Lingerie e-commerce firm Adore Me to acquire Belabumbum

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Lingerie e-commerce company Adore Me is set to acquire maternity brand Belabumbum in an effort to expand its portfolio with offerings for expecting and new mothers.

Belabumbum is the category leader for intimate apparel, sleep, lounge, and activewear for expecting and new moms.

Adore Me founder and CEO Morgan Hermand-Waiche said: “We are honoured and excited to have acquired Belabumbum, a beautiful maternity apparel brand with strong mission-driven values. With this partnership, we are moving further towards our goal of bringing inner confidence for all women.”

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