HerRoom is an online

lingerie Lingerie (, , ) is a category of primarily women's clothing including undergarments (mainly brassieres), sleepwear, and lightweight robes. The choice of the word is often motivated by an intention to imply that the garments are alluring, fash ...

and men's

underwear Undergarments, underclothing, 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 o ...

retailer based in

Dallas, Texas Dallas () is the third largest city in Texas and the largest city in the Dallas–Fort Worth metroplex, the fourth-largest metropolitan area in the United States at 7.5 million people. It is the largest city in and seat of Dallas County ...

. It was founded and is owned by Tomima Edmark, inventor of the TopsyTail. Edmark runs both HerRoom and brother site HisRoom, through her company, the Andra Group LLP. Screenshot of See It Under feature of HerRoom

Screenshot of See It Under feature of HerRoom

History

In 1998, Edmark began an e-commerce retail start-up The Andra Group, Inc. The initial e-commerce launch was on March 3, 2000. The men's site, HisRoom.com was launched two years later. 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. The HerRoom website also links to men's underwear and apparel under the HisRoom.com site. In 2006, Edmark filed for LP status for The Andra Group. In 2011, Edmark was awarded business method patent #8,078,498 for using back and side views as well as the front.

Products

HerRoom.com currently carries 254 total brands, the men's site HisRoom.com includes 87 brands. HerRoom.com's products include:

panties Panties (in American English; also called pants, undies, or knickers in British English) are a form of women's underwear. Panties can be form-fitting or loose. Typical components include an elastic waistband, a crotch panel to cover the genit ...

, swimwear,

sleepwear Nightwear – also called sleepwear, or nightclothes – is clothing designed to be worn while sleeping. The style of nightwear worn may vary with the seasons, with warmer styles being worn in colder conditions and vice versa. Some style ...

shapewear Kim Kardashian in Shapewear-dress A foundation garment (also known as shapewear or shaping underwear) is an undergarment designed to impermanently alter the wearer's body shape, to achieve what some view as a more fashionable figure. The func ...

hosiery Hosiery, also referred to as legwear, describes garments worn directly on the feet and legs. The term originated as the collective term for products of which a maker or seller is termed a hosier; and those products are also known generically as ...

sportswear Sportswear or activewear is clothing, including footwear, worn for sport or physical exercise. Sport-specific clothing is worn for most sports and physical exercise, for practical, comfort or safety reasons. Typical sport-specific garments ...

, apparel (including dresses, tops, pants, jackets and outerwear),

athleisure Athleisure is a hybrid style of athletic clothing typically worn as everyday wear. Athleisure outfits can include yoga pants, tights, sneakers, leggings and shorts that look like athletic wear, characterized as "fashionable, dressed-up sweats a ...

maternity wear Maternity clothing is worn by women as an adaptation to changes in body size during pregnancy. The evolution of maternity clothing began during the Middle Ages, and became fashionable as women became more selective about style and comfort in the t ...

, lingerie accessories used for cleavage enhancement and UGG lounge slippers.

Features

In 2000, HerRoom patented 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 The neckline is the top edge of a garment that surrounds the neck, especially from the front view. Neckline also refers to the overall line between all the layers of clothing and the neck and shoulders of a person, ignoring the unseen undergarm ...

of tops and dresses. 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. 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.

References

External links

January 2010: Interview with Tomima Edmark
{{Lingerie Companies based in Dallas Lingerie retailers Online clothing retailers of the United States