{{Short description|Women's intimates company in New York City}} {{Infobox company| | name = Adore Me | logo = Adore Me logo 2019.svg | type = Subsidiary | foundation = {{start date and age|2012}} | founder = Morgan Hermand-Waiche | location = New York, New York | products = Underwear, Lingerie, Swimwear | parent = Victoria's Secret | homepage = {{URL|adoreme.com}} }} '''Adore Me''' is a direct-to-consumer women's intimate apparel brand based in New York City.<ref>{{Cite web|url=https://www.bloomberg.com/research/stocks/private/snapshot.asp?privcapId=206832967|title=Adore Me, Inc.: Private Company Information - Bloomberg|website=www.bloomberg.com|access-date=2019-06-10}}</ref> The company was started by Morgan Hermand-Waiche in 2010 while he was an MBA student at Harvard Business School<ref name=":2">{{Cite news|url=https://www.nytimes.com/2015/02/12/business/smallbusiness/adore-me-takes-on-victorias-secret-and-other-bigger-lingerie-rival.html|title=For Valentine's Day, Adore Me Takes On Victoria's Secret and Other Bigger Lingerie Rivals|last=Max|first=Sarah|date=2015-02-11|work=The New York Times|access-date=2018-12-05|language=en-US|issn=0362-4331}}</ref> and is a Certified B Corporation.<ref>{{Cite news|url=https://www.bcorporation.net/en-us/find-a-b-corp/company/adore-me|title=B Adore Me - Certified B Corp|date=2022-09-06}}</ref>
==History== Adore Me was founded by Morgan Hermand-Waiche.<ref name=":3">{{Cite news |last=Perez |first=Sarah |date=2012-06-06 |title=Adore Me Raises $2.5 Million For Personalized Lingerie Showrooms |work=TechCrunch |url=https://techcrunch.com/2012/06/06/adore-me-raises-2-5-million-for-personalized-lingerie-showrooms/ |access-date=2023-07-26}}</ref> He got the idea of starting a lingerie company in 2010 during his second year at Harvard Business School's M.B.A program, when he could not find lingerie that was both high quality and affordable.<ref name=":2" /> Hermand-Waiche spent three years working at management consulting firm McKinsey & Company prior to Adore Me<ref>{{cite web|title=The First Five Years: Morgan Hermand-Waiche (MBA 2010)| date=26 February 2014 |url=https://www.alumni.hbs.edu/stories/Pages/story-bulletin.aspx?num=3228|publisher=Harvard Business School|accessdate=6 July 2015}}</ref> where he met Romain Liot, who joined with him at Adore Me. Gary Bravard joined early on as co-founder.<ref>{{cite web |date= |title=Profile: Gary Bravard |url=https://www.forbes.com/profile/gary-bravard/ |access-date=July 6, 2021 |website=Forbes}}</ref>
Initial investors in Adore Me include Hermand-Waiche's Harvard professors,<ref name=":2" /> and angel investors Fabrice Grinda and José Marín.<ref name=":3" /> The company officially launched its website in March 2012.<ref>{{cite web|last1=Carney|first1=Michael|title=Intimates etailer Adore Me pads its bank with $8.5 million in Series B funding|url=https://pando.com/2013/07/09/intimates-etailer-adore-me-pads-its-bank-with-8-5-million-in-series-b-funding/|publisher=Pando|accessdate=6 July 2015|date=2013-07-09}}</ref> In the same year, Adore Me raised $2.5 million in its second round of funding with investments from Redhills Ventures, Jaina Capital, Ventech Capital, and other US angel investors.<ref name=":3" /> Adore Me reportedly sold 100,000 items in their first year of business.<ref name="8.5 million">{{cite web|last1=Shontell|first1=Alyson|title=Man Raises $8.5 Million For Victoria's Secret Killer, AdoreMe, Which Sells Half-Price Lingerie|url=http://www.businessinsider.com/adoreme-raises-85-million-2013-7|publisher=Business Insider|accessdate=6 July 2015}}</ref>
In July 2013, Adore Me raised $8.5 million from investors in a Series B round of funding. Investors included Upfront Ventures, Redhills Ventures, and Mousse Partners.<ref name="8.5 million" /><ref name=xconomy>{{cite web|last1=Ruth|first1=João-Pierre S.|title=Lingerie E-Commerce Site Adore Me, Developed at Harvard, Raises $8.5M|url=http://www.xconomy.com/new-york/2013/07/09/lingerie-e-commerce-site-adore-me-developed-at-harvard-raises-8-5m/|publisher=Xconomy|accessdate=6 July 2015|date=2013-07-09}}</ref> This brought Adore Me's total funding to $11.2 million.<ref>{{Cite news |last=Brooke |first=Eliza |date=2013-07-09 |title=Fast Fashion Lingerie E-Tailer Adore Me Takes $8.5M In Series B Funding |work=TechCrunch |url=https://techcrunch.com/2013/07/09/fast-fashion-lingerie-e-tailer-adore-me-takes-8-5m-in-series-b-funding/ |access-date=2023-07-26}}</ref>
In 2014, Adore Me was listed as the second fastest-growing private retail company on the Inc. 5000 list based on their 2013 sales of $5.6 million.<ref>{{cite web|title=The 2014 Inc. 5000|url=http://www.inc.com/inc5000/list/2014/industry/retail/|publisher=Inc.|accessdate=6 July 2015}}</ref> They went on to generate $16.2 million in sales in 2014.<ref>{{cite web |last1=Zaroban |first1=Stefany |date=2015-05-12 |title=Second 500 newcomers skip ahead of their older rivals |url=https://www.internetretailer.com/2015/05/12/second-500-newcomers-skip-ahead-their-older-rivals |url-status=deviated |archive-url=https://web.archive.org/web/20150706234629/https://www.internetretailer.com/2015/05/12/second-500-newcomers-skip-ahead-their-older-rivals |archive-date=2015-07-06 |accessdate=2023-07-23 |website=InternetRetailer.com |publisher=Internet Retailer}}</ref>
