Leadership Change at Adore Me
Victoria’s Secret announced that Christine Vellani will become the new head of Adore Me, marking a significant leadership shift at the plus-size brand. This decision comes at a crucial time when the intimate apparel industry faces mounting pressure from shifting consumer preferences and increased competition.
The appointment signals Victoria’s Secret’s commitment to revitalizing one of its key subsidiary brands. Industry observers are watching closely to see how this leadership transition will impact the brand’s direction and market positioning.
Founder’s Departure
Morgan Hermand-Waiche, who launched Adore Me as an inclusive lingerie retailer, has left the company following an agreed leadership transition. Her departure marks the end of an era for the brand she built from the ground up with a vision of inclusivity and body positivity.
Hermand-Waiche’s exit represents a significant shift for a company that was deeply connected to its founder’s personal mission. The transition raises questions about how the brand will maintain its original ethos while adapting to new strategic priorities under Victoria’s Secret’s ownership.
Statement on Transition
According to a company spokesperson, both Hermand-Waiche and Victoria’s Secret leaders agreed that this was the right time to move the brand into its next phase. The mutual agreement suggests a strategic decision rather than an abrupt departure, indicating careful planning behind the leadership change.
This collaborative approach to the transition demonstrates an attempt to maintain stability during what could otherwise be a disruptive period. The timing suggests that both parties recognized the need for fresh leadership to navigate current market challenges.
Vellani’s Experience
Christine Vellani brings extensive retail and operations experience, positioning her to guide Adore Me through innovation and market challenges. Her background spans multiple areas of retail management, giving her a comprehensive understanding of the complexities facing modern intimate apparel brands.
Vellani’s appointment reflects Victoria’s Secret’s confidence in her ability to balance operational efficiency with creative direction. Her experience in scaling retail operations could prove crucial as Adore Me seeks to expand its market reach while maintaining its core brand identity.
Origins of Adore Me
Adore Me began as an online brand focused on plus-size lingerie, later expanding to offer a broad size range that appealed to a wider audience. The company’s digital-first approach allowed it to build direct relationships with customers and respond quickly to market demands.
This evolution from a niche plus-size retailer to a broader inclusive brand demonstrated the company’s ability to adapt and grow. The expansion strategy proved successful in attracting Victoria’s Secret’s attention as a potential acquisition target.
Victoria’s Secret Acquisition
Victoria’s Secret acquired Adore Me in 2022 for $400 million in cash plus additional payments, integrating it into their broader retail strategy. The substantial investment reflected the parent company’s belief in Adore Me’s potential to capture market share in the growing inclusive lingerie segment.
The acquisition was part of Victoria’s Secret’s broader transformation strategy to move beyond its traditional image. By bringing Adore Me into its portfolio, the company aimed to tap into younger, more diverse customer demographics while expanding its size inclusivity offerings.
Investor Criticism
Some investors criticized the acquisition, claiming it has not produced strong returns and pointing to missteps in board-level decision-making. The concerns reflect broader skepticism about Victoria’s Secret’s ability to successfully integrate and grow acquired brands in today’s competitive market.
These criticisms have intensified as the parent company’s stock performance has struggled since the acquisition. Investors are questioning whether the premium paid for Adore Me will ultimately justify the investment, particularly given the challenges facing the entire intimate apparel sector.
Stock Performance
Shares of Victoria’s Secret have dropped by nearly half since its spinoff from L Brands in 2021, reflecting ongoing struggles in the lingerie market. The decline highlights the company’s challenges in adapting to changing consumer preferences and increased competition from newer, more agile brands.
This poor stock performance has put additional pressure on management to demonstrate the value of strategic decisions like the Adore Me acquisition. Shareholders are looking for concrete evidence that the company’s transformation efforts are producing measurable results.
Industry Competition
The company continues to face intense competition from emerging intimates brands, athleisurewear companies, and changing consumer preferences. New direct-to-consumer brands have captured significant market share by offering better size inclusivity, sustainable materials, and more diverse marketing messages.
Traditional retailers like Victoria’s Secret must now compete not only with established rivals but also with nimble startups that can quickly adapt to trends. The rise of athleisure and comfort-focused intimate apparel has further complicated the competitive landscape.
Outlook for Adore Me
With Vellani now at the helm, Victoria’s Secret is aiming to stabilize Adore Me and position it for growth in a shifting retail environment. The new leadership brings fresh perspectives on operational efficiency and market expansion strategies that could help the brand realize its potential within the Victoria’s Secret ecosystem.
The success of this leadership transition will likely depend on Vellani’s ability to maintain Adore Me’s distinctive brand identity while leveraging the resources and scale of its parent company. The intimate apparel market continues to evolve rapidly, making adaptability and innovation crucial for long-term success.
