Online retailer Lovehoney is merging with WOW Tech Group to form a global sexual wellness group: The Lovehoney Group.

The group will operate across EMEA, APAC and North America, and will combine a strong portfolio of brands, such as Fifty Shades of Grey, Happy Rabbit, Womanizer, We-Vibe, and Arcwave, as well as Swiss retailer Amorana, which was purchased by Lovehoney last year.

The merger and expansion comes after the sexual wellbeing market exploded during global lockdowns, with the sector poised to grow at a CAGR of 8 per cent from 2021 to 2028.

Johannes Plettenberg, WOW Group founder and Lovehoney Group CEO, said the sector is fast becoming mainstream, “supported by liberalisation, acceptance of sexual awareness, and the influence of popular culture.”

“Amorana, Lovehoney, and WOW Tech share the same mission to destigmatise sexuality, empower people to enjoy a fulfilling love life, and experience sexual happiness,” Plettenberg said.

“Combined, Lovehoney Group will provide a specialist e-commerce platform with unmatched international reach, with the creator of the most well-known and innovative brands in the industry.”

Lovehoney boss Rob Godwin’s role will shift to that of director of Australian operations.