In 2016, Adore Me was ranked #9 on Crain's list of New York's 50 Fastest-Growing Companies.<ref>{{Cite web|url=http://www.crainsnewyork.com/features/2016-fast50#adore-me|title=Crain's names 50 fastest-growing companies in 2016|website=Crain's New York Business|access-date=2016-11-28}}</ref> Revenue for 2016 was $83.9 million.<ref name=":1">{{Cite web|url=https://www.inc.com/profile/adore-me|title=Adore Me|website=Inc.com|language=en|access-date=2017-09-18}}</ref>
In 2017, Adore Me was named one of the Internet Retailer Top 1000 companies from DigitalCommerce360 and was listed on the Inc. 5000 list for the third time in four years.<ref>{{Cite web |last=Loechner |first=Jack |date=2017-04-25 |title=Online Retail Eclipses Brick & Mortar By 6 to 1 |url=https://www.mediapost.com/publications/article/299666/online-retail-eclipses-brick-mortar-by-6-to-1.html |access-date=2017-05-22 |website=MediaPost |language=en}}</ref><ref name=":1" /> As of 2017, Adore Me had 121 full-time employees.<ref name=":1" />
In November 2022, it was announced Adore Me had been acquired by Victoria's Secret for $400 million USD.<ref>{{Cite web |last=Schulz |first=Madeline |date=2022-11-01 |title=Victoria's Secret will acquire Adore Me for $400 million to fuel comeback |url=https://www.voguebusiness.com/companies/victorias-secret-will-acquire-adore-me-for-dollar400-million-to-fuel-comeback |access-date=2022-11-01 |website=Vogue Business |language=en-US}}</ref><ref>{{Cite web |date=2022-11-01 |title=Victoria's Secret & Co. Signs Definitive Agreement to Acquire Adore Me, Inc. |url=https://www.victoriassecretandco.com/news-releases/news-release-details/victorias-secret-co-signs-definitive-agreement-acquire-adore-me |access-date=2023-07-23 |website=Victoria’s Secret & Co. Press Releases}}</ref> Victoria's Secret & Co made the decision to purchase Adore Me in part because of the subscription service, with the hope of retaining consumers beyond the traditional reliance of brand loyalty.<ref>{{Cite news |last=Kestenbaum |first=Richard |date=2022-11-01 |title=Why Victoria's Secret Is Buying AdoreMe |work=Forbes |url=https://www.forbes.com/sites/richardkestenbaum/2022/11/01/why-victorias-secret-is-buying-adoreme/ |access-date=2023-07-23}}</ref>
== Products and services== Initially, Adore Me products included lingerie, sleepwear, swimwear, and related apparel, including plus sizes.<ref name=":0">{{cite web |last1=O'Brien |first1=Sara Ashley |date=2015-05-05 |title=Plus-size models sell more bras |url=http://money.cnn.com/2015/03/17/technology/startup-adore-me/ |archive-url=https://web.archive.org/web/20150320003232/http://money.cnn.com/2015/03/17/technology/startup-adore-me |url-status=dead |archive-date=March 20, 2015 |accessdate=2023-07-26 |website=CNN Business |publisher=CNN Money}}</ref><ref>{{Cite web |last=Chapin |first=Adele |date=2016-06-17 |title=Adore Me Bras and Panties Land in Nordstrom Today |url=http://www.racked.com/2016/6/17/11963362/nordstrom-adore-me-lingerie-bras |access-date=2023-07-26 |website=Racked}}</ref> In October 2016, Adore Me launched an active wear collection, ranging in size from petite to plus.<ref>{{Cite news |last=Borchardt |first=Debra |date=2016-09-19 |title=Adore Me Launching All Size Activewear Collection |language=en-US |newspaper=WWD |url=http://wwd.com/fashion-news/fashion-scoops/adore-me-activewear-plus-size-10554405/ |access-date=2016-11-28}}</ref><ref>{{Cite news |last=Fraser |first=Kristopher |date=2016-09-19 |title=Adore Me to launch all size activewear |work=FashionUnited |url=https://fashionunited.com/news/fashion/adore-me-to-launch-all-size-activewear/2016091912947 |access-date=2023-07-23}}</ref><ref>{{Cite web |last=Novellino |first=Teresa |date=2016-09-30 |title=Adore me expands to active wear, playing up plus-size in ad campaign |url=https://www.bizjournals.com/newyork/news/2016/09/30/adore-me-expands-to-active-wear-plays-up-plus-size.html |url-access=subscription |access-date=2023-07-24 |website=www.bizjournals.com}}</ref> In April 2017, Adore Me announced their newest swim collection, with 88 pieces for standard and plus-sized women.<ref>{{Cite news |last=Mantor |first=Cassidy |date=2017-04-17 |title=Adore Me makes big splash into swimwear |language=en-US |work=FashionNetwork.com |url=http://us.fashionnetwork.com/news/Adore-Me-makes-big-splash-into-swimwear,817390.html#.WQtLSFPyvEZ |access-date=2017-05-22}}</ref> Head of design, Helen Mears, formerly worked as head designer of the Angels brand at Victoria's Secret.<ref>{{cite web |last1=Schwartzmann |first1=Rachel |others=Graphics by Jane Espirtu; Photos by Erin Yamagata |title=AdoreMe |url=http://thestyleline.com/adoreme/ |url-status=dead |archive-url=https://web.archive.org/web/20131015175735/https://www.thestyleline.com/adoreme/ |archive-date=2013-10-15 |accessdate=2023-07-23 |website=The Style Line}}</ref>
The brand has been compared to Zara regarding pricing and its practice of fast-fashion production.<ref name="8.5 million" /><ref name="xconomy" /> Adore Me primarily sells its products online. Customers shop through personalized "showrooms" and can purchase products a-la-carte on a one time basis or as part of a monthly subscription, known as "VIP Membership."
