E-Commerce Lingerie Brand Gets Physical (With Stores), in Challenge to Victoria’s Secret

Lingerie startup Adore Me plans to open many of its retail shops near Victoria’s Secret locations

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Online lingerie seller Adore Me is planning to open its first U.S. stores —200 to 300 in the next five years—aiming to grab market share from industry leader Victoria’s Secret.

The New York-based startup hopes the physical stores will help it lure customers from Victoria’s Secret, which has about 1,200 stores in the U.S. and Canada.

“We don’t...