Online lingerie seller, AdoreMe Inc., is a brand known for inclusive sizing and body positivity.

After struggling for the the last few years, it appears to me Victoria’s Secret is on a mission to renew itself.  Former Amazon executive Chris Rupp recently joined as Chief Customer Officer, and will likely attempt a transformation and she did at Albertsons.  This acquisition is designed to help give Victoria’s Secret a new image reflecting body positivity and inclusive sizing rather than focused on supermodels.

The Wall Street Journal: Victoria’s Secret to Buy Lingerie Brand Adore Me for $400 Million