Who owns Adore Me?
Adore Me is owned by Victoria's Secret (the United States, NYSE: VSXY), which has owned the brand since 30 December 2022.[1] Adore Me was founded in 2011 in the United States and was independent until 2022.
Key facts
- Current owner
- Victoria's Secret & Co. verified
- Owned since
- Previous owner
- Independent (2011–2022)
- Owner HQ
- 🇺🇸 United States, Reynoldsburg, Ohio
- Origin
- 🇺🇸 United States
- Founded
- 2011
- Category
- Apparel, footwear & accessories › Fashion apparel › Underwear & intimates
- Parent ticker
- NYSE: VSXY
- Last verified
- · 1 sources
About Adore Me
Adore Me sold lingerie online by subscription in an unusually wide size range, positioning itself explicitly against the incumbent it was later bought by. Victoria's Secret acquired it in 2022 for about $400 million. The purchase gave the incumbent a subscription business and a customer base it had struggled to reach on its own, which is often cheaper than changing an established brand.
Ownership timeline of Adore Me
- 2022 – present Victoria's Secret [1] verified
Where Adore Me sits in Victoria's Secret
Controlling ownership as of . Brands grouped under the entity that owns them; large groups are collapsed.
Open the full Victoria's Secret ownership tree →
Other brands owned by Victoria's Secret
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Frequently asked questions
Who is the parent company of Adore Me?
The parent company of Adore Me is Victoria's Secret, a publicly listed company headquartered in the United States.
Is Adore Me American?
Yes. Adore Me originated in the United States in 2011 and its owner, Victoria's Secret, is also headquartered in the United States.
Since when has Victoria's Secret owned Adore Me?
Victoria's Secret has owned Adore Me since 30 December 2022.
Who owned Adore Me before Victoria's Secret?
Adore Me was an independent company from its founding in 2011 until Victoria's Secret acquired it in 2022.
Is Adore Me still owned by Victoria's Secret?
Yes. As of 8 September 2026, Adore Me is still owned by Victoria's Secret. The ownership record was last checked against primary sources on that date.
Sources (1) & corrections
Last verified . Every ownership fact above is backed by one of these primary documents. Numbers in brackets in the text refer to this list.
- [1] Victoria's Secret & Co. Annual Report on Form 10-K filed 2026-03-20 — SEC EDGAR, SEC Form 10-K, published 20 March 2026; retrieved 8 September 2026.
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