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Agenda-setting intelligence, analysis and advice for the global fashion community.

Why Acquiring a Hot DTC Brand Rarely Lives Up to Its Promise

Victoria’s Secret acquired e-commerce brand Adore Me this week, in what’s likely to be the first of many deals between strategics and fast-growing start-ups. But if history is any guide, there’s no guarantee that Adore Me will help usher Victoria’s Secret into the future.
A model wears a lilac lace detailed bra with wave patterned leggings for an Adore Me campaign.
Victoria’s Secret acquired e-commerce brand Adore Me this week, in what’s likely to be the first of many deals between strategics and fast-growing start-ups. (Adore Me)

As the market for fashion start-ups turns ice cold, many of these upstarts would be so lucky to find themselves in the same position as Adore Me.

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