HerRoom

HerRoom is an online lingerie and apparel retailer based in Dallas, Texas. The business was founded by entrepreneur Tomima Edmark, who also created the TopsyTail hair accessory and operates the related men's underwear retailer HisRoom. HerRoom is part of The Andra Group, a privately held e-commerce business that Edmark began developing in 1998. The Andra Group's initial e-commerce operation launched in March 2000. HerRoom was created around the idea that consumers should be able to shop for bras and other intimate apparel without relying on department-store fitting rooms. The retailer's proposition combines a broad multi-brand assortment with online tools intended to make fit selection easier, particularly in a category where sizing varies substantially between manufacturers and styles. The related HisRoom site was introduced two years after the initial e-commerce launch and extends the group's offer into men's underwear and apparel. HerRoom's assortment has included bras, panties, swimwear, sleepwear, shapewear, hosiery, sportswear, athleisure, maternity wear, dresses, tops, pants, jackets, outerwear, lingerie accessories, and UGG lounge slippers. The business has also linked customers to HisRoom for men's underwear and clothing. Reference material describes HerRoom as carrying more than 250 brands, while HisRoom has carried dozens of additional men's brands; exact current assortment figures are not established here. A central part of HerRoom's differentiation has been its use of product visualization and fit guidance. Its See It Under feature was designed to show how a bra appears beneath different necklines, helping shoppers assess visibility under clothing before purchase. The retailer has also promoted Universal Cup Sizing, or the UCS Bra Sizing System, a web-based approach intended to help customers identify comparable fits across brands. Another tool, Know Your Breasts Bra Finder, uses questions and visual references relating to breast shape and personal characteristics to narrow product recommendations. Edmark reportedly spent several years developing that tool and consulted more than 500 women while collecting measurements and documenting breast types. The company's technology-led approach also resulted in a business-method patent. In 2011, Edmark received U.S. patent 8,078,498 for a method involving the use of back and side views, in addition to front views, in presenting apparel products online. In 2006, she filed to convert The Andra Group to limited-partnership status. HerRoom therefore represents both a specialty retail brand and an early example of e-commerce experimentation in intimate apparel, where fit education, product presentation, and category-specific merchandising are particularly important. Public reference material does not establish detailed recent financial results, a current executive roster beyond Edmark, or a confirmed present-day international operating footprint.

HerRoom emerged from The Andra Group, an e-commerce venture started by Tomima Edmark in 1998. Edmark had already gained recognition as the inventor of the TopsyTail hair accessory, but her later retail work focused on solving a different consumer problem: the difficulty of buying well-fitting intimate apparel in traditional stores. She developed an online business intended to let women shop for bras and related products without visiting department-store fitting rooms. The Andra Group's first e-commerce operation went live on March 3, 2000. HerRoom became the group's women's lingerie and apparel destination, while HisRoom.com was launched two years later to serve men's underwear and apparel shoppers. The two sites were related but organized around distinct customer segments. HerRoom's assortment developed beyond bras into panties, swimwear, sleepwear, shapewear, hosiery, sportswear, maternity products, athleisure, general apparel, lingerie accessories, and selected footwear and loungewear. From the beginning, the business sought to compensate for the limitations of online apparel shopping through specialized merchandising and fit information. HerRoom introduced See It Under, a product-page feature designed to show whether a bra would be visible beneath different necklines. This reflected a practical concern specific to intimate apparel: customers often need to evaluate not only whether a garment fits, but also how it works under the clothes they intend to wear. The retailer also developed tools intended to address inconsistent sizing between brands. Universal Cup Sizing, sometimes called the UCS Bra Sizing System, used an algorithmic approach to help shoppers identify equivalent or comparable cup fits across different manufacturers. HerRoom promoted this system as a way to reduce the confusion caused by brand-specific sizing conventions. Its Know Your Breasts Bra Finder took a more personalized approach, asking users questions about age and breast structure and presenting visual examples of different breast types. Edmark reportedly spent five years developing the tool and consulted more than 500 women in the process of measuring and documenting body characteristics. The Andra Group's corporate structure changed in 2006, when Edmark filed for limited-partnership status for the company. The business remained privately held and associated with Edmark. In 2011, she received U.S. patent 8,078,498 for an online product-display method that incorporated rear and side views alongside front views. The patent reflected the broader logic behind HerRoom's retail model: richer visual information could help customers make decisions about products that are difficult to assess remotely. HerRoom's public identity has consequently been shaped less by a single proprietary product than by its specialist retail assortment and its attempts to improve online fit guidance. It operates alongside HisRoom within The Andra Group and has been described as carrying a large number of lingerie and apparel brands. Publicly available reference material supplies limited information about recent ownership changes, financial performance, leadership beyond Edmark, geographic expansion, or current operating metrics. The brand is therefore best characterized as an active, privately held specialty e-commerce retailer with a longstanding focus on lingerie fit and online presentation.

