Victoria's Secret acquires Adore Me for $400 million to fuel comeback
![](https://media.voguebusiness.com/photos/63616de3d98674bd52c97143/2:3/w_2560%2Cc_limit/Victoria's%2520Secret-hi-res.jpg)
The acquisition will allow Victoria’s Secret to tap into Adore Me’s digital fluency and Gen Z consumer base as it navigates a rebranding and comeback attempt.
![](https://image.cnbcfm.com/api/v1/image/105572132-1542144455919adore-me-lingerie-cover-photo-still1113_00025.jpg?v=1542144505)
Buyer beware: Online retailer Adore Me's subscription model under fire
Victoria's Secret to Buy Lingerie Brand Adore Me for $400 Million - WSJ
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Victoria's Secret to buy Adore Me, an online lingerie startup with a Bucharest-based IT team
![](https://wwd.com/wp-content/uploads/2022/11/Adore-Me-group-shot-1.jpg?w=1000&h=563&crop=1)
adore me catalog for Sale,Up To OFF59%
![](https://images-cms.adoreme.com/omievqzoyg-20230501_Positano_Cat_Hero_M.jpg)
adore me catalog for Sale,Up To OFF59%
![](https://img.businessoffashion.com/resizer/KAsuRZcXNZFxW-Zxq_7OIqjQOpU=/1440x0/filters:format(jpg):quality(70):focal(642x265:652x275)/cloudfront-eu-central-1.images.arcpublishing.com/businessoffashion/T7T3KDMMWFFMRIWTYIXTQK4WMM.jpg)
Why Acquiring a Hot DTC Brand Rarely Lives Up to Its Promise
![](https://media.voguebusiness.com/photos/64f9cccd8b0105fcf1177e4d/1:1/w_1600%2Cc_limit/vs-the-tour-voguebus-story.jpg)
Lingerie Vogue Business
![](https://media.voguebusiness.com/photos/6492dce82cb5bb8bbf3c42b2/1:1/w_1600%2Cc_limit/FENTY-voguebus-story.jpg)
Lingerie Vogue Business
![](http://cdn.shopify.com/s/files/1/0574/7349/9296/products/amid-PCT072969_id-92874.jpg?v=1663331835)
adore me catalog for Sale,Up To OFF59%
![](https://fashionista.com/.image/ar_1:1%2Cc_fill%2Ccs_srgb%2Cfl_progressive%2Cg_faces:center%2Cq_auto:good%2Cw_620/MjA1MTU4MjUzMzg5MzU4NDI5/everlane-marques-almeida-designer-collaboration-lookbook-12.jpg)
Victoria's Secret Acquires Adore Me for $400 Million - Fashionista
![](https://media.bizj.us/view/img/12059153/polarisrefresh-09*660xx3024-1701-0-0.jpg)
Victoria's Secret-Adore Me deal worth $400 million - Columbus Business First
![](https://retailwire.com/wp-content/uploads/PhotoRoom_000_20230625_221536-150x150.jpg)
Will Adore Me bring love to Victoria's Secret? - RetailWire