Victoria’s Secret Shakes Up Adore Me Leadership After Founder Exit

Victoria’s Secret is continuing to make management changes. The U.S. intimate apparel company, immersed for several years in a process of transformation and relaunch of the brand, has appointed a new captain for Adore Me, the company also of intimate that it acquired in 2022, according to Bloomberg.

From now on it will be executive Christine Vellani who will be in charge of leading the brand’s business, known for greater size diversity, a customer that at the time of the acquisition was far removed from the group’s base consumer. “It is the right time to seal a leadership transition that will allow Adore Me to grow,“ the company explained.

Vellani replaces Morgan Hermand-Waiche, the company’s founder, who launched Adore Me in 2011, solely through the online channel. At the time of the purchase by Victoria’s Secret, the brand already had a base of 1.2 million active users on the platform.

Victoria’s Secret’s sales stagnated in the last full fiscal year

“Vellani’s extensive experience in retail, operations and innovation make her well positioned to lead Adore Me in the future,“ said the U.S. giant. According to the same media, however, the decision was motivated by the low profitability generated by the company within the group.

Vellani has been part of Victoria’s Secret since 2019, when she joined the company as senior vice president of the brand strategy and sales planning department. Previously, the executive had also worked in other companies in the sector, such as Gap or The Limited.

This new change is part of the renewal of its top management that the retail giant is carrying out.Following the addition of Hillary Super as CEO in 2024, earlier this year the company also announced the creation of three new presidencies and the signing of a new creative director. Recently, the company also just announced the second runway show after its return to the catwalks, as well as the results for the 2024 fiscal year, in which it confirmed the stagnation of its business.