Adore Me
- Company typePrivate
- Founded2011
- HeadquartersNew York, United States
- Headcount51–100
- GTM typeB2C
- OfferingHardware or Manufacturing
Adore Me firmographics
Firmographics- 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
Adore Me industry classification
Industry- 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
Where Adore Me is headquartered
LocationHeadquarters
- HQ city
- New York
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Adore Me business model
Business model- GTM type
- B2C
- Offering type
- Hardware or Manufacturing
- Cost components
- Supply Chain, Marketing or Sales, Operations, Personnel, Technology or R&D
Revenue model
- 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.
- 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
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | VIP membership pricing under $50 for members |
Go-to-market motion2 records
Distribution channels5 records
Marketing channels3 records
Adore Me product offering
Product offeringCore 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
Companies that use Adore Me
Customer profileNamed customers4 records
Segments3 records
Ideal customer profiles3 records
Adore Me technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Adore Me partnerships and signals
Strategic signalPartnerships
Four partnerships are on record, tiered core, flagship and minor.
- David's BridalcorePartnership 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 GilliesflagshipLimited 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 Althoffminor2026 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 WoodsflagshipPartnership 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
Adore Me competitors and assessment
Company assessmentDirect 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
Adore Me social profiles
Digital presenceAdore Me compliance and trust
Trust signalCompliance1 record
Adore Me financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adore Me leadership team
Management profileNumber of profiles
Profiles5 records
Adore Me subsidiaries and ownership
Company hierarchySubsidiaries2 records
Adore Me funding detail
Funding detailFunding overview
Funding rounds9 records
Investors12 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adore Me M&A and investment
M&A and investmentM&A1 record
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adore Me
What does Adore Me do?
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.
Is Adore Me a public or private company?
Adore Me is a private company. It is classified as corporate owned and is currently operating.
When was Adore Me founded?
Adore Me was founded in 2011. It employs 51 to 100 people.
Where is Adore Me based?
Adore Me is headquartered in New York, United States, in the North America region.
How does Adore Me make money?
Two revenue lines are on record. E-commerce Sales are the primary driver. The others are subscription/Loyalty Program.
Who are Adore Me's main competitors?
Direct peers on record are ThirdLove, Knix, Cuup, Savage X Fenty, Parade and Skims. Emerging players are Lively and True & Co. Broad incumbents are Victoria's Secret and Aerie (American Eagle Outfitters).
Does Adore Me have an API?
No public API is recorded for Adore Me.
What industry is Adore Me in?
Adore Me's product category is Women's Intimate Apparel. Its primary akta.pro industry code is CRAAAAAF, Intimates, Lingerie, Swimwear & Sleepwear Brands, with a secondary code of CRAAABAF, Intimates, Lingerie & Sleepwear Retail. Its NAICS code is 458110 and its SIC code is 5621.