Victoria’s Secret plans to buy Adore Me. Victoria’s Secret is a US lingerie giant. Adore Me is an intimates brand.

For Victoria's Secret the acquisition will be a significant accelerant as it pivots toward growth and modernizes the foundation of the company with an entrepreneurial mindset that puts technology at the forefront. Victoria's Secret expects to leverage Adore Me’s expertise and technology to continue to improve the Victoria’s Secret and Pink customer shopping experience and modernise its digital platform and expects Adore Me to serve as a growth vehicle providing access to a consumer that is complementary to Victoria’s Secret current customer base.

Since Adore Me is a technology-led, digital-first innovator in the intimate category the hope is that it will help bring differentiated experiences to Victoria’s Secret and Pink customers. Founded in 2011, US-based Adore Me is a online-only intimates brand that counts 1.2 million active customers. It is powered by a proprietary technology platform with differentiated customer experiences including Home Try-On and monthly subscription options and offers expanded sizing across its products. It has significantly grown its business over the past decade and is excited about bringingits technology, purchase experiences, inclusive assortment, brand and team to join the next phase of Victoria’s Secret’s growth and customer journey transformation.