Adoreme.com, a lingerie and swimwear specialist, has launched its first line of Adore Me Active apparel.
The capsule collection, which includes tanks, long-sleeve tops, sports bras, a jacket, shorts and capris and ankle-length pants of spandex blends with nylon and polyester, is available in a range of fashion brights for spring and summer. Prices range from $49.95 to $59.95.
The e-commerce site’s founder and chief executive officer Morgan Hermand-Waiche said activewear was introduced due to growing consumer demand for dual-purpose apparel with an active look.
“We offer a very diverse product group ranging from bras and sleepwear to swimwear. We asked our customers what is the next new product category you would like to see us do, and they told us they were very keen about activewear,” said Hermand-Waiche.
The company’s business has grown significantly since its inception in 2012, and Hermand-Waiche expects activewear will ramp up sales even more in 2014. The company now has more than 100,000 customers, he said.
“In our first year, business grew 50 percent every month,” said Hermand-Waiche, noting that annual sales revenues were around $11 million.
The company recently hired Helen Mears, formerly a designer director at Victoria’s Secret, as head of design. The firm also brought on Patrick Adams as part of its official advisory board. Adams had previously served as senior vice president of marketing for Victoria’s Secret.