View Slideshow is moving from the boudoir to the beach.

Since its inception in November 2011, the online startup has generated monthly sales increases of 50 percent with its individualized virtual showrooms of sexy-looking lingerie, said cofounder and chief executive officer Morgan Hermand-Waiche. He projects the e-commerce site will generate revenues of between $1 and $2 million. About 20 percent of total sales are projected to be generated by swimwear, which launches this week.

In addition to Hermand-Waiche, who hails from a longtime family of merchants in France, Adoreme is the creation of cofounders Fabrice Grinda, who also founded, an online classifieds site, and Jose Marin, creator and ceo of, a consumer-to-consumer corporation in Latin America.

Instead of showcasing a range of lingerie styles for the site’s 50,000 members, the concept of Adoreme is one-on-one attention from lingerie stylists who create a new showroom each month for members. Lingerie styles, which are manufactured by Hermand-Waiche’s family-owned business, retail for $39.95 per set.
Lingerie consultations as well as shipping and exchanges are free, and members can skip a month if they don’t fall in love with an individualized collection. The same format will apply to swimwear.

Regarding why he opted to do lingerie and swimwear and not ready-to-wear or sportswear, Hermand-Waiche said intimates and swimwear are consumer-friendly categories, especially during tough economic times.

“Lingerie and swimwear are a crisis-resistant industry, meaning business is steady even during recessions. With swimwear we will further expand our presence in women’s fashion closets,” he said. “What makes Adoreme stand out among major competitors is the combination of a personalized experience and the fact that lingerie is sold online twice as much than other types of apparel. Most brick-and-mortar boutiques have not yet mastered the online selling domain. Adoreme recognized this and tapped the market with an affordable price-point.”

Describing how the Web site works, he said, “Anyone can be treated for free by our stylists, who create personal lingerie showrooms based on taste and preference of each individual. More, each showroom is monthly refreshed with the latest trends and seasonal products so our members have more to discover all the time. Among others, we added a swimwear collection and a corset collection is under way.…Our product range is very wide compared to many other sites and includes bras, briefs, baby dolls, sleepwear, sexy lingerie, bustiers, corsets, legwear and swimwear. We cover every size from petite to plus sizes and, unlike other sites, we don’t charge extra for that [full figures].”

The four stylists include Natalie Decleve, Dawn Del Russo, Jayda Audrick and Jennifer Carroll.

The target consumer is young, sophisticated and lives in the U.S. and Canada.

“Our typical customers are women between 20 and 35 years old who want to feel beautiful and buy designer quality lingerie without killing their wallets,” he explained.

Viral marketing is an important factor in cultivating clients.

“We are very friendly with viral marketing. First through social features on such as the capacity for people to invite friends and get rewarded with lingerie gifts. We also let people share their showrooms or comments on our products publicly. Finally, we have a strong presence on Facebook with a very active community on the fan page. We enable people to contact us 24/7, addressing all their style question or other concerns,” he explained.

As for the potential of selling swimwear online, he said the “potential is pretty big.”

“Swimwear is a great category that isn’t completely mature online yet. I want Adoreme to be part of the online businesses that will help the category to grow on the Internet,” he said.

Swimwear sets will retail for $39.95.

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