Adore Me
Victoria's Secret & Co. · United States
Adore Me is a New York lingerie brand that sells underwear, swimwear and sleepwear mainly online, combining direct sales with an optional monthly membership. Founded by Morgan Hermand-Waiche, it has been part of Victoria's Secret & Co. since 2022.
| Website launch | March 2012 |
|---|---|
| Founder | Morgan Hermand-Waiche |
| Headquarters | New York, United States |
| Parent company | Victoria's Secret & Co. (since 2022) |
| Model | Direct to consumer with optional membership |
| Website | adoreme.com |
What is Adore Me?
Adore Me is an American direct-to-consumer lingerie company headquartered in New York City. It was started by Morgan Hermand-Waiche while he was an MBA student at Harvard Business School, with Romain Liot and Gary Bravard joining the founding team. The website launched in March 2012.
Products and positioning
The range covers lingerie, underwear, swimwear and sleepwear, plus activewear, corsets and bralettes. Satellite labels have included:
- Belabumbum for maternity
- Walkpop for legwear
- Joyja for period underwear
Distribution
Customers shop personalised online "showrooms" and can buy items individually or join a monthly subscription called VIP Membership. The brand moved into physical retail in 2018 with a permanent store at Staten Island Mall, followed by locations in New Jersey and Rhode Island.
Ownership
Victoria's Secret & Co. announced the acquisition of Adore Me in November 2022, adding a digitally native label to its portfolio.
Why it matters
Adore Me is one of the best-known examples of a subscription-driven lingerie business scaling online and then being absorbed by an established retailer seeking digital capabilities.
Frequently asked questions
Who owns Adore Me?
Adore Me has been owned by Victoria's Secret & Co. since the acquisition announced in November 2022.
Who founded Adore Me?
Adore Me was founded by Morgan Hermand-Waiche, with Romain Liot and Gary Bravard as part of the founding team.