adore-me
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Morgan Hermand-Waiche and the rival that became the buyer
He set out to give Victoria’s Secret some competition. Along the way, the Adore Me founder discovered that selling lingerie meant learning to build almost everything around it.
Nicolas Capuono and the Business of the Moment After Buy
The DAILYLOOK chief executive built his career in the unglamorous minutes after checkout - where a return, a late parcel or one useful conversation can decide whether a customer ever comes back.
Alix Coucardon Learned to Market Without Silos
After 14 years in consumer brands, Alix Coucardon arrived at Adore Me with a full marketing playbook. Four years later, her sharper lesson is that customers never see the org chart.
Victoria's Secret & Co.
Victoria's Secret & Co. is a Columbus, Ohio-based specialty retailer of lingerie, intimates, beauty and fragrance, operating the Victoria's Secret, PINK and Victoria's Secret Beauty brands along with the digital-first label Adore Me. Spun off from L Brands as an independent NYSE-listed company (VSCO) in 2021, it sells bras, panties, sleepwear, activewear, body care and fragrance through roughly 1,300 retail stores, a global network of partner-operated locations and a large e-commerce operation. With about $6.55 billion in fiscal 2025 revenue and around 31,000 employees, the company is pursuing a turnaround that pairs a revived Victoria's Secret Fashion Show with a broader, more inclusive brand message.