In December 2017, Adore Me launched their Bijou Collection.<ref>{{Cite press release|url=https://www.prnewswire.com/news-releases/adore-me-launches-a-luxury-designer-collection-at-an-affordable-price-point--blurring-the-lines-between-fast-fashion-and-luxury-retail-300567130.html|title=Adore Me Launches a Luxury Designer Collection at an Affordable Price Point - Blurring the Lines Between Fast-Fashion and Luxury Retail|website=www.prnewswire.com|language=en|access-date=2018-11-14}}</ref> This luxury designer collection used fabrics such as velvet, French lace as well as gold logo plates and piercings.
As of July 2021, Adore Me carried various product categories, including bras and panties, lingerie, sleepwear, gifts, activewear, corsets and bralettes.
The company uses a style quiz and associated algorithm to recommend products and sizes to customers.<ref>{{Cite news |last=Pina |first=Tanisha |date=2018-02-08 |title=The Best Places to Shop for Lingerie, Bras, and Underwear |work=Vox |url=https://www.vox.com/2018/2/8/16965818/best-lingerie-boutiques-online |url-status=usurped |access-date=2023-07-23 |archive-url=https://web.archive.org/web/20181019001803/https://www.vox.com/2018/2/8/16965818/best-lingerie-boutiques-online |archive-date=2018-10-19}}</ref>
== Expansion into retail == In April 2016, Adore Me opened their first retail store as a showroom at their New York City headquarters.<ref>{{Cite web|url=https://www.cnbc.com/2016/02/24/adore-mes-latest-plan-to-upend-victorias-secret.html|title=Adore Me's new plan to upend Victoria's Secret|last=Booth|first=Barbara|date=2016-02-24|website=CNBC|access-date=2016-11-28}}</ref> In June 2016, Adore Me partnered with Nordstrom to begin selling products in Nordstrom stores and on the company's e-commerce site.<ref>{{Cite news|url=http://wwd.com/fashion-news/fashion-scoops/adore-me-nordstrom-lingerie-10456616/|title=Online Retailer Adore Me to Sell in Select Nordstrom Stores|last=Borchardt|first=Debra|date=2016-06-15|newspaper=WWD|access-date=2016-11-28|language=en-US}}</ref> As of October 2016, Adore Me also partnered with Lord and Taylor to begin selling products in the Manhattan flagship store and online.<ref>{{Cite news |last=Novellino |first=Teresa |date=2016-10-25 |title=Exclusive: Adore Me strikes lingerie deal with Lord & Taylor - New York Business Journal |newspaper=New York Business Journal |url=http://www.bizjournals.com/newyork/news/2016/10/25/exclusive-adore-me-strikes-lingerie-deal-with-lord.html |access-date=2016-11-28}}</ref>
Adore Me opened its first permanent brick and mortar retail store in June, 2018. The first store was located in Staten Island Mall, NY, developed in partnership with Brookfield.<ref>{{Cite news|url=https://www.wsj.com/articles/adore-me-takes-aim-at-victorias-secret-with-up-to-300-stores-1522155600|title=E-Commerce Lingerie Brand Gets Physical (With Stores), in Challenge to Victoria's Secret|last=Safdar|first=Khadeeja|date=2018-03-27|work=Wall Street Journal|access-date=2019-02-06|language=en-US|issn=0099-9660}}</ref><ref name=":4">{{Cite web |last=Howard |first=Daphne |date=2018-03-28 |title=Lingerie e-tailer Adore Me plots up to 300 stores |url=https://www.retaildive.com/news/lingerie-e-tailer-adore-me-plots-up-to-300-stores/520152/ |access-date=2019-02-06 |website=Retail Dive |language=en-US}}</ref>
The store also has "smart" fitting rooms:<ref>{{Cite web |last=Roshitsh |first=Kaley |date=2019-01-16 |title=Fitting Rooms Get Techy: Adore Me, StoreAdvise Bring IoT to Intimates |url=https://wwd.com/business-news/technology/adore-me-storeadvise-fitting-room-experience-1202964609/ |access-date=2019-02-06 |website=WWD |language=en}}</ref> the Adore Me customer can place an item, embedded with a radio frequency identification tag, on the hook in her fitting room to activate the fitting-room display screen. It will indicate the item chosen in full detail — revealing a product image, as well as size run and colors available.<ref>{{Cite web |last=Wassel |first=Bryan |date=2019-01-18 |title=AdoreMe Rolls Out Smart Display-Enabled Fitting Rooms |url=https://www.retailtouchpoints.com/features/news-briefs/adoreme-rolls-out-smart-display-enabled-fitting-rooms |access-date=2019-02-06 |website=www.retailtouchpoints.com |language=en-gb}}</ref><ref>{{Cite web |last=Wilson |first=Marianne |date=2019-01-13 |title=Adore Me brings modern tech to in-store lingerie shopping |url=https://www.chainstoreage.com/technology/adore-me-brings-modern-tech-to-in-store-lingerie-shopping/ |access-date=2019-02-06 |website=Chain Store Age |language=en-US}}</ref>
On Black Friday of 2018, at 6 am Eastern, Adore Me opened its second retail store, located in Bridgewater Commons Mall, Bridgewater, NJ. The store is 3,600 square-foot in size — which is double the size of its first location which opened in June 2018 at Staten Island Mall, in the Staten Island borough of New York City.<ref name="retaildive.com">{{Cite web |last=Howland |first=Daphne |date=2018-11-26 |title=Adore Me opens 1st store outside of New York |url=https://www.retaildive.com/news/adore-me-opens-1st-store-outside-of-new-york/542906/ |access-date=2019-02-06 |website=Retail Dive |language=en-US}}</ref> The larger store incorporates lounge areas to encourage involvement with the space. The two stores were designed by New York City-based Lawrence Group.<ref>{{Cite web |last=Wilson |first=Marianne |date=2018-11-20 |title=Online lingerie startup begins retail store push |url=https://www.chainstoreage.com/real-estate/online-lingerie-startup-begins-retail-store-push/ |access-date=2019-02-06 |website=Chain Store Age |language=en-US}}</ref>
In 2018, it was reported that the company planned to open 300 stores during the upcoming five years.<ref name=":4" /><ref>{{Cite web|url=https://www.pymnts.com/news/retail/2018/adore-me-victorias-secret-lingerie/|title=Adore Me Opens Brick-And-Mortar Lingerie Stores|date=2018-03-28|website=PYMNTS.com|language=en-US|access-date=2019-02-06}}</ref><ref>{{Cite web |last=Wylie |first=Melissa |date=2018-03-29 |title=Adore Me plans hundreds of stores |url=https://www.bizjournals.com/bizwomen/news/latest-news/2018/03/adore-me-plans-hundreds-of-stores.html |access-date=2019-02-06 |website=bizjournals.com}}</ref> In April 2019, Adore Me opened its third retail location at Providence Place Mall in Providence, Rhode Island. In May 2019 a fourth location was opened in Willowbrook, New Jersey. Both of these locations are owned by Brookfield Properties.
