“Can an inclusive DTC lingerie brand become Victoria's Secret's digital-native growth engine while scaling B2B wholesale commerce?”
Founded in 2012 by Morgan Hermand-Waiche as a direct-to-consumer online lingerie brand challenging Victoria's Secret with monthly new collections at affordable price points. Grew via subscription e-commerce model with personalized 'showrooms' and a focus on inclusivity and extended sizing. Raised $54.8M across multiple rounds before being acquired by Victoria's Secret in 2022 for ~$400–559M, becoming a subsidiary that now operates its own B2B commerce platform via DJUST and continues its DTC digital business.
Adore Me processes payments through Stripe.
Adore Me uses PayPal for FX and cross-border payouts.
Adore Me integrates with Shopify, WooCommerce, NetSuite, SAP S4 HANA, SAP Business One, Acumatica, Microsoft Dynamics 365 Business Central, Odoo and 1 other.
The Embedded Finance Index 2026 maps 3 layers in Adore Me's stack: Payments / PSP (Stripe); FX & payouts (PayPal); Accounting (Shopify, WooCommerce, NetSuite, SAP S4 HANA and 5 others).
Adore Me was founded by Morgan Hermand-Waiche, Romain Liot, Gary Bravard, Fabrice Grinda and Jose Marin and is founded in 2012, headquartered in New York, NY.
Adore Me has raised $54.8M in total (latest round: Acquired by Victoria's Secret, November 2022; valuation: $559M (acquisition, 2022)).
Get a read on where your own stack stands against Adore Me and the rest of its category — what they built versus bought, which providers they use, and where the gaps in your own strategy and competitive set actually are.