Lea-Sophie Cramer Steps Down – New CEO For Amorelie


Amorelie founder Lea-Sophie Cramer resigns. She is succeeded by Claire Midwood at the head of the adult online retailer. Lia Grünhage, former managing director and CMO at Amorelie, will also leave the company. As a result, the company’s management will be almost completely restructured at the beginning of 2020.

According to Amorelie’s press release, Claire Midwood, previously Managing Director Channel at Apple, will join the management team of the Berlin-based online company in November 2019 and replace founder Lea-Sophie Cramer as CEO in January 2020. Cramer will join the advisory board.

Cramer and Grünhage leave top management

No specific information is provided on the reasons for the change at the top. Cramer says in the joint press release: »My decision to change was a long one. I wanted to leave when everything in me actually said: Stay! But courageous decisions have made me what I am today and will continue to be my driving force in the future. I have decided to take a year to invest in myself, broaden my horizons and learn new things.«

The previous managing director, Lia Grünhage, is also leaving the company. She will be replaced by Uwe Glander, who will also continue to hold the position of CCO at Amorelie and was previously a member of the board of Nucom Holding, a subsidiary of the ProSieben Group. With Lia Grünhage, one of the most influential figures in Amorelie’s history leaves the company. In the future, Grünhage plans to found her own company with a focus on reproductive medicine.

Marketing expertise from Cupertino

With Claire Midwood, Amorelie gains a marketing expert at the top who has previously gained extensive experience at Apple and Adidas. Midwood has led channel marketing at Apple headquarters for the past two years. »She also developed and managed the Apple Customer Journey worldwide within the indirect sales channel, both in the digital and retail environment,« the company said.

At Adidas, Midwood was previously responsible for the introduction of Adidas NEO and was able to develop the label into a $1.2 billion sub-brand of the Adidas Group. Commenting on her new role, Midwood said: »I am delighted to be part of the AMORELIE team and to lead the company. Together we face a unique opportunity to develop the pleasure industry and continue to push boundaries, expand our international presence and promote the public exchange about our body and sexual health.«

Cramer believes Midwood is a Perfect Fit for Amorelie

Cramer sees her successor as an ideal choice: »I am convinced that AMORELIE and the team will benefit greatly from Claire’s leadership. With her extraordinary experience with two brands as strong as adidas and Apple, she is a great addition and a perfect fit for AMORELIE. We are already in constant communication and I look forward to working with her in my new role to advance the AMORELIE mission worldwide.«

On leaving, Florian Trappeiner, Vice President of the NUCOM Group, sums up the founder’s achievements: »Lea’s vision and energy in building and developing AMORELIE were extraordinary. As founder and CEO, she was responsible for building a successful, international multi-channel market leader that is growing rapidly and is active today in 15 markets. We are very pleased that she will remain with us in an advisory capacity during this exciting journey.«

Further information can be found on Amorelie’s website.


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