Adore Me

So here's the thing about Adore Me-it's basically what happens when someone decides the lingerie industry needs a serious wake-up call. And honestly? They weren't wrong.

The company launched its website in March 2012, but the idea came from somewhere kind of relatable. Founder Morgan Hermand-Waiche was a Harvard Business School MBA student in 2010 when he couldn't find lingerie that was both high quality and affordable. That frustration turned into a company that's now part of the Victoria's Secret family-acquired for $400 million in November 2022.

But what makes Adore Me different isn't just the price point. They grew into the first major online player in lingerie and the first to introduce inclusive sizing in the category. We're talking 67+ sizes here. That's not a typo. When most brands were still pretending that women only came in about five sizes, Adore Me was already offering everything from petite to plus, making sure basically everyone could find something that actually fits.

The business model is kind of interesting too. You can buy stuff one-off like a normal store, or there's this VIP membership thing where you get discounted prices but there's a monthly charge if you don't skip or shop. It's been a bit controversial-there was a $2.35 million multistate settlement in 2023 over claims that the company deceptively marketed its VIP Membership Program and made it difficult for consumers to cancel. So yeah, read the fine print on that one.

What's really cool is how tech-forward they are. They launched a wholly-owned logistics center in 2017, the same year they became profitable, and they've launched a pioneering try-at-home shopping service. Their physical stores have these smart fitting rooms with RFID tags that connect to mirrors and can show you product info, recommend similar items, or even call a stylist to bring you something else. It's like shopping in the future, but for bras.

And speaking of the future-sustainability. They've developed an affordable sustainability model that's transforming their entire business to make sustainable clothing available to consumers of all shapes, sizes, and spending abilities. In an industry that's notorious for waste, that's kind of a big deal.

The company's also been pretty vocal about inclusivity beyond just sizing. In 2021, they publicly called out TikTok for removing their content featuring plus-size, Black, and differently abled models. Whether you agree with their approach or not, they're definitely not shy about standing up for what they believe in.

Now, they've got retail stores popping up in malls-the irony of a digital-first brand going brick-and-mortar isn't lost on anyone. But it makes sense when you think about it. Buying a bra online is tricky. Being able to touch the fabric, see the colors in person, and actually try things on? That's valuable. Plus, those smart fitting rooms are genuinely innovative.

The customer service seems pretty accessible-phone, email, chat on the website, even through their app. They're available from 8:30 AM to 8:30 PM EST, seven days a week. Though if you're reading reviews online, experiences seem mixed. Some people love the products and the prices, others have had issues with the subscription model or returns.

Adore Me is trying to do something different in an industry that's been pretty stagnant for a long time. They're not perfect-no company is-but they're pushing boundaries on sizing, sustainability, and technology in ways that actually matter to real people. And in a world where finding a bra that fits shouldn't feel like winning the lottery, that's worth paying attention to.