Lingerie e-commerce company Adore Me is set to acquire maternity brand Belabumbum in an effort to expand its portfolio with offerings for expecting and new mothers.

Belabumbum is the category leader for intimate apparel, sleep, lounge, and activewear for expecting and new moms.

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Adore Me founder and CEO Morgan Hermand-Waiche said: “We are honoured and excited to have acquired Belabumbum, a beautiful maternity apparel brand with strong mission-driven values. With this partnership, we are moving further towards our goal of bringing inner confidence for all women.”

Adore Me noted that the acquisition of Belabumbum is part of the company’s strategy to boost further growth by broadening the product offering to serve new phases of a woman’s life.

“We are thrilled to partner with Adore Me to provide a seamless transition for their customer as she enters a new and exciting phase of her life.”

The acquisition means Belabumbum will operate as a wholly-owned brand within the Adore Me portfolio.

Belabumbum will also benefit from Adore Me’s production capacity and advanced delivery expertise.

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Belabumbum founder and CEO Heidi Rauch said: “We are thrilled to partner with Adore Me to provide a seamless transition for their customer as she enters a new and exciting phase of her life.

“We understand the unique needs of expecting and nursing moms and are committed to supporting women through the early stages of motherhood.”

Last month, Adore Me unveiled a new 126,286ft² distribution centre featuring robotics technology in Secaucus, New Jersey, US.

The facility expands the company’s Adore Me Services, which is a part of its second phase of international expansion.

Adore Me has operations across the US and Europe and offers designer and fast-fashion.

The companies have not disclosed the deal value.