Who knew Angular could get any sexier?

Adore Me is a lingerie e-commerce startup disrupting the $24B US lingerie market. By injecting geeky tech sensibility to the traditional fashion space, the brand made its way to the top of the Inc. 500 list as the 2nd fastest-growing retail company in the US.

Adore Me has always been ahead of the tech-curve in the fashion industry: whether it’s A/B testing lingerie models or creating its own PLM tool to manage new designs, Adore Me has always looked for the best and newest way to optimize all aspects of its business. Now the company is taking the full-plunge into Angular, ahead of anyone else in the industry. As of April 2016, Adore Me’s mobile app – which drives 80% of the brand’s traffic – is 100% Angular and the goal is to be fully Angular on all websites by June 2016.

Angular has proven to be a strategic advantage for Adore Me, both on the back-end and front-end. With one unique back-end for all platforms (Android, iOS, mobile website and desktop website), developing new code is optimized and extremely efficient. With one front-end for both the mobile and desktop websites, a new feature only needs to be developed once to work everywhere. But using Angular is also a way for Adore Me to improve UX and really offer its millennial customers a seamless and flawless experience: with state-of-the-art transitions and steady user interfaces, Adore Me optimizes the way it interacts with its customers on all platforms.

“Our ability to be 100% on Angular is a strategic advantage for Adore Me and we’re committed to applying all of our efforts to it. Not only are we improving UX on the front-end, we’re also dedicating resources to the back-end and ERP development”.

Morgan Hermand-Waiche, founder and CEO of Adore Me

Three questions to Adore Me’s Angular expert, Cosmin B.:

How long have you been working on the Angular technology for?

I started working with Angular about three years ago. My first project was building a form builder, which was quite a challenge at the time. The project already existed using JQuery, but under a very naïve form and we needed so much more. Turns out that Angular proved to be the best solution: two code re-writes later my project was already in great shape.

Unfortunately, we ended up not moving forward with it – but unlike for most projects that end up being discarded, I was proud of what I did and learned: it was awesome!

What is the most complex Angular challenge you face today?

I have an important background in Perl programming, so while the structure and architecture of the Angular application feel okay, I constantly think of ways to improve the project’s maintainability in the long run.

On a more personal note, I’m having a really hard time letting go of JQuery!

Overall, how would you qualify working with Angular?

Well, it was love-at-first sight, until it wasn’t. This chart illustrates perfectly the love/hate relationship I had with Angular and how it evolved over time. After two weeks I was seriously considering going back to JQuery and forgetting I ever had anything to do with Angular.

But I quickly realized that I needed to learn for JavaScript and better understand the scope of certain Angular functionalities in order to better grasp its benefits. And so I started to read all of the documentation and to hang out on Google’s Angular community discussions in order to work better.

Overall, Angular has changed to way I code for front-end but not only: it’s enabled me to learn a lot of interesting things and to evolve not only as a front-end developer but also as a global programmer.

Beware; what’s coming is not for the faint of heart – geeks only:

Back when I started working with Angular, I had to put my project on mobile for production, but that wasn’t going so great as phones were slower at the time. I spent a few hours profiling and trying to figure out what to do to improve performance and that’s when I found this hidden gem, which is not part of the documentation:


Always count your watchers. Below is a piece of code that we use in development probably more than we do actual business code. It helps with profiling the end application before going deep dive into profiling. Since Angular 1.3 came out with one-time bindings, we constantly check the watchers to decrease their number as much as possible and increase bit by bit the overall performance.


To learn more about Angular at Adore Me and job opportunities within the Angular team in Bucharest, send an email angular@adoreme.com

Who knew Angular could get any sexier?

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