|Headquarters||New York, New York|
|Products||Underwear, Lingerie, Swimwear|
Adore Me is a women’s intimates company based in New York City. The company manufactures and sells lingerie, sleepwear, swimwear, activewear, and other products. It was fined $1.38 million by the Federal Trade Commission in November, 2017 for deceptive billing practices.
Adore Me was founded by Morgan Hermand-Waiche. He conceived Adore Me in 2010 during his second year at Harvard Business School’s M.B.A program, when he couldn’t find lingerie that was both high quality and affordable. Hermand-Waiche spent three years working at management consulting firm McKinsey & Company prior to Adore Me.
Initial investors in Adore Me include Hermand-Waiche’s Harvard professors, and angel investors Fabrice Grinda and Jose Marin. The company officially launched its website in March 2012. In the same year, Adore Me raised $2.5 million in its second round of funding with investments from Redhills Ventures, Jaina Capital, Ventech Capital, and other US angel investors. Adore Me reportedly sold 100,000 items in their first year of business.
In 2014, Adore Me was listed as the second fastest-growing private retail company on the Inc. 5000 list based on their 2013 sales of $5.6 million. They went on to generate $16.2 million in sales in 2014.
In 2017, Adore Me was named one of the Internet Retailer Top 1000 companies from DigitalCommerce360 and was listed on the Inc. 5000 list for the third time in four years. As of 2017, Adore Me had 121 full time employees.
Consumer complaints and marketing
Following a lawsuit filed by the Federal Trade Commission about Adore Me's deceptive billing practices, the company settled the suit for $1.38 million and an agreement to clearly disclose how much customers would pay on its monthly subscription plan.
Many customers had complained about the company's use of the controversial practice of negative option billing. Adore Me offered the customers the choice of buying a product at full price or of buying the same product at a substantial discount by joining a membership club. The club then billed customers a fixed amount each month unless the customer bought lingerie or opted out for the month. While the membership may be cancelled, the customers have found it difficult to cancel.
In 2017, Adore Me announced the launch of its scholarship program, offering a $1,000 scholarship to support women pursuing a degree in business. The company began awarding female students who had either started their own business or were planning to do so in the future.
Initially, Adore Me products included lingerie, sleepwear, swimwear, and related apparel. Bra sizes range from 30A to 46G. In October 2016, Adore Me launched an activewear collection. Similarly to the bras and panties, the activewear collection includes sizes from petite to plus. In April 2017, Adore Me announced that they had launched their largest swim collection to date, with 88 pieces for standard and plus sized women. Current head of design, Helen Mears, formerly worked as head designer of the Angels brand at Victoria’s Secret.
The brand has been compared to Zara regarding pricing and its practice of fast-fashion production. Adore Me primarily sells its products online. Customers shop through personalized “showrooms” and can purchase products a-la-carte on a one time basis or as part of a monthly subscription, known as “VIP Membership.” Products are currently shipped to customers in the U.S. and Canada.
Expansion into retail
In April 2016, Adore Me opened their first retail store as a showroom at their New York City headquarters. In June 2016, Adore Me partnered with Nordstrom to begin selling products in Nordstrom stores and on the company’s e-commerce site. As of October 2016, Adore Me also partnered with Lord and Taylor to begin selling products in the Manhattan flagship store and online.
Adore Me has promoted body positivity and inclusivity within the brand. They have worked with models such as Iskra Lawrence, a spokesmodel for body positive campaigns; and Nina Agdal, a Sports Illustrated swimsuit model;
October and November 2017 Shipping Delay
In October and November 2017, Adore Me experienced delays in their supply chain management, resulting in orders taking longer than expected to receive. In emails to customers, Adore Me customer service representatives stated, "We truly apologize for the extended processing time, we received an unexpected number of orders and we are doing our best possible to ship them out and we want you to know that we are actively working to find solutions so this will not happen again."
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- Personal email received October 24, 2017 from "Stephanie - Adore Me (Customer Care)" (email@example.com).