Adore Me opens 1st store outside of New York

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Adore Me, along with online rivals True & Co, Lively and ThirdLove, as well as brick-and-mortar retailers like Gap and American Eagle's Aerie, is ramping up competition in the lingerie sector as L Brand's Victoria's Secret continues to cede share. The market giant has been slow to respond to demand, especially from younger women, for less risqué styles that fit better.

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