Resilience.
Another year where our team and community overcame endless unpredictability
Thanks you to every member of the Adore Me team, all of our incredible partners, and our amazing customers for all their support and hard work
The Year in Review
2021
2021
The Business
We built Adore Me to be resilient, but we never imagined a world where volatility became so routine.
I'm incredibly thankful for everyone on the team who kept pushing the company and our industry forward.
2022 - We're here for it.
Morgan H.
$200 million
In 2021, Adore Me crossed the $200 million revenue mark. 📈
That puts us well into the top 0.2% of ecommerce companies in the U.S. (source: McKinsey)
1.2 million
In 2021, we served well over a million active customers
#1
We were named the #1 Digital Native Growth Brand in the U.S. at the NPD x Curve Excellence Awards (source)
But this year was just as much about bringing our team back together in person:
34
We welcomed 34 new teammates across our offices 🙌🏼
42
Over forty teammates crossed an ocean to visit another office ✈️
45
There were endless happy hours and social events around the world (and you're all invited to the next one!) 🍻
1
..and one new global HQ in New York City
We moved into a new HQ at 401 Broadway, and can't believe it was only April 2021, because it feels like a lifetime ago.
Consider this an invitation to stop by!
@adoreme A sneak peek into Adore Me HQ—'cause we're obsessed. 💁♀️👏 ##theoffice ##tour ##nyc ##worklife ##nycvlog ##ClearGenius ##adoreme ##fypシ
♬ original sound - Adore Me
It was an amazing year, and the Adore Me story starts with the products we sell.....
A Standout Year For Our Business
A Standout Year For Our Business
Creation
993
This year we launched 993 new products 👙👗
That’s 22% more than in 2020, and 52%more than in 2019!
...and we keep pushing forward to make sustainable fashion more affordable and accessible♻️ 🌎 🌿
In 2021: We had 92 sustainable styles, which is 14% of all of our inventory!
A few product highlights from the year:
Pasties Nation
The Alyshia cat bra we launched for Halloween sold out in less than 10 days!
Bebe Rexha wore the Alyshia Pride version - we donated 100% of the proceeds to the Ali Forney Center
Crotchless and Bodysuits
The Danielle crotchless panties was one of our fastest-selling items (and ‘crotchless’ was one of the most commonly searched terms on our website 👀 )
The Clarisse bodysuit was also one of this year’s bestsellers in both core and plus sizes!
We also launched a new category: Loungewear
@adoreme Walking into the coziest time of year like... 👀 ##loungewear ##cozy ##cozyathome ##fall ##zedd ##squidgame ##adoreme ##fy ##fypシ
♬ original sound - Adore Me
But we have to reliably get our products to our customers...
The Products We Make
The Products We Make
Supply Chain
We're proudly making our supply chain more sustainable 🌍 📦:
In 2021, we made our entire transport supply chain carbon neutral
That means the emissions generated by products being shipped from the manufacturer and then to the customer are all offset
100% of our external packaging is now recycled and recycleable
Welcome to AMS 2:
In 2017 we launched our first built-from-scratch logistics center, Adore Me Services (AMS)
In 2021, we launched our 2nd logistics facility, AMS 2
The West Coast should now have shorter order processing times 🚀!
It’s the length of 3.4 football fields
We’ve had over 100k orders shipped since launch
We built a custom Warehouse Management System that's live across both centers
3 million
Thanks to both logistics centers, we've delivered nearly 3 million packages in 2021
AMS 2 has really cool things in the works, like a sustainable digital printer that will allow us to start experimenting with in-house production:
But our customers have to hear about us...
Delivering a Great Experience
Delivering a Great Experience
Marketing
In 2021, we kept growing our existing channels:
30 million emails
722k Instagram followers
3 million Facebook followers
But this was also a year of major experimentation
Bebe Rexha x Adore Me
We launched our first-ever celebrity partnership with the incredible Bebe Rexha.
