AdoreMe, Inc.

AdoreMe, Inc. is an innovative e-commerce company specializing in a wide array of intimate apparel designed for inclusivity and comfort, offering products that cater to diverse body types and personal styles. Founded in 2011 by Aditi Joshi, Gary Bravard, Morgan Hermand-Waiche, Romain Liot, and Senuri Weerawarna, AdoreMe, Inc. is headquartered in New York, US.

The company primarily focuses on online sales of intimate apparel and has undergone strategic growth since its inception. In November 2022, it was agreed that Victoria’s Secret Stores Brand Management, Inc. would fully acquire AdoreMe, Inc. for USD 400 mn in cash, with additional cash dependent on AdoreMe's performance.

This transaction is anticipated to close by the end of January 2023, subject to customary conditions and regulatory clearances. Adore Me specializes in a diverse range of intimate apparel, including lingerie, bras, swimwear, and sleepwear, designed to cater to a variety of body types and preferences. The company's core offerings feature a wide selection of sizes, boasting an impressive 72 sizes that encompass A-G cup sizes and band sizes from 30 to 46. Their products aim to provide comfort and style for every customer, addressing the need for inclusivity and representation in the lingerie market.

Adore Me targets a broad customer base, with end-users ranging from everyday consumers seeking functional yet stylish intimate wear to brides searching for bridal collections. The company distributes its products mainly through online channels, making them accessible to customers across North America and Europe. Adore Me generates revenue primarily through a subscription-based model, offering customers a VIP membership that includes significant discounts on their first purchase and extended benefits in subsequent transactions. The membership is priced at USD 39.

95 per month, allowing members to access discounts of up to 60% on various products, including flagship items like the Balconette & Panty Set and the Wireless Contour Plunge Bra. The company also engages in direct-to-consumer sales, facilitating transactions through their website where customers can select individual items or take advantage of promotional offers such as 'Buy 2 Pairs, Get 1 FREE. ' This transactional structure reinforces customer loyalty while promoting higher sales volumes across their product lines. Following the acquisition agreement with Victoria’s Secret Stores Brand Management, Inc.

, AdoreMe, Inc. plans to utilize the transaction proceeds for the development of its technology to enhance customer shopping experiences. The company aims to accelerate its digital platform initiatives for Victoria’s Secret and PINK, thereby expanding its market presence. Specific product launches and geographic expansions are expected as part of this strategic alignment, with further details anticipated to be announced post-acquisition closure.