• 2011

  Business-method patent awarded

  [1]HerRoomen.wikipedia.org

  Edmark receives U.S. patent 8,078,498 covering an online apparel presentation method using front, side, and back views.

• 2006

  The Andra Group files for limited-partnership status

  [1]HerRoomen.wikipedia.org

  Edmark files to organize The Andra Group as a limited partnership.

• 2002

  HisRoom launches

  [1]HerRoomen.wikipedia.org

  The related HisRoom.com site launches for men's underwear and apparel.

• 2000

  Initial e-commerce launch

  [1]HerRoomen.wikipedia.org

  The group's first online retail operation launches on March 3, 2000, forming the foundation for its specialty apparel sites.

• 2000

  See It Under feature is introduced

  [1]HerRoomen.wikipedia.org

  HerRoom introduces a bra-visualization feature showing how products appear beneath different necklines.

• 1998

  The Andra Group is established

  [1]HerRoomen.wikipedia.org

  Tomima Edmark begins developing The Andra Group as an e-commerce retail business.

A specialty online retailer positioned around broad lingerie selection, fit education, and technology-assisted shopping. HerRoom emphasizes product visualization and tools that help customers compare fit across brands and select bras for different body shapes and clothing necklines.

• Intimate apparel · 2000

  Bras and lingerie

  HerRoom's core assortment consists of bras and related lingerie from multiple brands. The retailer's fit-oriented tools, including Universal Cup Sizing and Know Your Breasts Bra Finder, are primarily designed to help shoppers navigate this category's differences in construction, cup proportions, and brand sizing.

• Apparel

  Women's apparel

  The assortment extends beyond intimate apparel to dresses, tops, pants, jackets, outerwear, sportswear, athleisure, and maternity wear. These products broaden HerRoom from a bra specialist into a wider women's apparel destination while retaining an emphasis on online product information.

• Apparel

  Sleepwear, swimwear, and shapewear

  HerRoom has carried several adjacent apparel categories, including swimsuits, nightwear, shapewear, hosiery, and panties. These products complement its lingerie business and address customers' needs for foundation garments, leisurewear, and body-contouring apparel.

• Retail technology feature · 2000

  See It Under

  See It Under is a product-page visualization feature intended to demonstrate how a bra appears beneath tops and dresses with different necklines. It addresses the styling and visibility questions that shoppers cannot easily answer from a conventional product photograph.

• Fit technology

  Universal Cup Sizing

  Universal Cup Sizing, also known as the UCS Bra Sizing System, is an algorithm-based online sizing approach intended to help customers find comparable bra fits across different lingerie brands. It responds to the lack of consistent sizing standards among manufacturers.

• Fit recommendation tool

  Know Your Breasts Bra Finder

  Know Your Breasts Bra Finder uses a questionnaire and visual references for different breast structures to guide customers toward suitable products. Development reportedly involved years of research and consultation with more than 500 women.

• 2011

  Protect a visual merchandising methodOther

  Background

  Online apparel shoppers benefit from seeing garments from more than one angle, especially when evaluating intimate apparel and fit.

  Action taken

  Tomima Edmark obtained U.S. patent 8,078,498 for a method using back and side views in addition to front views.

  Aftermath

  The patent formalized part of the technology-oriented merchandising approach associated with HerRoom.

  Source

• 2002

  Expand into men's underwear through HisRoomStrategy

  Background

  The Andra Group sought to extend its specialty apparel e-commerce model to a male customer segment.

  Action taken

  HisRoom.com was launched as a related site focused on men's underwear and apparel.

  Aftermath

  The group operated complementary women's and men's online retail destinations under the Andra Group structure.

  Source

• 2000

  Launch an online specialty lingerie retailerProduct launch

  Background

  Edmark identified difficulties associated with buying bras in department-store fitting rooms and pursued an online shopping model for intimate apparel.

  Action taken

  The Andra Group launched its initial e-commerce operation, including the HerRoom retail concept.

  Aftermath

  The launch established the foundation for HerRoom's fit-focused, multi-brand online retail model.

  Source

1. 1HerRoomen.wikipedia.org