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Sinful, the largest Internet retailer of sex toys in Scandinavia, has joined forces with a new co-owner, the private equity fund Polaris. Bech-Bruun has advised the founders of Sinful throughout the entire process of setting up the new partnership.

Since its formation in 2008, Sinful has seen a significant growth curve and has received several awards, including the title of best export Internet business in Denmark. The business currently employs approx. 150 staff members at its headquarters in Aarhus.

The new partnership implies Sinful’s selling 57.5% of its shares to the Scandinavian private equity fund Polaris, which joins forces with Sinful's owner managers and other members of management.

Bech-Bruun's M&A team headed by Rasmus Lenler-Petersen and Morten Brehm Jensen has advised Sinful throughout the process.