Online lingerie startup begins retail store push

The fast-growing Adore Me has big plans for brick-and-mortar.

The digitally native retailer has opened a store at Bridgewater Commons mall, in Bridgewater, N.J. The 3,600-sq.-ft space is the brand’s second physical store to date and double the size of its first location (photo above), which opened in June, at Staten Island Mall, in the Staten Island borough of New York City.

The two stores mark the start of Adore Me’s push into brick-and-mortar retailing. The brand plans to open 300 stores during the next five years. Upcoming locations in January include a 5,000-sq.-ft. location at Providence Place, Providence, R.I., and a 2,700-sq-ft. space at Willowbrook Mall, Wayne, N.J. Similar to Staten Island Mall, both centers are owned by Brookfield Properties.

The new Bridgewater outpost is designed to communicate Adore Me’s “Inner Confidence for All’’ mission, and features empowering quotes on walls and in fitting rooms. The space is colored in light pink hues, matching the brand’s online identity. Lounge areas encourage involvement with the space. (The store was designed by New York City-based Lawrence Group.) High-tech elements such as smart RFID fitting rooms and other technology will collect, analyze, and visualize data about in-store customer engagement.

Online, Adore Me is fueling its growth through international expansion. The brand launched its site in Australia last year as well as its full assortment of products to United Kingdom and China this year.