EasyToys parent company EQOM Group appoints first female CEO

EQOM Group, the holding company above EasyToys, has now permanently appointed Anneke Kamphuis as Chief Executive Officer (CEO). Kamphuis had already been acting CEO since September, but is now officially the first female CEO at the helm.

New positioning

Anneke Kamphuis joined the company in February 2025 as Chief B2C Officer and has been part of the leadership team ever since. She started her career as a strategy consultant at Bain & Company and subsequently held management positions at bol.com, Etos, and Gall & Gall. With her appointment, EQOM says it is “consciously choosing a leader who dares to combine business growth with social innovation.”

Her appointment also marks a new phase in the mission of the “sexual wellness” provider: “from products to emotion, from shame to openness, and alongside commerce, more attention to social impact.” Anneke Kamphuis: “Our industry has an impact on how people feel about their bodies, their relationships, and their self-confidence. That’s why we’re not just building growth, but a movement: from shame to pride and from silence to openness.”

In addition to selling products, EQOM wants to become a platform for information, guidance, and community for both women and men. Kampenhuis wants to “humanize” the category and further expand international B2B and B2C activities.