== The Adore Me Group brands == 2019 started a string of acquisitions and development of new brands.
In February 2019, Adore Me purchased maternity brand Belabumbum.<ref>{{Cite web|url=https://www.retaildive.com/news/adore-me-eyes-sales-bump-with-belabumbum-acquisition/549345/|title=Adore Me eyes sales bump with Belabumbum acquisition|website=Retail Dive|language=en-US|access-date=2020-02-04}}</ref><ref>{{Cite web|url=https://chainstoreage.com/technology/adore-me-shows-love-to-expecting-new-moms-with-acquisition|title=Adore Me shows love to expecting, new moms with acquisition|website=Chain Store Age|language=en|access-date=2020-02-04}}</ref> Adore Me states that "the acquisition was part of Adore Me's strategy to boost further growth by broadening the product offering to serve new phases of a woman's life".<ref>{{Cite web|url=https://digiday.com/retail/retail-briefing-adore-me-acquires-maternity-brand-brand-portfolio/|title=Adore Me acquires maternity brand as it seeks to build brand portfolio|last=Milnes|first=Hilary|date=2019-02-27|website=Digiday|language=en-US|access-date=2020-02-04}}</ref> Belabumbum offers intimate apparel, sleep, lounge, and activewear for expecting and new moms.<ref>{{Cite web|url=https://belabumbum.com/|title=Belabumbum maternity & nursing clothes for new and pregnant moms|website=Belabumbum|language=en|access-date=2020-02-04}}</ref>
In June 2019, Adore Me launched its first satellite brand, called Walkpop, a brand specifically offering legwear, leggings, tights, and socks in a range of sizes, styles, and skin tones.<ref>{{Cite web|url=https://walkpop.com/pages/about-us|title=About Us|website=Walkpop|language=en|access-date=2020-02-04}}</ref>
In January 2020, Adore Me launched period panties brand, Joyja.<ref>{{Cite web|url=https://www.abc-7.com/story/41627555/adore-me-introduces-joyja-an-ultra-inclusive-brand-of-period-panties|title=Adore Me introduces Joyja - an ultra-inclusive brand of period panties|website=www.abc-7.com|language=en|access-date=2020-02-04}}</ref> The panties come in sizes XS-4X.<ref>{{Cite web|url=https://www.trendhunter.com/trends/menstruation-underwear|title=Inclusive Menstruation Underwear Menstruation Underwear|website=TrendHunter.com|access-date=2020-02-04}}</ref> With the tagline "The Happy Period Panties," Joyja wants to bring more joy to "that time of the month" with bright colors, quirky prints, easy usage, and a significantly lower environmental impact than plastic tampons and pads. The brand also wants to improve access of period products for menstruating people in the US living below the poverty line. They do this through affordable pricing and by product donations<ref>{{Cite web|url=https://www.marketwatch.com/press-release/adore-me-introduces-joyja---an-ultra-inclusive-brand-of-period-panties-2020-01-29|title=Adore Me introduces Joyja - an ultra-inclusive brand of period panties|website=MarketWatch|language=en-US|access-date=2020-02-04}}</ref><ref>{{Cite web|url=https://www.joyja.com/pages/our-mission|title=Our mission|website=Joyja|language=en|access-date=2020-02-04}}</ref>
== Branding campaigns == During International Women's Day and the month of March 2019, Adore Me partnered with non-profit organization Girls Inc., which offered support, mentoring and guidance for girls. Adore Me sold a collection of panties featuring female-empowering prints with 100% of proceeds donated to Girls Inc.<ref>{{Cite web|url=https://www.instagram.com/p/BvexYKKDNrI/ |archive-url=https://ghostarchive.org/iarchive/instagram/girlsinc/2008259648306338504 |archive-date=2021-12-25 |url-access=registration|title=Girls Inc. on Instagram: "There's still time to support our PANTIES FOR A CAUSE partnership with @adoreme celebrating all #Fearless girls and women. Shop the…"|website=Instagram|language=en|access-date=2019-05-16}}{{cbignore}}</ref><ref>{{Cite web|url=https://milled.com/adore-me/introducing-panties-for-a-cause-100-of-proceeds-will-go-to-girls-inc-upKBoGintkiUHYaW|title=Adore Me: Introducing Panties for a Cause!|website=Milled|language=en|access-date=2019-05-08}}</ref>
In 2018, Adore Me conducted an artistic portrait series together with New York-based photojournalist Aude Adrien, highlighting women working at Adore Me, and their stories of how they got to where they are now, what inspires them, and how they define empowerment.<ref>{{Cite web|url=https://www.audeadrien.com/adoreme|title=Building Confidence For All|website=Aude Adrien Photography & Journalism|language=en-US|access-date=2019-05-16}}</ref><ref>{{Cite web|url=https://www.adorememagazine.com/team|title=Team|website=Adore Me Magazine|language=en-US|access-date=2019-05-08}}</ref>
== TV appearances == Adore Me was featured on the final season of ''Project Runway: All Stars''.<ref name="prnewswire.com">{{Cite press release|url=https://www.prnewswire.com/news-releases/adore-me-featured-in-the-final-season-of-project-runway-all-stars-300783936.html|title=Adore Me Featured In The Final Season Of Project Runway: All Stars|website=www.prnewswire.com|language=en|access-date=2019-08-09}}</ref> Adore Me's Head Designer Helen Mears<ref>{{Cite web|url=https://villagegreennj.com/arts/maplewoods-helen-mears/|title=Maplewood's Helen Mears Leads 'Adore Me' Corset Challenge on Project Runway All Stars|date=2019-01-23|website=The Village Green|language=en-US|access-date=2019-08-09}}</ref> introduced the challenge for the third episode. The challenge was to create an outfit that used innerwear as outerwear,{{CN|date=November 2023}} specifically, a corset. Christina Exie<ref>{{Cite web|url=https://www.mylifetime.com/shows/project-runway-all-stars/cast/christina-exie|title=Lifetime}}</ref> won the challenge and had her winning corset sold on AdoreMe.com after the episode aired.<ref name="prnewswire.com"/>
