Adore Me, a lingerie brand known for its extended sizes and brightly-colored collections, can now count on a new audience among its fans: Walmart customers.
Over the past two years, Adore Me has worked behind the scenes with intimates manufacturer Gelmart to create an exclusive line for Walmart called Adored by Adore Me. The first Adored by Adore Me collection launched in September, while the second went live this week in 1,900 Walmart stores and on Walmart’s website. The Spring 2023 collection includes three styles of bras and three styles of underwear in several colors.
Adore Me has come a long way since its founding more than a decade ago. While the brand started as online only, it went on to build several mall-based stores across the eastern and southern U.S. It also jumped into live shopping with events that averaged about 70,000 viewers. In September 2022, Adore Me became the first lingerie brand to be certified as a B Corp. And, in January 2023, it was acquired by Victoria’s Secret for an undisclosed amount, although a press release stated that Adore Me generated about $250 million in revenue in fiscal 2022. Inking a deal with Walmart, the world’s leading retailer, only increases Adore Me’s reach.Modern Retail