In a November press release issued by Victoria's Secret & Co., the company announced its agreement to purchase 100 percent of Adore Me, Inc. "Adore Me is a technology-led, digital-first innovator in the intimates category that will help us bring differentiated experience to Victoria's Secret and PINK customers," said Martin Waters, CEO of Victoria's Secret & Co..
While Victoria's Secret has mostly put the emphasis on Adore Me's online retail expertise as a major purchasing point, the $400 million price tag also comes with knowledge that the new acquisition is known as an all-inclusive brand. Adore Me specifically states on their website, "While the fashion industry has a long way to go towards becoming inclusive at every level — catering to people of all shapes & sizes and at an affordable price — our ambition is to offer accessible, inclusive, and better fashion for all." The lingerie company offers 77 different sizes for their customers.
As noted by Apparel Resources, "Adore Me's strong brand authenticity engages Gen Z and Millennials, and the company will provide Victoria's Secret & Co. with a very inclusive product range at an outstanding value across both online and offline platforms." One that doesn't include catalogs — they were dropped along with the Angels.
