// Victoria’s Secret acquires Adore Me to improve the customer shopping experience
// Adore Me, which operates in the UK, was founded in 2011 in New York
Victoria’s Secret has acquired an online lingerie retailer to help improve its shopping experience.
The US retailer completed its acquisition of Adore Me, which it said will improve the customer shopping experience and accelerate the modernisation of its digital platform.
Adore Me, which operates in the UK, was founded in 2011 in New York and generated an estimated £207 million in profitable sales in its most recent financial year.
Victoria’s Secret CEO, Martin Waters said: “From the beginning, we evaluated Adore Me as a two for one opportunity – a technology-led, digital-first innovator in the intimates category and a highly efficient, growing and profitable standalone business model.”
Victoria’s Secret has a global footprint of nearly 1,350 retail stores in around 70 countries.
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Victoria’s Secret UK moved out of administration and into liquidation in July 2021.
The UK arm of the US lingerie retailer went into administration in June 2020 after being affected by the Covid-19 lockdown.
The retailer owed 208 creditors a total of £466 million prior to its administration in June, which placed over 800 jobs at risk.
Victoria’s Secret’s UK division recorded an operating loss of £109 million for the 16 months to May 2020. British fashion retailer Next expressed interest in acquiring Victoria’s Secret, and went on to be chosen as the “preferred” UK franchise partner for the lingerie business in June 2020.
