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Curvy Brunettes Sell More Lingerie, According To Science

Attention shoppers: The results are in and it turns out that when women browse bras and underwear online, they’re more likely to buy items modeled by curvy brunettes than thinner-bodied blondes, according to data from New York-based lingerie site AdoreMe.com.

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Plus Size Brunette Models Sell More Than Slim Blondes

Not only are blonde lingerie models some of the most unrelatable figures in the media, they’re actually not doing anything to boost sales when it comes to lingerie.

Underwear brand Adore Me has found that plus-size brunette models sell more products than their impossibly slim counterparts.

The US company made the discovery after producing three TV adverts – one featuring blonde, stereotypically slim models, one featuring brunette models and a third ad starring plus-size brunette models.

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The Ultimate Guide To Buying A Bra Online

Trying on a bra under the harsh fluorescent lights of the department store fitting room, I was forced to stare down the more prominent imperfections of my 40-something-year-old body. There were the regular lumps and bumps, but this time, I noticed something new: I got the distinct impression that certain parts of my anatomy were trying to make a break for it, avalanche style. The chirpy sales clerk had already lassoed me with her measuring tape and declared me a cup size bigger than normal, and brought in options, each one more wrong than the one before it. I settled on something neutral and serviceable, only because I felt I had to, because I had a witness whose commission depended on this sale. I left, feeling slightly cheated that I paid retail for something I didn’t love–lingerie shopping has always been fun for me, but only because I usually find something beautiful, serendipitously on sale, when I’m not looking for it.

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Forward-thinking fulfillment

The clarifying power of a Groupon deal helped persuade Adore Me, a 4-year-old online lingerie seller, that it needed better fulfillment.

The web-only retailer in early 2013 offered Groupon users a voucher for up to 50% off their purchases of intimate apparel. Adore Me already had a vendor to handle warehousing and shipping its products but, in the words of Romain Liot, the retailer’s chief operating officer, the Groupon promotion “really stretched our operations” and came amid ongoing complaints from customers about late shipments and other issues. Adore Me’s order volume, simply put, had outgrown its vendor’s capabilities.

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Underwear Startups Have Investors Hot And Bothered

After taking the runway at New York Fashion Week, fashion tech is making a play for the bedroom. A new collection of underthings and intimates startups are getting down to basics — and venture investors are seeing 50 shades of green.

It’s not a lot of money yet, but the surge in seed funding over the past two years indicates growing investor interest in tech-enabled basics brands. From Andreessen Horowitz to First Round, over 100 venture firms and angel investors closed deals for underwear startups since 2012, according to CrunchBase data.

“Underwear alone in the U.S. is a $15 billion-plus market per year in terms of revenue,” says Bryan Lalezarian, CEO of basics brand MeUndies.

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For Valentine’s Day, Adore Me Takes On Victoria’s Secret and Other Bigger Lingerie Rivals

In the weeks leading up to Valentine’s Day, the headquarters of Adore Me, a lingerie start-up, are frantic with activity, for good reason: Its daily sales in this period are more than 20 times the typical volume and nearly double those of Black Friday or Cyber Monday.

So significant is Valentine’s Day for this three-year-old company, in fact, that a flat screen mounted on a wall in the company’s offices, in the heart of New York’s fashion district, counts down the days, hours and seconds until Feb. 14.

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10 Plus-Size Lingerie Brands That Bring Sexy Back

Whether it’s all those Fifty Shades promos or just the fact that Valentine’s Day is around the corner, revamping your boudoir wardrobe seems to be on a lot of people’s minds. Finding lacey underthings that make you feel sexy can be a challenge for anyone, but we found the 10 best places for plus-size women to shop. The styles on these sites are designed with romance in mind, so pour yourself a glass of wine and start shopping.

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Valentine's Day Lingerie We're Wearing to Fifty Shades of Grey

Yes, I need more pretty underthings, but considering there's no way in hell I'm seeing Fifty Shades of Grey in theaters, my lingerie pick had to do double duty for my Netflix couch session in seven months. Enter this comfy-but-cute bralette set from Adore Me, which will be perfect when I inevitably fall asleep a third of the way through.

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Brand Spotlight: Adore Me

Whether you're happily married, so single it hurts or somewhere in between, we're guessing your underwear drawer could use some love. And we're not talking about a few new pairs of the black cotton boy shorts you live in—we’re talking lacy little things that make you feel all va-va-voom. Adore Me, an online-only lingerie line, has you covered.

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The 20 Best Lingerie Boutiques to Shop Online

Lingerie shopping doesn't have to be a hellish experience with high school girls pushing push-up bras at the mall or lifer department store saleswomen with measuring tapes and dated taste. No, not when we have the internet, which is full of ways to find your perfect fit, both physically and stylistically.

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How To Style Lingerie Into Your Daily Outfit — Because Shouldn't #LingerieEveryday Be The Next Big Thing?

I know that many of you are experiencing ridiculous blizzards or polar vortexes right now, and the idea of wearing anything but 100 layers of warm sweaters is going to sound awful to your current self. Suggesting that you wear lingerie in place of said sweaters is sure to inspire some massive skepticism, but stick with me here. Just because it's freezing out doesn't mean that we have to sacrifice our sense of style. Trust me, I wrote that sentence as a reminder to myself as much as y'all — my oversized sweater, denim, ankle boot, statement necklace combo is getting completely tired. For this femme, I start to get my groove back around Valentine's Day. I actually sort of despise the "holiday" (I refuse to dignify it by lack of scare quotes), but love all things delicate and frilly. Lingerie is my catnip and I'm practically rolling around on the ground in a pile of it at this time of year.

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Start-up reshaping lingerie

Join the lingerie revolution, says French entrepreneur Morgan Hermand-Waiche. While shopping for his girlfriend, Hermand-Waiche found only expensive lingerie in limited sizes, an experience that led him to unhook the lingerie industry as we know it. He says his e-commerce start-up takes the best of Zara, Victoria's Secret and Amazon to produce fashionable and affordable intimates. 

CNBC gave Hermand- Waiche just 60 seconds to reveal his new lingerie line to a panel of experts with Kelly Hoey, Cuurio Chief Marketing Officer, Nikhil Kalghatgi, Vast Ventures Partner, and Alicia Syrett, CEO of Pantegrion Capital. Will they find his start-up hot, or not? Watch the video to find out!

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Start-up reshaping lingerie

Join the lingerie revolution, says French entrepreneur Morgan Hermand-Waiche. While shopping for his girlfriend, Hermand-Waiche found only expensive lingerie in limited sizes, an experience that led him to unhook the lingerie industry as we know it. He says his e-commerce start-up takes the best of Zara, Victoria's Secret and Amazon to produce fashionable and affordable intimates.

CNBC gave Hermand- Waiche just 60 seconds to reveal his new lingerie line to a panel of experts with Kelly Hoey, Cuurio Chief Marketing Officer, Nikhil Kalghatgi, Vast Ventures Partner, and Alicia Syrett, CEO of Pantegrion Capital. Will they find his start-up hot, or not? 

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Forbes 30 Under 30 (Retail & eCommerce)

Gary Bravard, 27

Cofounder, Adore Me

The French-born Bravard helped cofound Adore Me, an online retailer of women's lingerie and swimwear. The company, which recorded $5.6 million in sales in 2013, has raised about $11.5 million in funding and has 55 employees across the U.S ad Europe. As vice president of operations, he oversees Adore Me's logistics and supply chain efforts.

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