TDR Capital Acquires Sexual Wellness Firm Lovehoney
The private equity firm is purchasing Lovehoney Group for approximately €400 million to expand its intimate wellbeing platform.
Updated on Oct. 31, 2026 in Sex Life
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TDR Capital has agreed to acquire Lovehoney Group, a major player in the sexual wellness industry, in a deal valued at approximately €400 million (£334 million). The acquisition includes a portfolio of 20 distinct brands and follows extensive negotiations between the firm and current shareholders.
Why it matters
TDR Capital seeks to leverage the acquisition as a foundation to develop a broader multinational platform for intimate wellbeing. By integrating Lovehoney's existing infrastructure, the firm plans to drive future expansion through both organic growth and strategic industry consolidation.
Lovehoney Group currently manages a portfolio of 20 sexual wellness brands and serves customers in more than 60 countries. The organization maintains a workforce of over 850 employees across its headquarters in the United Kingdom and Germany.
The players
TDR Capital
A private equity firm based in London that focuses on acquiring and growing mid-to-large-sized businesses.
Lovehoney Group
A global sexual wellness company that owns various brands including WE-VIBE, Womanizer, and the Fifty Shades of Grey line.
Richard Longhurst
An entrepreneur who co-founded Lovehoney in 2002 to provide accessible sexual wellness products.
Neal Slateford
A co-founder of Lovehoney who helped grow the brand from a local startup to a multinational enterprise.
Houlihan Lokey
A global investment bank that provides financial advisory services for mergers, acquisitions, and restructuring.
The details
The transaction, advised by Houlihan Lokey, marks a significant shift in ownership for the company, which previously merged with WOW Tech Group in 2021. Jacobs Capital served as the majority investor selling the business, with CDH Investments holding a remaining minority stake.
Timeline
Lovehoney was founded in Bath in 2002.
The company received the Queen's Award for Enterprise in 2016.
Lovehoney merged with WOW Tech Group in 2021.
TDR Capital agreed to purchase Lovehoney in October 2026.
Culture Shift
The acquisition continues a cycle of consolidation within the wellness sector, following the pattern set by the 2021 merger between Lovehoney and WOW Tech Group. This move indicates a shift toward large-scale corporate ownership of brands previously viewed as niche independent retailers.
Consumers may notice changes to branding and retail availability as the new owners begin their planned expansion. The deal aims to streamline operations across the 60 countries where the group currently maintains a commercial presence.
The takeaway
This acquisition signals that private equity firms are increasingly viewing the intimate wellbeing sector as a viable target for multinational scaling. Readers can expect to see continued consolidation as major firms attempt to integrate niche wellness brands into larger retail platforms.
Further reading
For more information on market developments in this sector, visit the Sex Life section.
Source note: This article includes information reported by Greatest Hits Radio.
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