happens on a healthy base.
What is the average age of your team members ?
The team’s average age is around 27-28. The team is quite young – but full of ideas, motivation,
drive and creativity.
What kind of attitude should new employees have to have in order to work at your company?
If you want to work at Amorelie, you have to bring enthusiasm and self-confidence as well as
strong intention, drive and ideas to revolutionize our society’s love life. We like out-of-the-box
thinkers and people who burn on our theme.
Why is it fun to work at your company? Do you offer any employee benefits?
Just follow our Tumblr for the answer to that question 🙂
We strive to do as much as possible to keep our team motivated, like offering them a beautiful
place to work and a harmonious atmosphere where they can feel comfortable.
That’s why two months ago we moved to our new (and bigger) office in Berlin Mitte to give them
enough space to develop ideas and strengthen the team spirit.
We dance on Monday mornings, have fresh company snacks and dinner daily,
and hang out and have drinks together on Friday evenings.
We have big team events 2-4 times a year where everyone gets together, such as
themed christmas parties or table tennis tournaments, and obviously smaller team building
activities throughout the year.
We also love our Teaching Tuesdays, which allow any employee to give a presentation on their
field of work or a specific project to a handful of interested co-workers, and the Mystery Lunch
each month, where we randomly select groups to enjoy lunch in order to allow employees from
different departments to get to know each other better.
Of course we also like to give out free toys to our employees to make sure that everybody has the
chance to test and fall in love with the products we sell. We also have an employee program
where you not only get a discount on AMORELIE products but also receive lots of vouchers for
other shops and products.
Do you offer new employees a relocation service or help to relocate?
If new colleagues move to Berlin we try to help them find a flat/room, but we don’t have a
Do you have a job board? What is the web-link?
Here you can find all current vacant positions at AMORELIE: Jobs at AMORELIE
How big is your Office/Production Site?
Our office is about 1400 qm big, so we have a huge open space for the team to feel free and
comfortable and enjoy work. We have several themed meeting rooms (like ‘Eden’ that has walls
covered in tropical plants or ‘ABC’ where we share market research with the whole team) and a
lot of spots for retreatment – a big, open kitchen, phone booths, couch areas, and napping room
Did you get help from an interior designer by designing the office? And if who did you work together with?
Yes, we have a fantastic interior designer, Janis Nachtigall, who also helped design the 25hours
Hotel in Berlin and the Bugaboo Shop in Berlin Mitte. She really captured AMORELIE’s spirit and
made the office a place where both employees and guests immediately feel at home.
Thank you Lea Sophie & Amorelie Team for this interview and the photoshooting!
Location: Berlin, Germany Website: AMORELIE Photos: copyright by AndreasL.de
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