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Adore Me Bras and Panties Land in Nordstrom Today

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Photo: @adoreme

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Lingerie e-commerce brand Adore Me thinks it has two differentiators to help it take on bra behemoth Victoria's Secret: price (matching sets sell for an average of just $40, which is about the price of one VS bra) and sizing (with 30A all the way up to 46G).

Now Adore Me, which previously made its name from its online subscription model, is getting in front of a big audience: The brand's bras and underwear lands in Nordstrom stores and on Nordstorm's site today.

"Adore Me has been going after Victoria's Secret by offering beautiful, fast fashion and affordable intimates in a size range twice as large as any of its competitors'," Camille Kress, Adore Me's head of business and brand development, told Racked via email.

"Partnering with Nordstrom is a way to reach more people offline, while strengthening the brand's credibility in the fashion industry."

Adore Me follows in the footsteps of e-commerce brand BaubleBar, which took its statement jewelry to Nordstrom in 2014. But unlike BaubleBar, Adore Me offers a Fabletics-style subscription that has prompted complaints from shoppers who didn't realize they were signing up for monthly charges. The brand's expansion into IRL with Nordstrom doesn't mean it's going to pivot from its online strategy. Instead the company hopes it can offer all things to all people, with both the traditional retail experience and an internet subscription model.

It also means it can take on Victoria's Secret — which reportedly accounts for 61.8% of the entire lingerie market more directly by reaching customers in malls and shopping centers. A curated selection of Adore Me merchandise will be available in five Nordstrom locations: Southcenter Mall in Tukwila, Washington; Cherry Creek Shopping Center in Denver, Colorado; Brea Mall in Brea, California; Arden Fair in Sacramento, California; and The Mall at Short Hills in Short Hills, New Jersey.

Adore Me merchandise sold at Nordstrom will retail for $39 to $49 per bra and $11 per panty. Here are few of the Adore Me products that will be sold at Nordstrom in June.

Behind The Scenes Of An Adore Me Photoshoot