YNOT EUROPE – Barcelona-based Private Media Group Inc. has signed a 10-year distribution agreement with SCALA Playhouse BV, headquartered in Almere, Holland. SCALA is among Europe’s largest wholesalers of adult lifestyle products.

Under the terms of the agreement, SCALA will distribute Private’s physical media in Belgium, the Netherlands, Luxembourg, France, Scandinavia, Italy and Poland on an exclusive business-to-business basis. Among SCALA’s customers are large European adult lifestyle specialty retailers Beate Uhse, Adam et Eve and PABO.

“We are delighted to have been chosen by Private to represent their product line across Europe,” said Serge van der Hooft, chief executive officer of SCALA’s parent company, Flensburg, Germany-based Beate Uhse AG. “In today’s challenging markets for physical media, it makes sense for adult studios to consolidate their distribution with partners such as SCALA who have unparalleled relationships with retailers and affiliated companies with significant [business-to-consumer] operations.”

Established as a retail store in 1946 by an entrepreneur of the same name, Beate Uhse AG today is publicly traded on the Frankfurt Stock Exchange. Operating as a retailer, wholesaler, producer and manufacturer of physical and digital adult products, the company has an active presence in more than 30 countries and the World Wide Web.

“We look forward to working closely with SCALA to ensure that our rejuvenated product line gets the attention it deserves in the wholesale and retail marketplaces,” Private Media President and CEO Charles Prast said. “It’s natural for the leading pan-European adult media brand to seek a home with Europe’s largest wholesaler and retail group.”