Victoria’s Secret Ends $400M Adore Me Subscription, Launches DailyLook Review
Victoria’s Secret & Co. has terminated the subscription model for its Adore Me brand—acquired for roughly $400 million in 2023—and converted it into a loyalty program, while closing Adore Me’s Mexico distribution center. The retailer has also launched a strategic review of DailyLook to assess its fit within the core portfolio.
1. Strategic Shift in Adore Me Subscription
Victoria’s Secret & Co. has discontinued the subscription service for its Adore Me brand, which billed customers monthly under a VIP membership model. The company is converting this subscription into a loyalty program intended to integrate Adore Me’s customer base more closely with its core offerings.
2. Strategic Review of DailyLook
The retailer has initiated a strategic review of DailyLook, the personal styling service acquired alongside Adore Me, to determine its role within long-term growth plans. Executives classify DailyLook as a digitally based premium subscription and a non-core asset, prompting evaluation of potential divestiture or integration.
3. Operational and Financial Adjustments
As part of the operational realignment, Victoria’s Secret closed Adore Me’s Mexico distribution center to streamline logistics and reduce costs. These changes coincide with continued sales growth at Victoria’s Secret, underscoring management’s focus on reallocating resources toward key brands.