Adore Me news and archive

Victoria's Secret exceeds expectations in fiscal year 2025/26

US lingerie group Victoria’s Secret & Co. reported surprisingly positive results for the 2025/26 fiscal year on Thursday. Thanks in large part to a strong final quarter, the parent company of the Victoria's Secret, Pink and Adore Me brands exceeded its own forecasts. In the most recent fiscal year, which ended on January 31, group sales reached...

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Victoria’s Secret Q2 sales up as momentum accelerates under new leadership

Victoria’s Secret welcomed a marginal increase in sales for the second quarter of the financial year, prompting the lingerie giant to raise its full-year outlook. For the 13-week period ended August 2, the company saw net sales rise 3 percent year-over-year, from 1.417 billion dollars in the year prior to 1.459 billion dollars. This came above...

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Adore Me founder exits as Victoria’s Secret appoints new leadership

Morgan Hermand-Waiche, the founder of Adore Me, has exited the company, with a new executive said to have been appointed by the lingerie brand’s parent, Victoria’s Secret. Christine Vellani is believed to have stepped into the role of president of Adore Me, as revealed on her LinkedIn page, and initially reported on by Bloomberg. To the media...

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Victoria’s Secret completes acquisition of intimates brand Adore Me

Victoria’s Secret & Co. (VS&Co) has completed the acquisition of 100 percent of Adore Me, Inc., a digitally-native intimates brand. The company said that this acquisition creates meaningful sales and profit upside opportunities for VS&Co, including the opportunity to leverage Adore Me’s expertise and technology to continue to improve the...

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Victoria's Secret to acquire intimates brand Adore Me for 400 million dollars

Victoria’s Secret & Co has signed a definitive agreement to acquire 100 percent of Adore Me, a digitally-native intimates brand. Victoria’s Secret said in a statement that the transaction includes an initial upfront 400 million dollar cash payment and further cash consideration, a portion of which is fixed and a portion of which is based on the...

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Adore Me launches marketplace for sustainable brand partners

Lingerie brand Adore Me has revealed its new marketplace, Sustainabl.com, dedicated to sustainable brand partners. Developed in partnership with Ecofashion Corp and Commonshare, the platform will feature the Shine Index, a rating system that allows customers to view how sustainable an item is. Sustainabl’s purpose, Adore Me said in a release, is...

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How a disruptive DTC lingerie brand became a tech power player

Adore Me, an American online lingerie brand that was a pioneer in sizing inclusivity, is becoming a technology-first platform and category power player. Founded in 2011, Adore Me is a disruptive online lingerie startup, selling direct to consumer and serving women of all sizes and budgets. The company is hoping to transform the way people shop...

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Adore Me launches technology brand for operating platform

Lingerie label Adore Me has introduced a new technology group, Adore Me Tech, developed to build upon the Adore Me Operating Platform. Considering themselves both a data-driven technology brand and a lingerie brand, Adore Me stated that it follows a belief that “technology must be embedded into any and every business function”. The Adore Me Tech...

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Fashion

Adore Me partners with American Cancer Society

Lingerie brand Adore Me has partnered with the American Cancer Society in honour of Breast Cancer Awareness Month. The partnership aims to raise awareness on the importance of getting screened. During the pandemic there was a 60 percent decrease in the rate of annual breast cancer screenings, and as a result there is projected to be a massive...

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Adore Me announces launch in China

New York - U.S.-based e-commerce lingerie startup Adore Me has announced that they have officially started expanding into China. The brand has built a strong presence in the American market and experienced a rapid growth since its launch in 2012, with revenues growing from 760,000 GBP in 2012 to over 76 million GBP in 2017. Adore Me is ranked...