Victoria’s Secret is paying $400 million to buy Adore Me, an online lingerie brand known for inclusive sizing and marketing
Victoria's Secret wants to be more inclusive to its customer base.Victoria’s Secret & Co. is buying online lingerie seller AdoreMe Inc., adding a brand known for inclusive sizing and body positivity as the retailer tries to move away from a legacy built largely on sex appeal.
Victoria’s Secret is paying $400 million in cash for Adore Me, a direct-to-consumer business that started about a decade ago. The online lingerie seller is on track for about $240 million in revenue this year, according to Victoria’s Secret. It comes after Victoria’s Secret itself has shifted its marketing,a WSJ membership
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