Scott Sekella

Person

Last mentioned: Mar 9, 2026

Timeline

  1. Public Disclosure

    Reports detail the conversion of Adore Me to a loyalty model and the review of DailyLook.

  2. Strategic Pivot

    CEO Hillary Super announces the end of the subscription model during the Q4 earnings call.

  3. Deal Completion

    The acquisition is finalized, integrating Adore Me's subscription tech into VSCO.

  4. Acquisition Announced

    Victoria's Secret reveals plan to acquire Adore Me for $400M to boost digital capabilities.

Stories mentioning Scott Sekella 1

market-trends Neutral

Victoria’s Secret Pivots from Subscription Model in $400M Adore Me Reset

Victoria’s Secret & Co. is discontinuing the subscription-based VIP membership for its Adore Me brand, converting it into a loyalty program. The retailer is also launching a strategic review of its DailyLook styling service, signaling a major shift away from the recurring revenue model that underpinned its $400 million acquisition.

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