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]
Evidence: Victoria's Secret & Co. Annual Report on Form 10-K filed 2026-03-20, SEC EDGAR, 20 March 2026. Verified from filings; last checked .
Key facts
- Current owner
- Victoria's Secret & Co. verified
- Owned since
- 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.
What Victoria's Secret's annual report says about Adore Me
Sentences about Adore Me from Victoria's Secret's latest annual filing[1], copied word for word.
Additionally, Adore Me, our digitally-native intimates brand serves women across budgets and lifestyles.
Adore Me Adore Me is a direct-to-consumer lingerie and apparel brand focused on serving women across all budgets and phases of life.
We have one leased building located in New Jersey, which supports our Adore Me brand.
How often Victoria's Secret names Adore Me in its annual report
A plain count of the times the name appears in the text of each annual report, not counting the start of a sentence. A brand that an owner writes about more is usually one it treats as central. The brand is named less often than it was three years earlier.
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 →
See the full Victoria's Secret brand portfolio (3) →
Other brands owned by Victoria's Secret
Victoria's Secret controls 3 brands on Brandtree, 3 of them in apparel, footwear & accessories.
Also in apparel, footwear & accessories
- PINK (2002)
- Victoria's Secret (1977)
Other brands in underwear & intimates, and who owns them
The 44 brands in underwear & intimates on Brandtree belong to 14 owners. The largest is Gildan, with 9; Victoria's Secret has 3.
| Brand | Owner | Owner based in |
|---|---|---|
| Bali | Gildan | 🇨🇦 Canada |
| Bravissimo | Wacoal | 🇯🇵 Japan |
| Athena | Delta Galil | 🇮🇱 Israel |
| Calzedonia | Oniverse | 🇮🇹 Italy |
| Etam | Groupe Etam | 🇫🇷 France |
| Marie Jo | Van de Velde | 🇧🇪 Belgium |
| Aerie | American Eagle Outfitters | 🇺🇸 United States |
| Fruit of the Loom | Berkshire Hathaway | 🇺🇸 United States |
About the owner: Victoria's Secret
Victoria's Secret is a publicly listed company headquartered in Reynoldsburg, Ohio, United States, founded in 1977. Brandtree records 3 brands under its control, and it is listed as NYSE: VSXY.
Victoria's Secret was separated from Bath & Body Works in 2021 when their shared parent split in two. It dominated American lingerie for decades and then lost share heavily, having been slow to respond to competitors selling a wider range of sizes and a different idea of who the clothes were for.
Victoria's Secret: full profile, brands and acquisition history →
🇺🇸 Adore Me and other American brands
Brandtree records a controlling owner for 2,550 brands that began in the United States. 479 of them (19%) are now controlled by a company headquartered in another country; Adore Me is not one of them.
- 7 For All Mankind — Delta Galil 🇮🇱
- AKHG — Duluth Holdings 🇺🇸
- Aerie — American Eagle Outfitters 🇺🇸
- All in Motion — Target 🇺🇸
- Allen Edmonds — Caleres 🇺🇸
- Altra — VF Corporation 🇺🇸
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.
Is Adore Me still owned by Victoria's Secret?
Yes. As of 11 October 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 16 September 2026.
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