Adore Me, a lingerie brand, seeks to support climate tech startups in the apparel industry by introducing a startup accelerator program. This initiative involves providing access to its own supply chain data and manufacturing processes for experimenting with sustainable practices.
The Adore Me Sustainability Accelerator offers a partnership lasting six to twelve months, involving onboarding, testing, and integrating the startups’ technologies or services within Adore Me’s operations. Participants gain insights into the brand's internal workings to develop case studies and enhance their products for broader market applicability, including potential collaboration with Adore Me’s parent company, Victoria’s Secret. In return, Adore Me stands to benefit from the innovations these startups offer or the possibility of establishing long-term partnerships.
Unlike traditional accelerators, there's no guaranteed investment for the startups. Ranjan Roy, VP of strategy, notes that securing funding isn't the primary challenge for these companies; rather, demonstrating traction, scalability, and success pose the real hurdles.
The first cohort comprises five startups covering various areas from digital infrastructure to innovative materials. Adore Me's Paris operation will serve as the sustainability hub, with dedicated roles established. Plans are underway to establish an application process for future participants.
Having been acquired by Victoria’s Secret in 2023, Adore Me has been expanding its reach through partnerships, including one with Walmart. Simultaneously, the company has been actively pursuing sustainability goals since 2019, becoming the first lingerie brand to attain B-Corp certification.
The accelerator program, although officially announced recently, reflects Adore Me's ongoing commitment to collaborating with startups. It offers a unique opportunity for startups to trial their products and services within a mid-sized company, facilitating smoother integration compared to larger legacy brands.
Roy emphasizes the importance of driving processes that aid apparel companies in tracking their supply chain and reducing emissions. While Adore Me doesn't heavily market itself as a green brand, its efforts toward sustainability are significant for making a tangible impact.
Boosting climate tech startups aligns with the broader industry trend of addressing supply chain emissions. As companies face pressure to improve sustainability and agility, partnerships with specialized vendors offer a pathway to change.
For Marc Laurent, CEO of Carbonfact, partnering with Adore Me has been invaluable in refining their offerings and expanding their client base. The collaborative approach has yielded practical solutions for reducing emissions, demonstrating the value of entrepreneurial collaboration over mere financial investment.
Adore Me sees itself as a model for sustainability in the industry, focusing on operational improvements rather than consumer-facing initiatives. Collaborating with startups like Carbonfact has enabled it to make measurable progress in reducing emissions within its supply chain, showcasing tangible results over mere rhetoric.
In the realm of startup growth, tangible outcomes hold more weight than mere announcements or partnerships. Adore Me's initiative represents a tangible step towards driving sustainability in the apparel industry through practical collaboration and innovation.
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