sleepwear
(6)
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.
Magnetic Me
Magnetic Me, a brand of New York-based Magnificent Baby, makes baby, kids and adult apparel that closes with hidden magnets instead of snaps, zippers or buttons. Founded in 2010, the company pioneered patented SewSafe magnetic closures and pairs them with soft, sustainable fabrics like modal and organic cotton to make dressing faster for squirmy babies, kids seeking independence, nursing parents and adults with dexterity challenges. Sold direct-to-consumer online and through hundreds of retail boutiques, Magnetic Me markets itself as 'the absolute easiest way to dress a baby' - and now, a whole family.
Roller Rabbit
Roller Rabbit is a New York-based lifestyle brand built around vibrant, hand-blocked prints. Founded in 2003 by Roberta Freymann after she found a textile scrap depicting a roller-skating rabbit, the label makes India-inspired sleepwear, ready-to-wear, kids' apparel, accessories and home goods. Its signature monkey-print pajamas turned into a TikTok-era cult item, and under owner RRR Brands the company has rebuilt itself as a direct-to-consumer business known for fast, limited-edition drops and sold-out collaborations.
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.
Hill House Home
Hill House Home is a New York-based direct-to-consumer lifestyle brand founded in 2016 by Nell Diamond. It started selling well-priced luxury bedding and home linens, then went viral with The Nap Dress - a cross between a nightgown and a day dress - in 2019. The brand has grown into a community-driven fashion and home label spanning dresses, sleepwear, accessories, kids' matching sets, and home goods, famous for selling collections out in minutes and building a devoted online following.
Nell Diamond
Nell Diamond is the founder and CEO of Hill House Home, the New York lifestyle brand she launched in 2016 from her dorm at Yale School of Management. She built it on luxury bedding and turned it into a cultural phenomenon with the Nap Dress, a smocked, sleep-soft dress that went viral during the pandemic and once sold $1 million of inventory in 12 minutes. A Princeton English major and daughter of former Barclays CEO Bob Diamond, she traded a finance career for a brand built on community, drops, and her own waist-length-haired, ruffle-forward aesthetic. Hill House raised $20 million in 2022 at a reported $150 million valuation.