Lingerie e-tailer Adore Me expands offline
In this article (5)
Lingerie e-tailer Adore Me says it plans to open between 200 and 300 stores during the next five years. The company will make its brick-and-mortar debut in New York City within the next few months, followed by up to 10 locations this calendar year and another 20 next year to gauge foot traffic in different locations.
The offline expansion will accelerate in subsequent years.
Adore Me founder and CEO Morgan Hermand-Waiche told The Wall Street Journal that online retailers need a physical store presence in order to compete with mainstream retailers.
“Victoria’s Secret is the big guy in the room. Even if we are successful for a digitally native brand, we will remain small compared to Victoria’s Secret.”
Adore Me is considering new formats for its stores, including bars where shoppers can relax with friends and showrooms allowing customers to try clothes on and have purchases shipped to their homes.
Questions & Answers
Q.What is the total number of physical stores Adore Me intends to open in the long term?
What is the total number of physical stores Adore Me intends to open in the long term?
Adore Me plans to open between 200 and 300 physical stores over the next five years. This significant expansion will accelerate after the initial few years of establishing brick-and-mortar locations.
Q.Why does Adore Me's CEO believe physical stores are necessary for an online retailer?
Why does Adore Me's CEO believe physical stores are necessary for an online retailer?
The CEO, Morgan Hermand-Waiche, believes online retailers need a physical store presence to effectively compete with larger, mainstream retailers. He noted that even successful digital brands remain small compared to established players like Victoria's Secret.
Q.What new store formats is Adore Me considering for its offline expansion?
What new store formats is Adore Me considering for its offline expansion?
Adore Me is considering innovative store formats such as bars, where shoppers can relax with friends. They are also exploring showrooms that allow customers to try on items, with purchases then shipped directly to their homes.
Q.How many stores does Adore Me plan to open in the current and following year?
How many stores does Adore Me plan to open in the current and following year?
Adore Me plans to open up to 10 locations this calendar year, following its debut in New York City. Another 20 stores are scheduled for the next year, which will help gauge foot traffic in different areas.
Reader pulse
Is Adore Me's physical store expansion a smart move?
22,278 votes so far