Adore Me eyes sales bump with Belabumbum acquisition

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Adore Me has made some ambitious moves within the last few months to plant its flag in an increasingly competitive lingerie market crowded by digitally native peers like ThirdLove, Lively and True & Co, as well as stalwart Victoria's Secret. Quickly scaling — both online and in-stores — may be the key to standing out. The lingerie brand hopes the acquisition will allow Belabumbum to grow into what Adore Me is today, Voltaire said, noting that Adore Me in 2012 raked in $1 million and now pulls in $110 million annually.

"This is the start and we're keen to see how it goes," Voltaire said, "In the end, Adore Me is trying still to be a disruptor in the lingerie market and it's changing really fast, and we hope this will make us even stronger."

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