Adore Me shows love to expecting, new moms with acquisition

Fast-growing omnichannel lingerie startup Adore Me is expanding into the maternity apparel market.

Adore Me is acquiring Belabumbum, which specializes in ethically-sourced intimate apparel, pajamas, loungewear and activewear for expecting and new moms. Founded in 2001, Belabumbum sells its brand online and also wholesale to select retailers, including Nordstrom and Lord & Taylor.

The acquisition of Belabumbum is part of Adore Me's strategy to boost 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 it to leverage Adore Me's technology platform, production capacity, and delivery capabilities.

"We are honored and excited to have acquired Belabumbum, a beautiful maternity apparel brand with strong mission-driven values,” said Morgan Hermand-Waiche, Adore Me founder & CEO. “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,” said Rauch. “We understand the unique needs of expecting and nursing moms and are committed to supporting women through the early stages of motherhood."

Adore Me has been actively taking steps to expand its operations since the fall. Other notable recent moves include rolling out smart fitting room technology, opening a robotic distribution center, and launching the initial rollout of 300 planned brick-and-mortar stores. Adore Me is a recipient of a Chain Store Age 2019 Breakout Retailer Award.