// startup autopsy
Amorelie
Europe's erotic lifestyle brand that couldn't survive media conglomerate ownership.
acquisition gone wrongFire Sale
Distressed acquisition below last-round valuation · Fatal mistake: Sold to a traditional media conglomerate that lacked the ecommerce DNA to scale the brand effectively.
Key Events Timeline
FOUNDING
Amorelie founded in Berlin by Lea-Sophie Cramer and Sebastian Pollok as a female-friendly erotic lifestyle ecommerce brand.
FUNDING
Amorelie secures growth funding and rapidly expands its product catalog and customer base across Europe.
ACQUISITION ATTEMPT
ProSiebenSat.1 Media acquires majority stake in Amorelie, ending its startup independence and introducing corporate oversight.
SHUTDOWN
Amorelie wound down as post-acquisition integration failures and market saturation made the brand unsustainable under ProSiebenSat.1 ownership.