Adore Me's new plan to upend Victoria's Secret

The online lingerie start-up that's been aiming to upend Victoria's Secret (LB) since it launched in 2011 is hoping its newest venture will be a major move toward clipping the wings of the giant intimates powerhouse.

On April 5, Adore Me will open its first retail store, in New York City. Like trendy e-commerce start-ups Warby Parker,Bonobos and Gilt, the lingerie company will offer its wares not in a stand-alone shop but in a showroom in its West 39th Street Manhattan headquarters.

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