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Adore Me is a New York City-based direct-to-consumer apparel brand that designs and sells inclusive women's intimates, sleepwear, and swimwear through a subscription-driven e-commerce platform. The company operates a VIP membership model that provides personalized online showrooms and monthly store credits, which is supplemented by a network of physical retail locations. Prior to its acquisition, the enterprise raised $57.8 million in equity funding, grew its workforce to over 500 global employees, and generated an estimated $250 million in profitable revenue during 2022. Adore Me was backed by venture capital firms including SOSV, FJ Labs, and Upfront Ventures before being acquired by Victoria's Secret for an initial $400 million in cash plus up to $300 million in potential earnouts. The certified B Corporation was founded in 2011 by Morgan Hermand-Waiche, Gary Bravard, and Sam Waiche.
Adore Me has raised $14.5M across 4 funding rounds.
Adore Me has raised $14.5M in total across 4 funding rounds.
Adore Me is a New York-based direct-to-consumer e-commerce company specializing in women's intimate apparel, including lingerie, swimwear, and activewear, offered through a subscription-based model with personalized, try-at-home services.[1][3][5] It serves women seeking affordable, size-inclusive, high-quality fashion, solving pain points in traditional lingerie shopping like limited sizing, high prices, and poor fit by leveraging data-driven personalization, technology, and efficient supply chains to deliver curated boxes customers can try before buying.[1][3][4][5] With around 360-550 employees globally, reported revenue of $115 million, and recognition as one of the fastest-growing U.S. retailers (e.g., Inc 500, Crain's Fast 50), Adore Me demonstrates strong growth through tech-enabled operations, including a highly automated warehouse fulfilling over 20,000 orders daily.[1][2][3][6]
Adore Me was founded in 2010-2012 by Morgan Hermand-Waiche, a Harvard Business School MBA student frustrated with the lingerie industry's lack of inclusivity and convenience, alongside co-founders like Romain Liot (COO, ex-McKinsey).[1][2][3][4] The idea emerged from Hermand-Waiche's personal experience, leading to a direct-to-consumer online model that disrupted branding and retail norms by starting digitally with a tech team now comprising 40% of staff.[2][3] Early traction came from pioneering inclusive sizing in 2013, launching a VIP membership for personalized quizzes, and rapid scaling—earning spots on Inc 500 and Crain's Fast 50—pivotal moments included opening a 126,000 sq.ft. automated warehouse in Secaucus, NJ in 2019 using Autostore and SureSort robotics, boosting fulfillment capacity fourfold and enabling international expansion.[2][3][4]
Adore Me rides the direct-to-consumer (DTC) and e-commerce disruption wave in fashion, particularly lingerie, by digitizing supply chains amid rising demand for personalized, sustainable retail post-2010s online shopping boom.[2][5][8] Timing aligns with mobile commerce growth, AI personalization (boosting revenues 10-15% per Harvard Business Review), and post-pandemic try-at-home preferences, amplified by market forces like millennial fast-fashion needs and inclusivity pushes.[3][4][5] It influences the ecosystem as a tech pacesetter—sharing Kubernetes knowledge via meetups, launching Adore Me Tech to innovate retail platforms, and proving DTC scalability with proprietary logistics, inspiring other fashion brands to adopt robotics and data analytics.[2][3][7][8]
Adore Me is poised to expand its Adore Me Tech arm and international footprint, leveraging warehouse efficiency and AI for new categories like activewear while deepening sustainability as a B Corp.[3][7][8] Trends like AI-driven retail, robotics in logistics, and DTC personalization will fuel growth, potentially evolving its influence from lingerie disruptor to broader retail tech provider via platform licensing or partnerships. This builds on its founding mission to empower women through tech-enabled, inclusive shopping, solidifying its role in transforming fashion e-commerce.[1][4][5]
Adore Me has raised $14.5M in total across 4 funding rounds.
Adore Me's investors include Mousse Partners, Redhills Ventures, Upfront Ventures, Jaina Capital, Ventech, 50 Partners, Hans Tung, Patron, Resonado, Uncork Capital, BITKRAFT Ventures.
Adore Me has raised $14.5M across 4 funding rounds. Most recently, it raised $8.5M Series B in July 2013.
| Date | Round | Lead Investors | Other Investors | Status |
|---|---|---|---|---|
| Jul 9, 2013 | $8.5M Series B | — | Mousse Partners, Redhills Ventures, Upfront Ventures | Announced |
| Jun 6, 2012 | $2.5M Venture Round | — | Jaina Capital, Redhills Ventures, Ventech | Announced |
| Mar 1, 2012 | $3M Series A | — | 50 Partners, Hans Tung, Patron, Resonado, Uncork Capital | Announced |
| Nov 1, 2011 | $500K Seed | — | BITKRAFT Ventures | Announced |
