Helsingborg based e-commerce company Purefun, specializing in adult products, is set to become a stakeholder in Stockholm based sextech startup Ava Stories, with a vision to accelerate its expansion.

Purefun’s recently announced it will invest and take a 20% stake in Ava Stories, to strengthen it’s commitment to the audio erotica segment for women. The partnership aims to capitalize on strong synergies and expand Ava Stories’ market share.

Purefun reported a turnover of € 16 million last year, with profits of over € 1 million. CEO Michael Ahlén has earlier emphasized the need for strategic growth while managing costs. The move into audio erotica represents the company’s acceleration strategy.

Ava Stories, founded by Rosanna Thun and Linnea Taube three years ago, has attracted significant attention and investment from notable figures such as artist Silvana Imam and model/actress Frida Gustavsson.

“We are very excited to have Purefun as a new strong owner. It creates strong synergies between our companies, increases Ava’s market share, and strengthens our overall position.”

says Rosanna Thun, CEO of Ava Stories to breakit.

The financial details of the deal have not been disclosed, but both companies are enthusiastic about the opportunities this partnership presents.