Sex sells—specifically, in the $24 billion amply sized lingerie market—and True & Co. isn't the only tech-based startup hoping to upend undergarments.
Adore Me is a lingerie company that pitches itself as the Amazon meets Zara meets Victoria's Secret of e-commerce. The company sells all of its designs on the Adore Me website and mobile app. If you haven't heard about it yet, that might soon change. Adore Me has launched a national TV campaign, including spots on Bravo, Lifetime and MTV.
Adore Me also boasts Victoria's Secret former design director Helen Mears, and the secret to that lingerie giant's success is being revealed in ways it might rather cover up. On the 2014 Inc. 5000 list, Adore Me ranked No. 3 among the fastest-growing companies in New York City (out of roughly 200 New York City businesses).
The company also relies on some of the secrets of its shoppers: One of its differentiating factors is an online quiz that asks consumers what they are interested in so Adore Me can plan its inventory and designs accordingly.
It has raised $11.5 million in venture capital from investors, including Upfront Ventures, RedHills Ventures and Mousse Partners.