The US clothing group Victoria’s Secret & Co. has successfully completed the takeover of the underwear supplier Adore Me Inc. announced at the beginning of November. According to a statement published on Tuesday, Victoria’s Secret has acquired all of the shares in the company, which was founded in 2011, as planned. According to the group, the purchase price consists of a one-off payment of 400 million US dollars (379 million euros) and performance-related components.

    Martin Waters, the CEO of Victoria’s Secret, was pleased with the “speedy execution” of the transaction. The new addition to the group portfolio should not only ensure fast, profitable growth in the future, but also strengthen the digital capabilities of the entire group with its proven “expertise and technology”.

    Last but not least, Victoria’s Secret relies on the “Home Try-On” service developed by Adore Me, a subscription model under which personalized laundry packages are sent to users to try on. The label has already successfully expanded this offer with the help of a “complex combination of its own logistics, algorithms and operational components”, explained the lingerie supplier. In the future, customers of the established group brands Victoria’s Secret and Pink could also benefit from such innovations.

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