Page 19 - RLI April 2019

CONFIDENCE FOR ALL STATEN ISLAND STORE

New York City, US

BRIDGEWATER STORE
New Jersey, US

“Along with these new stores, international expansion has that won’t break the bank. Our fast paced growth is due to
been on our radar for a while now. We are looking at Asia, several key innovations the brand has introduced to the US
and especially looking into entering China. We have tested lingerie market,” Hermand-Waiche comments.
the appetite through some interactive shopping events with The company’s main innovation is that compared to its
China, and seen that the brand has big potential there,” says competitors, Adore Me is inclusive, its sizing in bras range
Hermand-Waiche. from 30A to 46I, and its nightwear, loungewear and swimwear
Lead times can be very long for a lingerie brand, in some from XS to 4x. Secondly, Adore Me offers these added values
cases even up to a year which could hinder international while cutting prices by more than half and offering affordable
expansion for some. However, Adore Me has the advantage fashion. By avoiding the high
STATEN ISLAND STORE of being fast fashion. “While other players in the market launch costs of prime retail locations “I started adore Me wIth the vIsIon
New York City, US
collections four times a year, we launch a new collection of in addition to working without that every woMan, no Matter her
Adore Me was created to empower women to embrace their 40-60 designs every single month,” Hermand-Waiche explains. any middlemen – the brand
The brand has found that social media is a great way to can cut prices by more than half sIze, deserves hIgh-qualIty lIngerIe
uniqueness. They understand every woman has a unique style connect with their customers; learning that it’s a channel compared to its competitors. that won’t break the bank”
where you can have an informal discussion and ask for The ethos of the company is
and body type and they celebrate this by designing lingerie feedback on product – what customers like and dislike. The ‘Confidence For All’, they celebrate women’s inner beauty through
styles that are a perfect fit for every woman. Here, RLI sits company leverages its loyal customers to act as ambassadors lingerie styles designed to fit all women, of all shapes and sizes.
So what lies ahead and what does Hermand-Waiche
on social media, however they also leverage the insights
down with CEO Morgan Hermand-Waiche to learn about they receive from social media users to other parts of the believe to be the greatest challenge facing the company?
business – product development being one of these. “Adore Me is a fast-growing company, we’ve gone from
what the brand wants to achieve in the years ahead. “I believe that what makes us different is also what makes making $1M revenue in 2012 to over $100M in revenue in
us successful. I started Adore Me with the vision that every 2018. With growth comes challenges, as the company and the
woman, no matter her size, deserves high-quality lingerie team keeps transforming as a living organism,” he concludes.
he Adore Me brand started life as an e-commerce In terms of the rest of the brand, it has been a busy 12
brand in 2012, designing and selling online high months. A major change that has been undertook is the
quality lingerie in a wide range of options to moving out of their 3PL and building their own cutting-
Tsuit everyone’s individual style and size. They use edge distribution centre, a fundamental stepping stone in
premium fabrics and lace with a luxurious look and feel. them being able to deliver an omni-channel experience.
Their pieces are created to feel like a second skin; because The new distribution centre is 130,000sq ft and houses a
they fell the thing you put on in the morning should be the last highly-automated order management process.
thing you have to think about. They also made their first acquisition earlier this year,
Today the company’s major market is the US, but they are completing the purchase of maternity brand Belabumbum.
also present in Canada, Australia and the UK. Adore Me has The acquisition is part of Adore Me’s strategy to boost
two brick-and-mortar stores open to date. They are both further growth by broadening the product offering to
situated in the US, and are located on Staten Island in New serve new phases of a woman’s life.
York and Bridgewater Commons in New Jersey. Currently, the company is in the midst of opening
“Last year, I announced that we’re opening over 300 retail three new stores, and they are located in Providence
stores during the next five years, following the launch of our in Rhode Island, Willowbrook in New Jersey and
first store back in June,” explains CEO Morgan Hermand- Natick in Massachusetts. With the goal of bringing inner
Waiche. “The stores help in articulating a stronger brand confidence to all women, they are thrilled to introduce
statement. For a start-up like ourselves, it will help generate the Belabumbum brand to Adore Me customers in the
broader brand awareness and brand credibility.” new stores.

18 RETAIL & LEISURE INTERNATIONAL APRIL 2019