Adore Me

Name

Adore Me

Legal name

Adore Me, Inc.

Website

https://adoreme.com

Company type

Private

Founded year

2011

Operating status

Operating

Headcount range

51–100 employees

Ownership category

akta.pro rank

Product category

Women's Intimate Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Apparel Manufacturing (315), Clothing and Clothing Accessories Retailers (45811)

SIC

Retail-Women's Clothing Stores (5621), Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

akta.pro secondary industries

Intimates, Lingerie & Sleepwear Retail (CRAAABAF), Panties & Briefs (CRAAAIAB), Shapewear & Body Contouring (CRAAAIAC)

Keywords

• Women's intimate apparel
• Lingerie and bras
• Loungewear collection
• Plus-size intimates
• Bridal lingerie

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D

Revenue model

1. E-commerce Sales: Direct-to-consumer online sales of intimates, loungewear, and related apparel through AdoreMe.com website and retail partners including Macy's, Nordstrom, and Target.
2. Subscription/Loyalty Program: Originally operated subscription service for intimates, which was ended in 2026 and converted to a loyalty program as part of Victoria's Secret's strategic review of digital businesses.

Pricing tiers

Go-to-market motion2 records

Distribution channels5 records

Marketing channels3 records

Core offering

Adore Me designs and sells women's intimate apparel including bras, lingerie, corsets, panties, sleepwear, and loungewear through direct-to-consumer e-commerce and major US retailers. The brand offers inclusive XS-to-XL sizing and has expanded into men's underwear and bridal lingerie through celebrity and retailer partnerships. Products are priced affordably with VIP membership pricing under $50.

Product overview

Adore Me is a direct-to-consumer intimate apparel brand founded in 2011, originally focused on plus-size women and later expanded to serve all sizes. The company operates primarily as an e-commerce platform offering bras, lingerie, corsets, panties, and sleepwear. The product portfolio includes core intimate apparel alongside sub-brands and collaborations such as the premium Atelier Collection (featuring vegan silk and lace pieces), the Soft Touch Loungewear Collection developed with Jordyn Woods, and the Adore Me for David's Bridal collaboration. The company has also expanded into men's underwear for the first time. Previously a subscription-based model, Adore Me has transitioned to a loyalty program structure under Victoria's Secret & Co.'s ownership.

Differentiator

Problem solved

Functional benefit

Brands

• Atelier Collection: Limited edition luxury lingerie collection featuring luxurious vegan silk and lace, designed in collaboration with Elizabeth Gillies
• Soft Touch
• Adore Me for David's

Products and services

• Adore Me Core Lingerie & Intimate Apparel Direct-to-consumer intimate apparel line offering bras, lingerie, corsets, and women's panties in inclusive sizes XS to XL, sold to individual consumers.
• Soft Touch Loungewear Collection Loungewear collection of over 100 styles across three fabrics, developed in partnership with Jordyn Woods, priced under $50 for VIP members and available through AdoreMe.com and retail partners.
• Adore Me Men's Underwear First men's underwear line from Adore Me, extending the brand into the men's intimate apparel category and sold through AdoreMe.com and major US retailers.
• Atelier Collection Limited edition premium lingerie collection featuring luxurious vegan silk and lace designs, including a Valentine's Day 2026 capsule designed with Elizabeth Gillies, offered in sizes XS to XL.
• 2026 Valentine's Day Collection Seasonal Valentine's Day collection of bras, lingerie, sleepwear, and panties with kiss motifs and playful themes, fronted by Bobbi Althoff, sold through AdoreMe.com and partner retailers.
• Adore Me for David's Bridal Collection Bridal lingerie co-branded collection with David's Bridal featuring Giannina Gibelli, targeting brides and wedding shoppers with additional releases through June 2026.
• Adore Me Loyalty Program Loyalty program replacing the previous subscription model, offering recurring benefits to VIP members including discounted pricing on products under $50.

Quantifiable outcome

• Acquired for $400 million by Victoria's Secret & Co.
• +1 more outcomes

Named customers4 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core, flagship and minor.

• David's BridalcoreStrategic or Co-development Partner · 16 April 2026Partnership for bridal lingerie collection 'Adore Me for David's Bridal' featuring Love Is Blind alum Giannina Gibelli. The collection debuted April 16, 2026 with additional releases through June, targeting brides and wedding lingerie market.
• Elizabeth GilliesflagshipGTM or Marketing Partner · 31 December 2025Limited edition Atelier Collection for Valentine's Day 2026, designed by Elizabeth Gillies featuring luxurious vegan silk and lace. Collection offered in sizes XS to XL with sophisticated, romantic, and elevated aesthetic.
• Bobbi AlthoffminorGTM or Marketing Partner · 30 December 20252026 Valentine's Day Collection featuring kiss motifs and playful themes, with campaign fronted by Bobbi Althoff. Includes bras, lingerie, sleepwear, and panties in vibrant colors and sizes.
• Jordyn WoodsflagshipGTM or Marketing Partner · 2 September 2025Partnership with model and entrepreneur Jordyn Woods for Soft Touch loungewear collection (100+ styles across three fabrics) and first men's underwear category launch. Products priced under $50 for VIP members, available at Macy's, Nordstrom, and Target.

Scale indicators5 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• ThirdLove: DTC intimates brand competing on fit technology and half-cup sizing, with a strong inclusive sizing message. Direct competitor in the digital-first, inclusive intimates segment.
• Knix: DTC intimates, underwear, and leakproof apparel brand with inclusive sizing. Comparable on direct-to-consumer model, body-positive positioning, and category breadth into adjacent apparel.
• Cuup: DTC intimates brand focused on minimalist bras and underwear with inclusive sizing. Comparable on direct-to-consumer model, premium positioning, and inclusive sizing strategy.
• Savage X Fenty: DTC intimates and loungewear brand with a celebrity (Rihanna) co-founder and inclusive sizing. Closely comparable to Adore Me in channel mix, inclusive positioning, and celebrity-driven go-to-market.
• Parade: DTC intimates and underwear brand targeting Gen Z with inclusive sizing, sustainable messaging, and affordable pricing. Closely comparable on inclusive DTC positioning and price-point strategy.
• Skims: Celebrity-backed (Kim Kardashian) DTC intimates, shapewear, and loungewear brand. Overlaps with Adore Me on inclusive sizing, loungewear expansion, and celebrity-anchored marketing.

Emerging players

• Lively: DTC intimates and activewear brand with inclusive sizing and active marketing. Comparable on inclusive positioning and direct-to-consumer model, but with smaller scale than the leading peers.
• True & Co: DTC intimates brand emphasizing fit and body shape recommendations. Niche overlap with Adore Me on the direct-to-consumer, inclusive-fit positioning in bras and underwear.

Broad incumbents

• Victoria's Secret: Parent company's flagship intimates brand and dominant US specialty retailer. Provides scale, distribution, and category benchmarks for Adore Me's positioning within the same corporate family.
• Aerie (American Eagle Outfitters): Specialty intimates and loungewear sub-brand of American Eagle, with strong inclusive sizing and body-positive marketing. Competes in the same space but as part of a broader specialty retailer portfolio.

Market position

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/adoreme
• Facebookfacebook.com/adoremeofficial
• LinkedInlinkedin.com/company/adore-me

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles5 records

Subsidiaries2 records

Funding overview

Funding rounds9 records

Investors12 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A1 record

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Adore Me