PE-backed Diamond Products buys sex toys maker Jimmyjane

Diamond Products, a portfolio company of Brookstone Partners, has acquired Jimmyjane. No financial terms were disclosed. Based in San Francisco, Jimmyjane is a maker of sex toys.


New York, NY, February 19, 2014. Diamond Products, in conjunction with a New York private equity firm, has made its second acquisition in the adult pleasure products industry in less than a year. Diamond approached Jimmyjane, the award-winning lifestyle brand known for reimagining the industry through design and innovation, to capitalize on the growing premium Sexual Wellbeing market. Together as part of Diamond, Jimmyjane and Pipedream Products aim to shape the future of the category as the world’s leading manufacturer of pleasure products.
With knowledge and experience gained over the last decade, Jimmyjane creates exceptional products that wow and delight its customers around the world. More than just a coveted brand, Jimmyjane embodies the team’s passion for pushing the limits of design, quality and innovation.
Award-winning designer Ethan Imboden founded the company in 2004 with the goal of bringing“Pleasure to the People” – and reshaping the sex products market along the way. He and his team leveraged unprecedented design, engineering and marketing to achieve their goal of making exceptional pleasure products broadly available – both in top “sex positive” retail environments, as well as through mainstream distribution. Today, Jimmyjane products are globally renowned for their exceptional performance, durability and design. The company is credited for its leading role in reorienting the global conversation around pleasure products, and has become known in the media as “the Apple of sex toys”.
Nick Orlandino, CEO of Diamond Products commented “Jimmyjane is an exceptionally rare brand. Rare in the unique quality and design of its products, but also in the vision that has been executed over the last decade. I am very pleased that Ethan and the Jimmyjane team believe that our group is best able to ensure the continuity of this vision and the ongoing growth of the brand. Together we share the same values of quality and intense customer focus. I am convinced that our group will prove a good home and can help realize the significant future potential of Jimmyjane.”
Ethan Imboden, Founder and Chairman of Jimmyjane commented “We’re excited about this next step for Jimmyjane. Both our company and industry have come a very long way in the past 10 years. With the strength of Diamond behind Jimmyjane, we’ll be able to take our mission of bringing “Pleasure to the People” to an entirely different scale. Nick and the Diamond team respect the customer- and design-centric values, approach and attention to detail that are the foundation of Jimmyjane, and will be great partners in growing the brand’s reach and amplifying its message.”
This acquisition is a key facet of Diamond Products’ long-term growth strategy and offers the group a leadership position in the premium pleasure products market with one of the world’s best known specialty brands. Jimmyjane will continue to operate separately, maintaining its product development, creative, online, sales and day-to-day operations teams at its corporate headquarters in San Francisco.
About Jimmyjane
Jimmyjane designs products and experiences to provide pleasure strengthen connection and create provocative possibility. The company recognizes that sexuality plays a vital role in our overall health and wellbeing, and leverages design, innovation and wit to deliver unprecedented products that define new standards of quality, efficacy and – of course – enjoyment. The brand appears regularly in leading publications around the world, such as Vogue, W, Harper’s Bazaar, Esquire, GQ, Forbes, The Atlantic, The Times (London) and The New York Times, and enjoys an A-list following, including Kate Moss, Dita Von Teese, Eva Longoria, Kate Beckinsale and Teri Hatcher. The company’s products can be found in the most coveted names in hospitality, including Ace, Cosmopolitan, and W Hotels Worldwide. Jimmyjane has been honored with many of the world’s top design awards, including AIGA, I.D., Spark, Good Design and IDEA Awards, and new concepts are continually in development to bring sophisticated sexiness to all. To learn more about Jimmyjane visit WWW.JIMMYJANE.COM