 | |
| Type | Private |
|---|---|
| Industry | Apparel |
| Founded | March 2000 |
| Founder | Tomima Edmark |
| Headquarters | |
Area served | Worldwide |
| Products | Underwear, lingerie, swimwear, loungewear, Panties, hosiery, sportswear |
| Owner | Andra Group, Inc. |
| Website | www |
HerRoom is an online lingerie and men's underwear retailer based in Dallas, Texas. It was founded and is owned by Tomima Edmark, inventor of the TopsyTail. [1] Edmark runs both HerRoom and brother site HisRoom, through her company, the Andra Group LLP.
In 1998, Edmark began an e-commerce retail start-up The Andra Group, Inc. [2] The initial e-commerce launch was on March 3, 2000. The men's site, HisRoom.com was launched two years later. [3] After listening to her friends' complaints that they hated having to try on undergarments in department store fitting rooms, she wanted to let women buy bras that fit online. [4] The HerRoom website also links to men's underwear and apparel under the HisRoom.com site. [5] [6] [7]
In 2006, Edmark filed for LP status for The Andra Group. [8]
In 2011, Edmark was awarded business method patent #8,078,498 for using back and side views as well as the front. [9]
HerRoom.com currently carries 254 total brands, the men's site HisRoom.com includes 87 brands. HerRoom.com's products include: panties, swimwear, sleepwear, shapewear, hosiery, sportswear, apparel (including dresses, tops, pants, jackets and outerwear), athleisure, maternity wear, lingerie accessories used for cleavage enhancement and UGG lounge slippers.
In 2000, HerRoom patented [10] and launched See It Under feature, is on the left side of individual bra item pages, and shows how that bra will show (or not) under different necklines of tops and dresses. [9]
Universal Cup Sizing, also known as UCS Bra Sizing System, is a web-based system using an algorithm so that women can find the same fit between different lingerie brands. [11] [12] [13]
Know Your Breasts Bra Finder is a multiple choice "test" that asks for age, and gives pictures of many different structural breast types to zero in on the customer's individual type, and gives results via e-mail. Tomima spent 5 years on this tool, bringing in over 500 women to measure and document. [4] [14] [15] [16]
Lingerie is a category of primarily women's clothing including undergarments, sleepwear, and lightweight robes. The choice of the word is often motivated by an intention to imply that the garments are alluring, fashionable, or both. In a 2015 US survey, 75% of women and 26% of men reported having worn sexy lingerie in their lifetime.
Frederick's of Hollywood is an American lingerie brand formerly with stores in shopping malls across the United States. In 2015, all 111 retail stores were closed in advance of a bankruptcy filing. The brand was acquired by Authentic Brands Group and was relaunched as an online-only store, FOH Online Corp. In 2018, Naked Brand Group, Inc. acquired FOH Online Corp.
A camisole is a sleeveless undergarment or innerwear typically worn by women, normally extending to the waist. The camisole is usually made of satin, nylon, silk, or cotton.
The history of bras is inextricably intertwined with the social history of the status of women, including the evolution of fashion and changing views of the female body.
Bra size indicates the size characteristics of a bra. While there are a number of bra sizing systems in use around the world, the bra sizes usually consist of a number, indicating the size of the band around the woman's torso, and one or more letters that indicate the breast cup size. Bra cup sizes were invented in 1932 while band sizes became popular in the 1940s. For convenience, because of the impracticality of determining the size dimensions of each breast, the volume of the bra cup, or cup size, is based on the difference between band length and over-the-bust measurement.
A sports bra is a bra that provides support to the breasts during physical exercise. Sturdier than typical bras, they minimize breast movement and alleviate discomfort. Many women wear sports bras to reduce pain and physical discomfort caused by breast movement during exercise. Some sports bras are designed to be worn as outerwear during exercise such as running. There are also sports bras with extra padding for exercises that involve some kind of trauma to the breasts.
A bra, short for brassiere or brassière, is a form-fitting undergarment that is primarily used to support and cover breasts. It can serve a range of other practical and aesthetic purposes, including enhancing or reducing the appearance of breast size and creating cleavage. Bras can also serve specific functions, such as nursing bras to facilitate breastfeeding or sports bras to minimize discomfort during exercise.
A training bra is a lightweight brassiere designed for girls who have begun to develop breasts, at Tanner stage II and III. The training bra is intended to be worn during puberty when the breasts are not yet large enough to fit a standard-sized bra. Training bras often provide minimal or no support, and may serve aesthetic purposes to fulfill cultural norms and local beauty standards.
Undergarments or underwear are items of clothing worn beneath outer clothes, usually in direct contact with the skin, although they may comprise more than a single layer. They serve to keep outer garments from being soiled or damaged by bodily excretions, to lessen the friction of outerwear against the skin, to shape the body, and to provide concealment or support for parts of it. In cold weather, long underwear is sometimes worn to provide additional warmth. Special types of undergarments have religious significance. Some items of clothing are designed as undergarments, while others, such as T-shirts and certain types of shorts, are appropriate both as undergarments and as outer clothing. If made of suitable material or textile, some undergarments can serve as nightwear or swimsuits, and some are intended for sexual attraction or visual appeal.
Kay Cohen is an Australian fashion designer and business woman based in Sydney, Australia. Cohen has led a number of lingerie design brands, most notably as Founder and Creative Director of Pleasure State and as General Manager and Creative Director of Elle Macpherson's Lingerie label Elle Macpherson Intimates, also Cohen is known as the inventor of the Biofit uplift bra.
Bare Necessities is an American lingerie, swimwear, and loungewear online retailer which was established in 1998 in Avenel, New Jersey. The company claims to be the second largest online retailer in the industry next to Victoria's Secret with over $66 million in revenues.
True & Co. is an American online lingerie startup, headquartered in San Francisco, California.
Adore Me is an American direct-to-consumer women's intimate apparel brand based in New York City. The company was started by Morgan Hermand-Waiche in 2010 while he was an MBA student at Harvard Business School and is a Certified B Corporation.
Tomima Edmark is an American entrepreneur, author, and inventor of TopsyTail, Halo Hat and Bowrette. She is the founder of HerRoom and HisRoom, an online lingerie and men's underwear retailer based in Dallas, Texas.
Wacoal is a manufacturer of women's lingerie and underwear, founded in 1949 in Japan by Koichi Tsukamoto. The company has divisions in North America and Europe, and manufactures the brands Wacoal, b.tempt'd, Elomi, Eveden, Fantasie, Freya, Lively, and Goddess.
Leonisa is a Colombian clothing company manufacturing and selling lingerie, shapewear, swimwear, underwear, and activewear for both men and women.
June Kenton is a British businesswoman who owned Rigby & Peller for 29 years. She received the official Royal Warrant at the time of her purchase of the company in 1982. Since then she has fitted several members of the British royal family, and several well-known actresses and entertainers.
ThirdLove is an American lingerie company founded by Heidi Zak and her husband David Spector in 2013. The brand is known for marketing body positivity and offering size-inclusive bras and half-cup sizes. The company produces bras in 78 different sizes. ThirdLove is also known for its online FitFinder quiz, which helps users determine their best fit bra and style.
Bendon Group is a New Zealand lingerie, underwear and sleepwear company. It includes the women's brands Bendon, Me by Bendon, Pleasure State, Lovable and Hickory, the fuller cup size brand Fayreform, and the men's brands Bendon Man and Davenport.