US private equity firm Brookstone Partner buys ‘Apple of sex toys’


US mid-market private equity firm Brookstone Partners has acquired “adult pleasure products” company Jimmyjane, via its holding company Diamond Products.

The deal is the second for the Diamond platform, which previously acquired Pipedream Products, one of the largest designers, manufacturers and distributors of adult toys, lingerie, games, lotions and creams.

Founded in 2004 Jimmyjane has become known as “the Apple of sex toys”. The acquisition is a “key facet” of Diamond Products’ long-term growth strategy, Brookstone said, offering the group a leadership position in the top end adult toy 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.

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