Lingerie e-tailer Adore Me says it plans to open between 200 and 300 stores during the next five years. The company will make its brick-and-mortar debut in New York City within the next few months, followed by up to 10 locations this calendar year and another 20 next year to gauge foot traffic in different locations.
The offline expansion will accelerate in subsequent years.
Adore Me founder and CEO Morgan Hermand-Waiche told The Wall Street Journal that online retailers need a physical store presence in order to compete with mainstream retailers.
“Victoria’s Secret is the big guy in the room. Even if we are successful for a digitally native brand, we will remain small compared to Victoria’s Secret.”
Adore Me is considering new formats for its stores, including bars where shoppers can relax with friends and showrooms allowing customers to try clothes on and have purchases shipped to their homes.