CASE STUDY

MATERNITY & LINGERIE • FOUNDER STORY • EXIT

Belabumbum: From launch to acquisition

RESULT

Belabumbum was acquired by Adore Me in 2019 — its first-ever sister brand — after 14 years of growth into a globally recognized maternity and lingerie label.

SITUATION

Belabumbum launched in 2004 as a lingerie and swimwear brand with a supply chain built through women-owned factories in Latin America. When the 2008 economic crash hit, the business pivoted — identifying maternity as a category with real white space and redirecting focus there. That decision saved the company and defined its next decade.

TASK

Own and scale the maternity niche into a globally competitive brand — managing every business function, from product to e-commerce to wholesale to operations — through to a successful exit.

ACTIONS

• Developed and sourced product through women-owned factories in Peru, Colombia, Mexico, and Brazil

• Implemented Netsuite ERP — an early adopter move that streamlined fulfillment, accounting, and multi-channel operations from the start

• Built B2B channels with Nordstrom, Amazon, Target, and international boutiques

• Managed in-house fulfillment and 3PL partnerships; expanded the product line from maternity intimates into sleepwear and lounge

• Post-acquisition: led Belabumbum's integration into Adore Me — migrating from Netsuite to proprietary PLM, e-commerce, and fulfillment platforms — while owning product pipeline, cost analysis, and demand planning across stores, websites, wholesale, and marketplaces

PLATFORMS

Shopify • Netsuite • Klaviyo • Amazon Seller Central • Google Analytics • 3PL Systems

SKILLS

Brand Building • Product Development • Global Sourcing • E-Commerce Operations • B2B & Wholesale Sales • Demand Planning • Inventory Management • CRM • P&L Management • HR • M&A Integration • Omni-Channel Merchandising