Victoria’s Secret & Co. ends Adore Me subscription offering

Dive Brief:Victoria’s Secret & Co.ended the intimates subscription offering for its Adore Me business and converted it to a loyalty program, Chief Financial and Operating Officer Scott Sekella told analysts on an earnings call Thursday. The intimates retailer —which closed on the $400 million acquisition of Adore Me in 2023 —also exited Adore Me’s distribution center in Mexico and continues to assess the business, Sekella added.The retailer initiated a strategic review of the DailyLook business, which is an online personal styling service that it acquired through the Adore Me transaction, per a company earnings release.Victoria’s Secret & Co. reported fourth quarter net sales grew nearly 8% year over year to $2.27 billion and comparable sales grew at the same rate. The retailer expects full-year 2026 net sales to be in the range of $6.85 billion to $6.95 billion, which would be an increase of at least 4.5% from 2025.Dive Insight:Victoria’s Secret previously cited Adore Me’s subscription offering as one of several elements that would improve the lingerie giant’s customer experience and help modernize its digital platform.The deal to acquire direct-to-consumer intimates company Adore Me occurred prior to Hillary Super joining as Victoria’s Secret & Co.’s new CEO in 2024. Adore Me’s founder Morgan Hermand-Waicheleft the company in 2025 and Christine Vellani was named as the president of the DTC brand.Victoria’s Secret & Co.’s fourth quarter results also included a 14.5% drop in operating income and a 5% decline in net income for the period.The company’s results were a top- and bottom-line beat, according to Guggenheim Securities analysts led by Simeon Siegel. The move to conduct a strategic review of DailyLook helps to further the retailer’s focus on its core brands, the analysts said in an emailed note Thursday.The retailer will be opening a long-term, stand-alone pop-up for its Pink brand in the SoHo area of New York City later this year, CEO Hillary Super announced on the Thursday analyst call.“We are seeing a higher penetration of store sales for the Pink brand,” Super added.“So we are looking to create that special space and learn about that. Do I think that we would have a very significant Pink stand-alone strategy that comes out of it? Probably not.”The executive, however, noted that there could be further experimentation for Pink that comes from the pop-up experience.