Adoore

What Adoore does

Adoore, trading as ADOORE and operated by the Swedish private limited company Endoore AB (reg. Nr 559109-6028), is a Stockholm-based direct-to-consumer women's fashion brand founded in 2017. The company designs, markets, and sells dresses and complementary apparel — including tops, cardigans, blazers, jackets, skirts, swimwear, and accessories such as beauty bags and beach towels — organized across occasion (summer, wedding, pregnancy, graduation, festive), length (mini, midi, maxi), and sleeve-length dimensions. The signature product is the Positano Dress, offered in 21 color variants, supported by named styles such as Florence, Ferrone Midi, Almeria, Madrid, Montana, and Lugo Dress & Cardigan, plus a bridal fitting service.

The business runs a transactional commerce model with no subscription or recurring revenue stream. The commerce stack is built on Shopify, supporting multi-currency checkout across 28+ countries in Europe, the US, the UK, and Australia, with a broad payment-method rail including Klarna, Apple Pay, Google Pay, PayPal, Visa, Mastercard, American Express, Maestro, UnionPay, iDEAL Wero, Bancontact, and MobilePay. Pricing for dresses ranges roughly $192-$240 with periodic sale discounts of 20-50%, accessories are priced at $80-$98, and a free one-time exchange policy is offered. Distribution is omnichannel: the primary e-commerce storefront is supplemented by two company-owned physical stores (MOOD Stockholm on Regeringsgatan and Gothenburg on Södra Larmgatan) plus occasional pop-up activations.

Marketing and customer engagement are anchored by a Klaviyo-powered email list (offering 10% off first orders), an ADOORE Loyalty Club membership program, social media presence on TikTok, Facebook, and Pinterest, and content marketing around sustainability and brand values. The company is privately held, reports 1-10 employees, and shows no disclosed external funding, M&A activity, parent company, or institutional investors; founder Petra Tungarden serves as Creative Director and Partner. All evidence is first-party, drawn from the Adoore website, privacy policy, and observed integrations.

Name

Adoore

Legal name

Endoore AB

Website

https://adoore.se

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Adoore (Endoore AB) is a Stockholm-based direct-to-consumer women's fashion brand selling dresses, tops, swimwear, and accessories via Shopify across 28+ countries, with two retail stores in Sweden.

Ownership category

akta.pro rank

Product category

Women's Fashion Apparel

NAICS

Clothing and Clothing Accessories Retailers (458110), Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Women’s Apparel Retail (CRAAABAB)

akta.pro secondary industry

Luxury Bridal & Occasionwear (CRAAAFAI)

Keywords

• Women's dresses
• Fashion apparel
• Dress e-commerce
• Swimwear collection
• Bridal fitting

Headquarters

HQ city

Stockholm

HQ country

Sweden

HQ region

Europe

Offices3 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

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

Revenue model

1. Apparel Product Sales: One-time sale of fashion apparel including dresses, tops, swimwear, blazers, jackets, skirts, and accessories. Revenue generated through direct e-commerce transactions and physical retail store sales. No subscription or recurring revenue model.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels4 records

Core offering

Adoore designs, sources, and sells women's dresses and wardrobe staples (tops, cardigans, blazers, jackets, skirts, swimwear, and accessories) direct-to-consumers through its Shopify-powered online storefront (adoore.com) and company-owned physical retail stores in Stockholm and Gothenburg. The assortment is organized by length (mini, midi, maxi), sleeve style, and occasion (summer vacation, wedding, festive, everyday, pregnancy, graduation), with the Positano Dress as a signature style available in 21 colors.

Product overview

ADOORE is a fashion e-commerce retailer specializing in dresses and women's clothing. The product portfolio centers on the Positano Dress as a flagship item, along with other signature dress styles including Florence, Ferrone Midi, Madrid, Almeria, Montana, and Lugo Dress & Cardigan. Tops and blouses such as the Palena Blouse complement the dress offerings. The brand also offers a Swim Collection, accessories (beauty bags, beach towels, keyrings), and gift cards. ADOORE organizes products by occasion (summer vacation, festive wear, wedding, everyday wear, pregnancy, graduation), length (Mini, Midi, Maxi), and sleeve length (long sleeve, short sleeve, tank). The company operates a Loyalty Club membership program and offers bridal fitting services. The mission is to create clothes that celebrate all different body types with colorful prints and flattering shapes.

Differentiator

Problem solved

Functional benefit

Products and services

• Positano Dress
• Florence Dress
• Ferrone Midi Dress
• Almeria Dress
• Madrid Dress
• Montana Dress
• Lugo Dress & Cardigan
• Palena Blouse
• Swim Collection
• Aurora Beauty Bags
• Faro Beach Towel
• Heart Keyring
• Gift Card
• Loyalty Club
• Bridal Fitting

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration20 records

Partnerships

One partnership is on record.

• ShopifycoreTechnology or IntegrationE-commerce platform powering the adoore.com online store. Handles store localization, shopping cart functionality, customer login, checkout processing, and analytics tracking through Shopify cookies.

Recent moves5 records

Expansion highlights5 records

Direct peers

• Reformation: LA-based DTC women's fashion brand with a sustainability-led, fit-conscious positioning across dresses and occasionwear — comparable to Adoore on premium DTC, dress-led assortment, and body-positive brand narrative.
• Showpo: Australian-origin DTC women's fashion retailer with strong global shipping, occasionwear focus, and social-media-led customer acquisition — comparable international DTC dress brand.
• Selkie: DTC brand focused on feminine occasion dresses and limited-edition drops, similar to Adoore's occasion/bridal-adjacent assortment and founder-led creative positioning.
• Oh Polly: UK-based DTC women's fashion brand specializing in occasionwear, dresses, and bodycon styles shipped globally — the closest direct competitor to Adoore's occasion-driven dress assortment.
• Realisation Par: DTC occasionwear brand best known for printed silk dresses — closely comparable to Adoore's colorful-print, flattering-fit dress franchise and global direct-to-consumer shipping.
• Cider: Global DTC women's fashion brand selling dresses, tops, and occasionwear through social-first marketing — directly comparable on customer demographic, channel mix (TikTok, Instagram), and price-point band.

Broad incumbents

• ASOS: Large UK-based online fashion retailer carrying third-party and own-brand women's apparel across occasion, casual, and trend categories — sets the competitive benchmark Adoore must outperform on occasionwear selection and fit.
• & Other Stories: H&M Group's premium women's fashion brand focused on dresses, occasionwear, and curated collections — directly comparable to Adoore's premium contemporary price point and dress-led assortment.
• H&M: Swedish-headquartered global apparel giant with broad women's occasion and everyday ranges — the home-market incumbent Adoore must differentiate against on brand, fit, and occasion expertise.
• Zalando: Europe's leading fashion marketplace, dominant in Germany and the Nordics — relevant incumbent given Adoore's European shipping footprint and German free-return policy.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/adoore.se

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Adoore