Swiss online retailer of sexual happiness products Amorana has been sold to Lovehoney, the largest European manufacturer and online retailer of pleasure products.

Bath-based Lovehoney has achieved strong growth internationally, holds leading market positions on three continents, and claims to be the only truly global brand and online retailer in the industry.

Richard Longhurst and Neal Slateford founded Lovehoney in 2002. Since 2018 Lovehoney has been majority-owned by Telemos Capital, a private investment firm.

With the backing of Lovehoney, Amorana plans to further cement its position as the number one player in Switzerland and also sees opportunities for expansion into other European countries.

Following the investment, Amorana founders Lukas Speiser and Alan Frei will stay in their roles as CEO and CMO respectively and will remain significant shareholders of Amorana.

Lukas Speiser, co-founder of Amorana, said: "At Amorana, we always focus on the needs of our customers and work tirelessly to provide them with the perfect shopping experience. In just six years, Amorana has grown from a small start-up to the leading Swiss online supplier of lifestyle and sexual wellness products. We're excited to be partnering with Lovehoney as we continue to grow and innovate the online retail space in Switzerland and abroad."

Neal Slateford, co-founder of Lovehoney said: "We are delighted to add Amorana to the Lovehoney Group. Lukas and Alan have done a great job growing Amorana to the strong position it is in today and we are confident that Lovehoney can help on the next leg of this exciting journey."

Financial details have not been disclosed.