Starting a small business is intimidating enough. Add to the equation that you'll be competing against lingerie powerhouse Victoria's Secret — which accounts for a whopping 62 percent of the market — and it could be downright terrifying.
But Morgan Hermand-Waiche, a Harvard graduate who founded online start-up Adore Me four years ago, saw it as an opportunity.
Similar to the backstory of Victoria's Secret, which was dreamed up when founder Roy Raymond was out shopping for his wife, Hermand-Waiche first got the idea for Adore Me while searching for an anniversary present for his girlfriend.
He was struck by how expensive such a tiny garment could be, and how few sizes were offered. After speaking with his family, friends and professors, Hermand-Waiche realized that a lingerie brand built on the concept of inclusivity "could really become a business," he said.