# Adore Me > Adore Me is a New York-based intimates brand that set out in 2011 to sell well-made bras and lingerie at prices a student could afford, and ended up rewriting how the category is merchandised. Founded by Harvard MBA Morgan Hermand-Waiche, the company paired a wide size range (30-46 bands, A-I cups) with a monthly membership, an at-home try-on box, and an unusually large in-house engineering group in New York and Bucharest that built roughly 15 internal tools for planning, sourcing, and personalization. It reached an estimated $250 million in sales and more than 1.2 million active customers before Victoria's Secret & Co. acquired it in a deal announced November 2022 at $400 million cash upfront plus earnouts, closing January 2023. Adore Me became the only US lingerie brand certified as a B Corporation in 2022. Under its parent it has since narrowed: the founder departed in August 2025, the VIP subscription that defined the model ended in February 2026, and Victoria's Secret recorded a $120 million impairment on the business that same quarter. - **Founded:** 2011 - **Headquarters:** New York, New York, United States - **Founders:** Morgan Hermand-Waiche (Founder & CEO (2011-2025)), Romain Liot (Co-Founder & Chief Operating Officer), Gary Bravard (Co-Founder), Eugen Neiculescu (Co-Founder & Chief Experience Officer) - **Team size:** Roughly 500-1,000 employees (LinkedIn band 501-1,000), including approximately 100 engineers across New York and Bucharest; up from about 130 total staff in 2017. - **Products:** Bras & lingerie sets, VIP Membership, Elite Box (Home Try-On), Sleepwear, loungewear, activewear and swim, Maternity & nursing intimates - **Notable:** Certified B Corporation in September 2022 with a B Impact Assessment score of 107.1 against a passing threshold of 80 - reported as the only US lingerie brand with the certification., Converted to a Public Benefit Corporation in 2021., Named #2 fastest-growing retail company in the US on the Inc. 5000 in 2015, with three list appearances in four years. ## Products & services - **Bras & lingerie sets** — Core assortment across 30-46 bands and A-I cups, marketed as 67+ sizes, spanning wired, wireless, push-up, full-coverage and bralette styles. - **VIP Membership** — Monthly membership at $39.95 charged on the 5th unless the customer purchased or clicked 'Skip the Month'; charges converted to store credit. Perks included $10 off every set, a free set after five, and free shipping and returns over $49. Discontinued 28 February 2026 and converted into a loyalty program. - **Elite Box (Home Try-On)** — Style quiz feeds a stylist- and algorithm-curated box of 3-5 pieces for a $20 styling fee credited toward anything kept, with 7 days to try at home and free shipping and returns. - **Sleepwear, loungewear, activewear and swim** — Category extensions built off the same size logic as the bra assortment. - **Maternity & nursing intimates** — Built out following the February 2019 acquisition of Belabumbum. - **Period underwear** — Added through the January 2020 acquisition of Joyja. - **Adored by Adore Me** — Walmart-exclusive wholesale line produced with Gelmart, priced $11.98-$29.98 and distributed to roughly 2,000 Walmart stores. - **DailyLook** — Los Angeles-based personal styling subscription acquired in 2022; placed under strategic review by Victoria's Secret & Co. in March 2026. - **AM by You** — Generative-AI design studio launched 9 May 2024 letting customers describe a print in text and receive a custom bralette and panty set printed on demand, from $54.95, with human moderation before print. - **Adore Me Tech / Adore Me Operating Platform** — Internal technology brand launched December 2021 covering an ecosystem of roughly 15 proprietary tools for procurement, inventory, product creation, try-at-home box assembly and influencer campaign management. - **Retail stores** — Physical stores beginning with a 3,000 sq ft Staten Island Mall location in June 2018 featuring RFID smart fitting rooms; five stores operating as of May 2025. - **Mobile app** — iOS and Android shopping apps; mobile accounted for roughly 80% of site traffic by 2017. ## Achievements - Certified B Corporation in September 2022 with a B Impact Assessment score of 107.1 against a passing threshold of 80 - reported as the only US lingerie brand with the certification. - Converted to a Public Benefit Corporation in 2021. - Named #2 fastest-growing retail company in the US on the Inc. 5000 in 2015, with three list appearances in four years. - Reached an estimated $250 million in sales and more than 1.2 million active customers by fiscal 2022. - Acquired by Victoria's Secret & Co. for $400 million cash upfront plus earnout - one of the largest US intimates acquisitions of the DTC era. - Built an in-house engineering organisation of roughly 100 people across New York and Bucharest, shipping an operating platform of about 15 internal tools. - Published GRI-referenced annual ESG reports from July 2022, disclosing a 5.45% reduction in average product carbon footprint from 2021 to 2022. - Crain's New York Fast 50 ranking of #9 in 2016. - Morgan Hermand-Waiche named to Goldman Sachs' 100 Most Intriguing Entrepreneurs in 2017. - Opened the first US lingerie store with RFID-enabled smart fitting rooms at Staten Island Mall in June 2018. ## Latest updates - **2026-03** — Victoria's Secret & Co. reported a $120 million pre-tax impairment on Adore Me, launched a strategic review of DailyLook, exited Adore Me's Mexico distribution centre and recorded a $36 million pre-tax fulfilment restructuring charge. - **2026-02** — The Adore Me VIP Membership formally ended for US customers on 28 February 2026 and was converted into a loyalty program. - **2025-08** — Founder Morgan Hermand-Waiche departed Victoria's Secret & Co.; Christine Vellani, a longtime VS&Co merchandising executive, was named President of Adore Me. The brand was operating five physical stores. - **2025-02** — Adore Me staged a cabaret-themed New York Fashion Week runway show at Sony Hall featuring Ashanti and Mya. - **2024-05** — Launched AM by You, a generative-AI design studio letting customers create custom-printed bralette and panty sets from text prompts, printed on demand from $54.95. - **2023-07** — Released its second annual ESG report, disclosing a 5.45% year-over-year reduction in average product carbon footprint. - **2023-06** — Agreed a $2.35 million multistate settlement with 31 states and the District of Columbia over disclosure practices in the VIP membership program. - **2023-01** — Victoria's Secret & Co. completed its acquisition of Adore Me, Inc. ## Links - Website: https://adoreme.com - LinkedIn: https://www.linkedin.com/company/adore-me/ - Twitter/X: https://twitter.com/adoreme - YouTube: https://www.youtube.com/user/AdoreMeTV - Instagram: https://www.instagram.com/adoreme/ - Facebook: https://facebook.com/adoremeofficial/ - TikTok: https://www.tiktok.com/@adoreme --- Profile page: https://yespress.io/adore-me Published by YesPress — https://yespress.io Last updated: 2026-07-27