TikTok
We were determined to crack TikTok
In March we had our first viral TikTok with Remi Bader
@remibader You wanted to see the back of my bathing suits.. here it is! @adoreme #adoremeambassador ♬ original sound - Remi Jo
...by the fall, hitting near 1 million views felt a bit more routine:
@adoreme @julia.berit is doing spooky season RIGHT. 👏 #spookyseason #styling #weekendvibes #halloween #MMKx007 #adoreme #curvy #fy #fyp ♬ original sound - Adore Me
Yup, that's the Alyshia cat bra you saw earlier 😀
...and we have been experimenting with in-house content to tell the stories of our team:
@adoreme A day in the life of our talented Social Media Coordinator, Maria! Anyone else swooning? 🤩 ##dayinthelife ##vlog ##socialmedia ##nyc ##adoreme ##fyp
♬ BRRRRR (CALL UP) - Trevor Bietz
Right before we moved to the new HQ
We're also proud of standing up for our Creators and community
Last February, we listed out what we felt were algorithmic discriminatory practices
We're taking a break from tweeting about lingerie today to have an important conversation about TikTok.
— Adore Me (@AdoreMe) February 4, 2021
The app's algorithm was openly built with discrimination at its core. They've said it's gotten better, but here's what we're seeing here at Adore Me.
A THREAD:
...and the world took notice (fyi, this is still an issue)
Live Shopping
We think Live shopping is going to play a major role in the future of retail:
We launched major internal production efforts with a broadcast on our own website, hitting over 25k simultaneous views:
And we sponsored major live shopping initiatives with NBC like Impulse Try with Remi Bader (yes, the same influencer we had our first viral TikTok with!)
and all of our brand efforts are built on our tech infrastructure:
Connecting With our Customers
Connecting With our Customers
Tech
Technology has always driven everything we do.
In 2021 we officially launched a new brand for our nearly 100-person strong UX + engineering teams:
Say hello to Adore Me Tech
Our goal with Adore Me Tech is to share everything we've learned back with the DTC community, and you can follow us on Medium and LinkedIn
We live and breathe data, so here are a few numbers capturing our 2021:
500 million
How many pageviews we served in 2021
100,000
How many visitors our applications could hold simultaneously
5,189
Total number of code reviews in 2021
150 million
Number of datapoints that drive our inventory management algorithms
134 Terabytes
How much data we look at, structured into 42,573 tables
11
How many teams participated in our 5th annual hackathon.
Fun Fact: A favorite from a previous Hackathon was the "Adoor App" that can remotely open the door to our Bucharest office 🤖
Zero
Most importantly, we had zero outage incidents
99.98% website uptime (the 0.02% downtime was planned maintenance) - that's a serious tech flex 🖥 💪
and we're growing our family...
Agile, Flexible, Resilient
Agile, Flexible, Resilient
Sister Brands
It's not just Adore Me - we've been growing our sister brands
$1.2 million
Our period panties brand, reached over a million in revenue on Joyja.com
29,000
We donated 29k panties to the I Support the Girls through our Joyja matching program
10%
Our newer sister brands are having an impact in our stores: Earth Republic and Nueskin contributed to 10% of store revenue in Q3
We've integrated Joyja and Prestige to TikTok to test TikTok as a shopping channel
We started the very first national TV campaign for a sister brand, as well as a number of out-of-home marketing efforts
We launched a clean beauty line for our Prestige brand's Down to Earth collection. Check out Vogue Business covering the launch
And major things are coming - we launched our first marketplace effort Sustainabl.com!!
Meet Our Sisters
Meet Our Sisters
Team
In 2021, we got to see each other in person again.
We had happy hours and game nights and pumpkin carving competitions and hackathons and lots of breakfasts and lunches and dinners at all our offices around the world: 🍾 🎉 🪅
Our Paris Office is growing!
Memes were born out of Adore Me Tech:
It was amazing to spend time together heading into the holidays:
Giving Back In Person
We partnered with the American Cancer Society to sponsor the Making Strides Walk in Central Park
We partnered with the Juvenile Diabetes Research Foundation to raise money with a cycling and product sales initiative:
and our team came together on the things that matter, speaking up on the topic of #StopAsianHate
We brought our Values Day tradition back at AMS:
Nothing captures the Adore Me energy like Halloween. As a team with a lot of creative people, we take Halloween very seriously:
@adoreme Can you tell what out favorite holiday is? 👻 ##halloween ##officetok ##spookyseason ##nyc ##officelife ##adoreme ##fy ##bts ##fypシ
♬ original sound - Adore Me
and there's always dancing
@adoreme Why u trippin' I ain't even do nothin'. 🙄 ##jerkchallenge ##officelife ##officetok ##adoreme ##holidayvibes ##fy ##fyp
♬ original sound - Adore Me