== International expansion == Until 2017, Adore Me primarily focused on the North American market, delivering its products to all states in the U.S., as well as Canada, Australia, and the UK.<ref>{{Cite web|url=https://www.digitalcommerce360.com/2018/11/05/adore-me-makes-a-brand-push-into-canada-australia/|title=Adore Me makes a brand push into Canada, Australia|first=Allison|last=Enright|date=2018-11-05|website=Digital Commerce 360|language=en-US|access-date=2019-01-07}}</ref><ref>{{Cite web|url=https://www.crainsnewyork.com/awards/adore-me|title=Fast 50 - Adore Me|website=Crain's New York Business|language=en|access-date=2019-01-07}}</ref><ref>{{Cite web|url=https://www.chainstoreage.com/real-estate/online-lingerie-startup-begins-retail-store-push/|title=Online lingerie startup begins retail store push|date=2018-11-20|website=Chain Store Age|language=en-US|access-date=2019-01-07}}</ref>
In September 2018, Adore Me officially announced its expansion to start selling in China. The brand has begun launching its products using the interactive livestream platform and global shopping marketplace service, ShopShops.<ref>{{Cite web|url=https://finance.yahoo.com/news/adore-announces-launch-china-130700150.html|title=Adore Me Announces its Launch in China|website=finance.yahoo.com|language=en-US|access-date=2019-01-07}}</ref><ref>{{Cite web|url=https://markets.businessinsider.com/news/stocks/adore-me-announces-its-launch-in-china-1027562918|title=Adore Me Announces its Launch in China|website=markets.businessinsider.com|access-date=2019-01-07}}</ref>
== Technology == Adore Me was one of the first retailers to use Google's Angular technology, a JavaScript-based, open-source, front-end web application framework, for its mobile and desktop websites.<ref>{{Cite web |date=2018-02-13 |title=How Adore Me Wants To Bring The Love Back To Lingerie |url=https://www.pymnts.com/news/retail/2018/adore-me-lingerie-valentines-day/ |access-date=2023-07-23 |website=www.pymnts.com |publisher=What’s Next Media & Analytics |language=en-US}}</ref>
Adore Me exploits its data on customer preferences from its Style Quiz in order to create a "personalized shopping experience".<ref>{{Cite web|url=https://www.cnbc.com/2018/06/13/victorias-secret-fumbles-open-the-door-for-thirdlove-adore-me.html|title=Victoria's Secret's fumbles open the door for ThirdLove, Adore Me|last=Thomas|first=Lauren|date=2018-06-13|website=www.cnbc.com|language=en|access-date=2019-05-08}}</ref> In 2018, Adore Me won a Nexty award for 'Best Use of Data in Marketing'.<ref>{{Cite web |last=Klein |first=Rachel |date=2018-08-02 |title=2018 Nexty Award Winners Announced |url=https://commercenext.com/2018-nexty-award-winners-announced/ |access-date=2019-05-08 |website=CommerceNext |language=en-US}}</ref>
Adore Me is the founder of New York Hearts Tech (NYHT), a community for tech-focused startups located in NYC.<ref>{{Cite web |last=Novellino |first=Teresa |date=2016-02-08 |title=Now you can shop Silicon Alley at New York Hearts Tech e-commerce site |url=https://www.bizjournals.com/newyork/news/2016/02/08/now-you-can-shop-silicon-alley-at-new-york-hearts.html |url-access=subscription |access-date=2019-05-08 |website=bizjournals.com}}</ref>
Adore Me utilizes Kubernetes in its proprietary software tools — the open-source system for automating deployment, scaling, and management of containerized applications.<ref>{{Cite web|url=https://cloud.google.com/kubernetes-engine/kubernetes-comic|title=Deploy code faster: with CI/CD and Kubernetes|website=Google Cloud|language=en|access-date=2020-02-11}}</ref> Adore Me is an early adopter of the system and hosts regular meetups in their European HQ for other practitioners, aiming to share knowledge about emerging technologies.<ref>{{Cite web|url=https://devfest.ro/|title=GDG DevFest Romania {{!}} Bucharest 2018|website=devfest.ro|access-date=2020-02-11}}</ref><ref>{{Cite web|url=https://www.meetup.com/Cloud-Native-Computing-Bucharest/events/266460612/|title=Cloud Native Computing Bucharest #1: New Beginnings|website=Meetup|language=en|access-date=2020-02-11}}</ref><ref>{{Cite web|url=https://www.meetup.com/GDG-Cloud-Bucharest/events/263189114/|title=Application Development on Kubernetes - GDG/BJUG Joint Meetup|website=Meetup|language=en|access-date=2020-02-11}}</ref>
