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Adore Me acquires maternity brand Belabumbum

04
Mar '19
Pic: Adore Me
Pic: Adore Me
Adore Me, the disruptive ecommerce lingerie startup, has acquired 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.

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, according to a press release by Adore Me.

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.

“We are honoured 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,” said Morgan Hermand-Waiche, Adore Me founder & CEO.

“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,” said Rauch. (PC)

Fibre2Fashion News Desk – India


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