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Adore Me: Online In China, More U.S. Stores

The first 1000 square foot Adore Me store on Staten Island
The first 1000 square foot Adore Me store on Staten Island

(Filed Under wholesale Lingerie News). Adore Me has begun selling online in China, while at the same time moving ahead with brick and mortar stores in the U.S.

A new physical store is projected to open at the end of November at the Bridgewater Commons mall in New Jersey, and the company is planning to soon open a pop up location in New York City.

“We successfully brought over 15k local Chinese shoppers to our store” using the online platform ShopShops, Iris Voltaire, an Adore Me spokesperson, wrote BODY in an email in response to questions. “On 9/23, we hosted our first shopping event in our Staten Island retail store,” she continued. “ShopShops is a livestream, interactive global shopping marketplace that connects brick and mortar retailers with consumers on their mobile devices. The video events are hosted by Chinese-speaking hosts. The host is an influencer-type and acts as stylist, fit model and translator to the viewers.”

Talking later on the phone with BODY, Voltaire explained that the company is still on track to introduce between 200 and 300 stores in the next five years as it had announced back in March. But she indicated the Adore Me approach will be to move slowly at first, gathering data from the results of each new opening.

For example, the company’s second physical store in New Jersey will be “three times as big” — at “over 3000 square feet” — as the first Adore Me store that opened on Staten Island in June. The larger format will allow the company to offer many more styles, she said, admitting that at the original store there are many fewer options than are available on its website. Also, while the Staten Island store is “cash less,” Adore Me will experiment with allowing cash (as well as credit) sales in New Jersey. There will also be larger changing rooms. “With each new store we will perfect the experience,” Voltaire declared.

An interesting note is that the New Jersey shop will be located in the mall right above a Victoria’s Secret. Pointing out that Adore Me offers plus size merchandise, she said the store will be “very body positive” and a “fun space,” not about “skinny models on the billboards and TV.”

An exact location and an opening date for the New York pop up store has not yet been determined, the spokesperson said.

As for the future expansion across the country, Voltaire pointed to a “partnership” with Brookfiled Properties. That company describes itself on its website as managing an “extensive portfolio of mall properties spans the nation, encompassing 163 locations across 42 states and representing over 146 million square feet of retail space.”

Manhattan-based Adore Me claimed sales of “over $100 million” in 2017, with “200 employees across the U.S. and Europe.” — NM

more wholesale Lingerie News >>

Published 10-09-2018 by Nick Monjo

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