== Models == Adore Me has promoted "body positivity" and "inclusivity" within the brand.<ref name=":0" /><ref>{{Cite news|url=http://www.businessinsider.com/adore-me-is-using-one-of-victorias-secrets-models-2016-8|title=This lingerie company is using one of Victoria's Secret's own models to compete with the brand|newspaper=Business Insider|access-date=2016-11-28}}</ref> They have worked with models such as Iskra Lawrence, a spokesmodel for body positive campaigns;<ref>{{Cite news|url=http://www.cosmopolitan.co.uk/reports/news/a46169/iskra-lawrence-death-threat-internet-troll/|title=Iskra Lawrence received a death threat from terrifying internet troll|date=2016-09-26|newspaper=Cosmopolitan|access-date=2016-11-28}}</ref><ref>{{Cite news|url=http://www.businessinsider.com/adore-me-behind-the-scenes-photo-2016-8|title=Victoria's Secret's main competitor is releasing a lingerie commercial that's unlike anything we've ever seen|newspaper=Business Insider|access-date=2016-11-28}}</ref> transgender influencer Rose Montoya; and Nina Agdal, a Sports Illustrated swimsuit model;<ref>{{Cite news|url=https://www.si.com/swim-daily/2016/08/08/nina-agdal-adore-me-swimwear-campaign-bikini|title=Nina Agdal is the new face of Adore Me Swimwear|last=Hendrix|first=Kelsey|newspaper=SI.com|access-date=2016-11-28}}</ref> In 2016 Adore Me worked with plus model Sophie Tweed-Simmons.<ref>{{Cite news|url=https://people.com/bodies/sophie-tweed-simmons-says-she-was-told-she-wasnt-small-enough-to-model/|title=Sophie Tweed-Simmons Says She Was Told She Wasn't 'Small Enough' to Model|work=PEOPLE.com|access-date=2018-11-14|language=en}}</ref>
On February 4, 2021, Adore Me took to its Twitter account<ref>{{Cite web |date=2021-02-04 |title=We're taking a break from tweeting about lingerie today to have an important conversation about TikTok. |url=https://twitter.com/AdoreMe/status/1357379769667624960? |access-date=2023-07-23}}</ref> to claim that TikTok "was openly built with discrimination at its core." They claimed that several videos that featured African-American and Hispanic-American models, as well as videos with Caucasian models who are not supermodels, were removed from the platform. Adore Me's vice president of strategy, Ranjan Roy, explained that the models sending content for the brand to use on TikTok would then ask if they needed to supply a video with them modeling more or different lingerie sets. He expressed his frustration that the social media platform was putting such pressure on the company's models.<ref>{{Cite news |last=Onibada |first=Ade |date=2021-02-08 |title=A Lingerie Brand Is Claiming TikTok Has Been Removing Its Content Featuring Plus-Size Women And Women Of Color |work=BuzzFeed News |url=https://www.buzzfeednews.com/article/adeonibada/lingerie-adore-me-tiktok-poc-plus-sized-women |access-date=2023-07-23}}</ref>
== Adore Me Services == Adore Me owns and operates its own distribution center, Adore Me Services (AMS), based in Secaucus, New Jersey.<ref>{{Cite web|url=https://www.adoremeservices.com/|title=Adore Me Services|website=Adore Me Services|language=en-US|access-date=2020-02-11}}</ref> The brand opened the new distribution center in January 2019. According to Morgan Hermand-Waiche, building the new center would support the fulfillment of product to the stores.<ref>{{Cite web|url=https://www.retail-insight-network.com/news/adore-me-distribution-centre/|title=Adore Me unveils new distribution centre with robotics technology|date=2019-01-14|website=Verdict Retail|language=en-GB|access-date=2020-02-11}}</ref> The opening of AMS was part of the company's second phase into expanding internationally. The solution combines a high-density robotic storage and order picking system with automated put walls and conveyor belts.<ref>{{Cite web|url=https://www.mmh.com/article/adore_me_services_small_space_big_automation|title=Adore Me Services: Small space, big automation|website=www.mmh.com|access-date=2020-02-11}}</ref>
Hermand-Waiche stated in a 2020 post to the Adore Me group on Medium that AMS was one of the "most rewarding decisions we've ever made" because it allowed the company to move towards sustainability more quickly, it facilitated the launch and fulfillment of Adore Me's satellite brands, and it helped the try-at-home service become "the fastest-growing segment" of the company's revenue.<ref>{{Cite web |last=Hermand-Waiche |first=Morgan |date=2020-06-11 |title=Resilient Retail: How Adore Me approaches ecommerce |url=https://medium.com/adore-me-group/resilient-retail-how-adore-me-approaches-ecommerce-305012ac1906 |access-date=2023-07-24 |website=Adore Me Group |language=en}}</ref>
== Customer service == Customer reviews are visible and available for each product on adoreme.com, assisting customers to see product fit, satisfaction and beyond.<ref>{{Cite web|url=https://www.yotpo.com/blog/how-adore-me-skyrocketed-growth-with-reviews/|title=Adore Me Uses AI to Analyze Customer Feedback|date=2018-04-02|website=Yotpo|language=en-US|access-date=2019-05-08}}</ref>
Adore Me received Retail TouchPoints' Customer Engagement Awards' in 2017<ref>{{Cite web|url=https://www.retailtouchpoints.com/features/awards/11-retailers-win-2017-customer-engagement-awards|title=11 Retailers Win 2017 Customer Engagement Awards - Retail TouchPoints|last=Hauss|first=Debbie|website=www.retailtouchpoints.com|date=3 January 2017 |language=en-gb|access-date=2019-05-08}}</ref> and 2018.<ref>{{Cite web|url=https://www.retailtouchpoints.com/features/special-reports/2018-customer-engagement-awards|title=2018 Customer Engagement Awards - Retail TouchPoints|website=www.retailtouchpoints.com|language=en-gb|access-date=2019-05-08}}</ref> The brand won the Excellence Awards as Best in 2018 Class Omnichannel Experience during Customer Contact Week.<ref>{{Cite web|url=https://www.customercontactweekdigital.com/customer-experience/news/2018-ccw-excellence-awards-winners-who-delivers-the-worlds-best-customer-experiences|title=2018 CCW Excellence Awards Winners: Who Delivers The World's Best Customer Experiences?|last=Cantor|first=Brian|date=2018-06-25|website=CCW Digital {{!}} Customer Experience Tips, Research & News|language=en|access-date=2019-05-08}}</ref>
