NEW YORK, Feb. 27, 2019 /PRNewswire/ — Adore Me, the disruptive ecommerce lingerie startup, expands its portfolio with offerings for expecting and new moms.

Adore Me is announcing the acquisition of Belabumbum – the category leader for intimate apparel, sleep, lounge, and activewear for expecting and new moms. Founded as a social enterprise, Belabumbum has for over 15 years combined thoughtful design with luxe fabrics to help pregnant and breastfeeding moms stay comfortable, feel beautiful, and remember to take time to care for themselves.

Well known for its inclusive size range, Adore Me has grown exponentially over the past six years by combining a digitally native strategy with fashion forward design. The acquisition of Belabumbum is part of Adore Me’s strategy to boost further growth by broadening the product offering to serve new phases of a woman’s life. Belabumbum will operate as a wholly-owned brand within the Adore Me portfolio, enabling them to benefit from Adore Me’s tech savvy, production capacity, and advanced delivery expertise.

Morgan Hermand-Waiche, Adore Me Founder & CEO, states: “We are honored and excited to have acquired Belabumbum, a beautiful maternity apparel brand with strong mission-driven values. With this partnership, we are moving further towards our goal of bringing inner confidence for all women.”

Belabumbum’s Founder & CEO Heidi Rauch will join the Adore Me team to grow the Belabumbum brand, as well as lead new product development and delivery of the maternity category for Adore Me: “We are thrilled to partner with Adore Me to provide a seamless transition for their customer as she enters a new and exciting phase of her life. We understand the unique needs of expecting and nursing moms and are committed to supporting women through the early stages of motherhood.”

About Adore Me
Adore Me is a lingerie e-commerce company based in NYC with +200 employees across the U.S. and Europe. The company was started by Morgan Hermand-Waiche in his days as an MBA student at Harvard Business School. Adore Me offers designer, fast-fashion, affordable and inclusive intimates. The company has established a strong customer base of over 11M women, predominately urban millennials, and 80% of its traffic comes from mobile.

MEDIA CONTACT
Iris Voltaire
Business & Brand Development
iris@adoreme.com

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SOURCE Adore Me