Pure Romance said Monday it bought competitor Passion Parties, a move expected to bring thousands of independent sellers to the company. Financial terms were not disclosed.
With Passion Parties, the Cincinnati firm will have more than 25,000 consultants. The deal also expands its presence in Cedar Rapids, Iowa; Las Vegas; Nevada, Oakland, California, and Toronto. The acquisition is expected to increase sales by nearly 20 percent annually, according to Pure Romance officials.
“The Pure Romance team is excited to welcome Passion Parties Consultants into our growing family of women who embody our mission to empower, educate and entertain,” said Chris Cicchinelli, president and CEO of Pure Romance, in a statement. “Our consultants’ success is our first priority and we do our best to support them in growing their businesses.”
Pure Romance’s last acquisition happened in 2014 when it bought Slumber Parties.
Patty Brisben founded the company in the basement of her home in Milford in 1993. Today, her son Chris runs the firm.
Pure Romance was No. 67 on the 2015 Deloitte 100 Cincinnati USA list of the largest privately held companies in Greater Cincinnati. Pure Romance generated $138.4 million of revenue in 2014.
Pure Romance sells sex toys in addition to books, clothing, perfumes, and other items.
The number of consultants selling sex toys, clothing, perfume, and more for Pure Romance is increasing to 25,000 with a new acquisition announced on Monday.
The Cincinnati-based company has bought competitor Passion Parties for an undisclosed amount. A statement from Pure Romance says it expects the addition to increase sales by 20% annually. It will allow the company to expand into markets like Las Vegas and Toronto, Canada.
Pure Romance started 20 years ago in Patty Brisben’s basement. In 2013, the headquarters moved to downtown Cincinnati. In 2014, it acquired a similar competitor called Slumber Parties.
Pure Romance says, in 2015, more than eight million women attended one of their product-showcasing parties.