In December 2017, the company implemented a hybrid-bot on its website. The hybrid-bot enables Adore Me customers to receive live support via several messaging platforms.<ref>{{Cite news|url=https://www.chainstoreage.com/news/adore-customer-service-innovation-facebook/|title=Adore Me in customer service innovation with Facebook {{!}}Chain Store Age|date=2017-11-10|work=Chain Store Age|access-date=2018-11-01|language=en-US}}</ref>
Before securing series B funding, Hermand-Waiche went on record stating that the company had 50,000 members with double that number in visits to the website each month. He stated that the revenue had been increasing by 40 percent each month from January through June 2012. At that time, the company model provided an individual showroom for each customer consisting of "bras, briefs, babydolls, slips, underwear, corsets, bustiers, shapewear, legwear and swimwear," with the sixth set purchased being free for members.<ref name=":3" />
Once fully funded, reports emerged detailing customer complaints about the implementation of the controversial practice of negative option billing. Adore Me offered the customers the choice of buying a product at full price or of buying the same product at a substantial discount by joining a membership club. The club then billed customers a fixed amount each month unless the customer bought lingerie or opted out for the month. While the membership may be cancelled, the customers have found it difficult to cancel.<ref name="Bloomy">{{cite news|url=https://www.bloomberg.com/features/2016-adore-me/|title=The Future of Shopping: Trapping You in a Club You Didn't Know You Joined|last1=Greenfield|first1=Rebecca|date=April 28, 2016|accessdate=April 5, 2017|publisher=Bloomberg|last2=Bhasin|first2=Kim}}</ref><ref name="BInsider">{{cite news|url=http://www.businessinsider.com/adore-me-shoppers-complain-of-scam-2016-1|title=Furious customers are calling a hot lingerie startup a scam because of its sales model|last1=Schlossberg|first1=Mallory|date=January 12, 2016|accessdate=April 5, 2017|publisher=Business Insider}}</ref> Customer Kathy Lira filed suit against Adore Me seeking damages, injunctive relief, and court costs as restitution for the financial damages incurred from having her card automatically billed.<ref>{{Cite news |last=Torres |first=Louis |date=2016-10-17 |title=Woman files class action against AdoreMe |work=Legal Newsline |url=https://legalnewsline.com/stories/511018964-law-courts-woman-files-class-action-against-adoreme |access-date=2023-07-23}}</ref> Following an investigation filed by the Federal Trade Commission about Adore Me's deceptive billing practices, the company agreed to refund up to $1.38 million to customers that had previously forfeited their store credits and to clearly disclose how much customers would pay on its monthly subscription plan.<ref name="NovBloom2017">{{cite news|url=https://www.bloomberg.com/news/articles/2017-11-21/lingerie-startup-settles-ftc-suit-over-deceptive-subscriptions|title=Lingerie Startup Settles FTC Suit Over Deceptive Subscriptions, Adore Me is one of many retail startups accused of tricking customers into hard-to-cancel memberships.|last1=Bhasin|first1=Kim|date=November 21, 2017|accessdate=December 3, 2017|publisher=Bloomberg|last2=Greenfield|first2=Rebecca}}</ref><ref>{{Cite news |last1=Kliot |first1=Hannah |last2=Day |first2=Andrea |last3=Zamost |first3=Scott |last4=Wu |first4=Jasmine |last5=Schlesinger |first5=Jennifer |date=2018-11-19 |title=Buyer beware: Online lingerie retailer Adore Me under fire by FTC over 'deceptive' subscription service |work=CNBC |url=https://www.cnbc.com/2018/11/16/locked-in-cnbc-investigates-online-subscription-models.html |access-date=2023-07-23}}</ref>
In 2017, Adore Me announced the launch of its scholarship program, offering a $1,000 scholarship to support women pursuing a degree in business. The company began awarding female students who had either started their own business or were planning to do so in the future.<ref>{{Cite news|url=http://us.fashionnetwork.com/news/Amid-legal-dispute-Adore-Me-launches-scholarship-program-for-women-in-business,828406.html#.WXd2sdPyvL9|title=Amid legal dispute, Adore Me launches scholarship program for women in business|last=Mantor|first=Cassidy|work=FashionNetwork.com|access-date=2017-09-18|language=en-US}}</ref>
