Adore Me expands into active wear, playing up plus-size in ad campaign

Adore Me, the fast-growing e-commerce company that has been taking aim at Victoria’s Secret, is now shifting into a new vertical that its brick-and-mortar rival is also in: active wear.

The Manhattan-based company hired a former Victoria’s Secret designer when it began five years ago, selling just lingerie on an online subscription model aimed at millennials. Now, it is in a bunch of new verticals. It currently offers sleepwear, swimwear, and is getting into activewear offerings, with sports bras and leggings among the offerings launching Saturday.

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