Adore Me opens double-sized tech-enhanced store

By

Robin Driver

Published
Nov 11, 2019

Digital-first lingerie start-up Adore Me has opened its largest store to date in Tennessee’s largest shopping complex, Hamilton Place Mall, Chattanooga. Focusing on fit and customer experience, the new location features improved dressing rooms and fit technology.

 
The 7,000 -square-foot store is the brand’s sixth brick-and-mortar location. It is double the size of any of Adore Me’s previous stores and offers all of the brand’s product categories in its complete size range.
 
The extra space means that Adore Me has been able to create an expanded fit and consultation area in the store, which includes nine large fitting rooms, each divided into two spaces in a similar fashion to wedding dress fitting rooms. This allows sales assistants to enter without disturbing customers while they’re changing.

The area also features a 3D body scanner in order to give customers a more precise fitting, as well as a consultation desk, and a refreshments and snack bar.
 
The store’s decoration channels Adore Me’s “signature design,” pairing peach tones with flashes of light wood, and featuring mannequins of different sizes and colors, in line with the brand’s inclusive philosophy.
 
“It's exciting to see how far our retail team have come, opening our sixth store this past weekend,” commented Adore Me founder and CEO Morgan Hermand-Waiche in a release. With this beautiful and thoughtfully designed store we're hoping to make women feel comfortable trying on lingerie, as we've tried to perfect the retail experience with the help of smart design, technology and great people.”
 
Founded as an e-commerce company by Hermand-Waiche in 2011, New York-based Adore Me currently employs over 200 people in both the U.S. and Europe. The brand’s principal audience is urban millennials, and 80% of its traffic comes from mobile retail.