“Sex your way” – that’s the new claim of online sex shop Amorelie. The CEO of the company, Claire Midwood, wants to make the brand (and the conversation about sex) even more open, inclusive and attractive for all ages and sexual orientations. A smart move: Besides appearing very progressive, that obviously also increases the target group.

Before joining Amorelie as a CEO in late 2019, Claire worked as a senior manager for Adidas and Apple in Silicon Valley. Over the years, she collected extensive knowledge in brand building, strategy, retail and trend analysis.

After taking over the CEO position from the founder Lea-Sophie Cramer, Claire talked to all 140 employees in order to get to know the processes, challenges and wishes of every single one. Her goal for Amorelie is to realign the company and make it a global player in the industry as she recently said in an interview with Business Insider. A first step in that direction is an own sex toy collection. A toy collection for queer* singles and couples is in development as well.

‍Claire will join this year’s Bits & Pretzels Networking Week within the Meet the leaders track, where the top entrepreneurs of the European ecosystem share exclusive insights into the state of their business strategy. Get the latest news and ideas about where entrepreneurship stands right now - and hear what the Amorelie CEO has planned for your sex life.