EDC Acquires Beate Uhse’s Online Business

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The Dutch wholesaler EDC will take over the online activities of the German adult retailer Beate Uhse. The integration of the Pabo Group into EDC will create one of the largest online retailers in Europe.

The Dutch parent company of EasyToys.nl will take over the web business of the Flensburg-based group of companies that emerged from the insolvency of the legendary Beate Uhse AG. The online activities of the group have so far been combined under the brand name Pabo.

Even before the takeover of the German competitor, EasyToys.nl recorded 100,000 visitors per day and had over 14,000 items on offer. The company is currently the market leader in the Netherlands and Belgium. EDC presently has 140 employees.

Through the takeover, the Veendam-based company EDC secures the rights to the brand names Pabo.nl, Pabo.be, Beate-Uhse.com, and AdametEve.fr. EDC has been one of the most important wholesalers in the adult retail market for years.

According to industry figures, the company has generated more than 21 million sales in recent years and has recorded immense growth rates. Distribution via the Internet is becoming increasingly important for the Dutch wholesaler. In recent years alone, online shops have grown by 15%.

For years, Beate Uhse has pursued a three-brand strategy spread across several countries, which the new owners apparently want to end. In the Netherlands Pabo.nl, in Germany Beate-Uhse.com, and in France the popular brand AdamEtEve.fr was maintained. Besides wholesale and direct sales EDC also produces its own products and brands which are sold and distributed worldwide.

The owner and chairman of EDC says of the deal, which is attracting worldwide attention: »Within EDC we have experienced tremendous growth in recent years, as a result of which we have invested in the structures to allow for international expansion. We are particularly pleased with the acquisition of the e-commerce activities of Beate Uhse. This is a powerful brand in Europe with a large market share, particularly in France and Germany.«

He adds: »The infrastructure and logistics process of EDC are set up highly efficiently, which means that we think we can offer the company a bright future with us and let it grow further. Within 3 years we expect to realize a turnover of 50 million on an annual basis with the new company structure.

EDC believes it can achieve $50 million in annual sales with the new partner. The acquisition is expected to take place next month.


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