The growth of adult novelties is starting to turn heads in private equity.
Diamond Products, a portfolio company of New York's Brookstone Partners, has acquired high-end sex toy manufacturer Jimmyjane. The companies did not disclose the amount of the all-cash deal.
The purchase is Brookstone's second venture in the category in the past year. In September, the firm invested in Pipedream, with a product catalog of more than 3,000 items, including the "Fetish Fantasy Series," which has seen substantial growth over the past two years.
(Brookstone and Pipedream created Diamond Products as an umbrella for future investments, with Pipedream CEO Nick Orlandino heading the company.)
(Read more: Forget sex, we need smartphones: survey)
The interest of an equity firm such as Brookstone highlights the sex toy market's growing strength. Though vibrators and other accoutrement were largely considered outliers as recently as five years ago, the category has entered the mainstream.