Amorana: Who are the founders of the Swiss shop?

Amorana: Who are the founders of the Swiss shop?

Amorana is now one of Switzerland’s best-known online shops specialising in sex toys, lingerie and intimate wellbeing. Behind the brand, however, lies above all an entrepreneurial story that began in Zurich and was driven by two founders who wanted to change the way people talk about sexuality, desire and pleasure.

The idea was not simply to create an online shop, but rather to offer a modern, discreet and inspiring experience centred on intimacy, far removed from the clichés often associated with eroticism.

Who founded Amorana?

Amorana.ch was founded in 2014 by two young Zurich-based entrepreneurs: Lukas Speiser and Alan Frei. The two met whilst studying in Zurich and later came together again as part of a joint project: the creation of a Swiss platform centred on love, sexuality and relationships.

Their aim was clear: to make buying sex toys, lingerie and intimate products easier, more stylish and more natural. With Amorana, they wanted to create a world where you can discover products, find out more and explore your pleasure without embarrassment or prejudice.

Lukas Speiser: From the world of finance to entrepreneurship

Lukas Speiser is one of the co-founders of Amorana. Before founding the company, he studied finance at the University of Zurich and gained experience in banking, particularly in the areas of investment and advising institutional clients.

His career has also been characterised by a strong international focus. He lived in Japan during his childhood and later spent several years of his youth in the United States. These experiences gave him a global perspective on trade, trends and consumer cultures.

Even before Amorana, Lukas had demonstrated his entrepreneurial spirit by founding and later selling a major advertising agency in Switzerland. With Amorana, he rediscovered this entrepreneurial drive, albeit in an industry that was still relatively unmodernised at the time.

Alan Frei: Start-ups, Innovation and Marketing Vision

Alan Frei is also a co-founder of Amorana. He studied economics and Chinese studies at the University of Zurich. He developed an interest in start-ups and entrepreneurship at an early age. Whilst still a student, he launched several entrepreneurial projects, some of which were later sold.

After graduating, Alan gained experience in the private equity sector and helped develop the University of Zurich’s Start-up Centre. This proximity to innovation and the entrepreneurial ecosystem played a key role in the founding of Amorana.

His background naturally gave the brand a strong marketing dimension: a modern visual identity, more open communication and a commitment to making the world of intimacy more accessible.

What is Amorana’s vision?

Amorana’s vision is to become a leading platform focusing on love, sexuality and relationships. The brand does not limit itself to selling products: it also aims to inspire, inform and support.

This approach is particularly evident in the Amorana Magazine, which offers content on desire, relationships, the body, sexuality and intimate wellbeing. The idea is simple: to create a space where you can learn, discover new things and find answers to your questions.

What makes Amorana special?

Amorana stands out for its Swiss, modern and discreet approach. The brand prioritises a pleasant shopping experience with a wide selection, detailed product descriptions and a customer service team based in Switzerland.

Amorana’s strengths include:

Why is discretion so important?

When it comes to intimate products, trust is paramount. Amorana therefore places great importance on offering you a discreet shopping experience – from the moment you place your order right through to delivery. Parcels are sent in plain packaging to ensure your purchase remains private.

This discretion is part of the brand’s DNA. It helps to make buying sex toys or lingerie easier, more reassuring and more natural.

Amorana today: far more than just an online shop

Amorana began as a Swiss online shop, but today the brand stands for a true lifestyle universe centred on pleasure and intimacy. It brings together products, advice, inspiration and service to accompany everyone on their personal journey of discovery.

Whether you’re looking for your first sex toy, lingerie, a gift idea or simply information on sexuality – Amorana aims to provide a space where curiosity, pleasure and trust can blend together naturally.

Conclusion

The founders of Amorana, Lukas Speiser and Alan Frei, have created far more than just an online shop. They have developed a Swiss platform that addresses the topic of sexuality in a modern, discreet and open-minded way.

Since 2014, Amorana has been helping to make sexuality more accessible, more elegant and less stigmatised. This mission remains at the heart of the brand: to inspire, to inform and to offer a trustworthy shopping experience centred on love, sexuality and relationships.