Parship, which is owned by German media group Holtzbrinck, launched in Germany in 2001 and now has more than 1m members in countries including the Netherlands and Spain.
Tony Blin-Stoyle, the founder of UpMyStreet.com and former managing director of FT.com, has been hired to manage the UK launch. He said that the service would target older, discerning consumers looking for a long-term relationship.
Parship, which uses psychometric tests to gauge compatibility, will be more expensive than rivals, charging a subscription rate of £25.
The launch will be backed by TV and press ads breaking in July. Parship has hired Ideology for the press work and is close to picking an agency for the TV campaign. Bygraves, Bushell Valladares & Sheldon will buy media.
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