In 2022, Adore Me became the first US-based lingerie brand to be granted certification by B Lab, a nonprofit assessing company performance in order to determine corporate sustainability. Adore Me announced the certification saying they were "on a mission" to make shopping "more accessible to all consumers".<ref>{{Cite web |last= |first= |date=2022-09-21 |title=Adore Me Earns Status As The Only U.S. Lingerie Brand Certified as a B Corporation |url=https://www.prnewswire.com/news-releases/adore-me-earns-status-as-the-only-us-lingerie-brand-certified-as-a-b-corporation-301629743.html |access-date=2023-07-23 |website=www.prnewswire.com |language=en}}</ref><ref>{{Cite news |last=Daniels |first=Melissa |date=2022-09-21 |title=Adore Me earns B Corp status in push to become more sustainable |work=ModernRetail |publisher=Digiday |url=https://www.modernretail.co/operations/adore-me-earns-b-corp-status-in-push-to-become-more-sustainable/ |access-date=2023-07-23}}</ref><ref>{{Cite news |last=Nishimura |first=Kate |date=2022-09-21 |title=Adore Me Is Now a B Corp |work=Sourcing Journal |url=https://sourcingjournal.com/sustainability/sustainability-news/adore-me-b-corp-lingerie-intimates-sustainability-nudea-retail-expansion-373221/ |access-date=2023-07-23}}</ref><ref>{{Cite news |last=Roshitsh |first=Kaley |date=2022-09-21 |title=Reformation Backs New Cotton Coalition, Adore Me as B Corp, U.S. Cotton Trust Protocol News: Short Takes |work=WWD |url=https://wwd.com/sustainability/business/short-takes-reformation-new-c4-cotton-coalition-adore-me-b-corp-news-september-1235340401/ |access-date=2023-07-23}}</ref> The company faces a potential class action lawsuit related to the Americans with Disabilities Act. As of April 7, 2023, Kevin Yan Luis has filed suit in the Southern District of New York claiming that the site cannot be accessed by the visually impaired.<ref>{{Cite web |date=2023-04-19 |title=Class Action Reporter |url=http://www.bankrupt.com/CAR_Public/230419.mbx |access-date=2023-07-23 |website=Class Action Reporter |via=Bankrupt.com}}</ref><ref>{{Cite web |last=Styf |first=Jon |date=2023-04-26 |title=Adore Me class action claims website not accessible to blind, visually impaired users |url=https://topclassactions.com/disability-class-action-lawsuit/adore-me-class-action-claims-website-not-accessible-to-blind-visually-impaired-users/ |access-date=2023-07-24 |website=Top Class Actions |language=en}}</ref> A similar suit filed June 27, 2022 by Marta Hanyzkiewicz was dismissed with prejudice by Judge Nina Gershon on November 21, 2022.<ref>{{Cite web |date=2022-11-21 |title=PACER Monitor, Case 1:22-cv-03752 |url=https://www.pacermonitor.com/public/case/45047421/Hanyzkiewicz_v_Adore_Me,_Inc |access-date=2023-07-23 |website=PACER}}</ref><ref>{{Cite web |last=Jewett |first=Abraham |date=2022-07-01 |title=Urban Decay, Adore Me class actions violate Americans with Disabilities Act |url=https://topclassactions.com/disability-class-action-lawsuit/urban-decay-adore-me-class-actions-violate-americans-with-disabilities-act/ |access-date=2023-07-24 |website=Top Class Actions |language=en}}</ref>
In 2023, the company was once again sued for deceptive billing practices, this time by thirty-one states and the District of Columbia. Included in the plaintiffs' arguments was that consumers who cancelled their membership in the VIP program were required to forfeit all of the accrued store credits in doing so. These credits had been accumulated through the monthly billing of the VIP program and consumers not having made a purchase between the first and the sixth of the month.<ref>{{Cite web |last=TFL |date=2023-06-20 |title=Adore Me Reaches $2.35M Settlement Over "Deceptive" Marketing |url=https://www.thefashionlaw.com/adoreme-reaches-2-35m-settlement-over-deceptive-marketing/ |access-date=2023-07-18 |website=The Fashion Law |language=en-US}}</ref><ref>{{Cite news |last=Stempel |first=Jonathan |date=2023-06-16 |title=Adore Me lingerie retailer settles US states' deceptive billing claims |language=en |work=Reuters |url=https://www.reuters.com/business/retail-consumer/adore-me-lingerie-retailer-settles-us-states-deceptive-billing-claims-2023-06-16/ |access-date=2023-07-18}}</ref> They settled the case in June 2023 for $2.35 million, to be split amongst the plaintiffs.<ref>{{Cite web |date=2023-06-09 |title=Settlement Agreement, DocuSign: 0FD3876A-ABD2-4D16-BB17-890B17D27DF8 |url=https://truthinadvertising.org/wp-content/uploads/2021/12/NC_AdoreMe_Settlement-Agreement.pdf |access-date=2023-07-18 |website=Truth in Advertising (organization)}}</ref><ref>{{Cite web |last=Alegre |first=J. P. |date=2023-06-21 |title=Exposed: Online Lingerie Retailer Pays Millions To Settle Deceptive Marketing Claims |url=https://thedeepdive.ca/exposed-online-lingerie-retailer-pays-millions-to-settle-deceptive-marketing-claims/ |access-date=2023-07-18 |website=the deep dive |language=en-US}}</ref><ref>{{Cite web |last=Santoni |first=Matthew |date=2023-06-16 |title=Lingerie Co. Inks $2.3M Deal In 31 States Over Recurring Fees - Law360 |url=https://www.law360.com/articles/1689971/lingerie-co-inks-2-3m-deal-in-31-states-over-recurring-fees |access-date=2023-07-18 |website=www.law360.com |language=en}}</ref><ref>{{Cite news |last=Housler |first=Kaitlin |date=2023-06-20 |title=Tennessee AG Skrmetti Secures Settlement Payout from Lawsuit Against Online Retailer |work=Tennessee Star |url=https://tennesseestar.com/news/tennessee-ag-skrmetti-secures-settlement-payout-from-lawsuit-against-online-retailer/khousler/2023/06/20/ |access-date=2023-07-23}}</ref>
==References== {{Reflist|2}}
Category:Lingerie brands Category:Lingerie retailers Category:American companies established in 2012 Category:Clothing companies established in 2012 Category:Clothing retailers of the United States Category:Clothing companies based in New York City Category:2012 establishments in New York City Category:2023 mergers and acquisitions Category:Clothing brands of the United States Category:Victoria's Secret