|Products||Underwear, lingerie, swimwear, loungewear, Panties, hosiery, sportswear|
|Owner||Andra Group, Inc.|
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. The website was one of the first online retailers to present products with at least 3 different views per item and customer comments. The site also uses innovative tools like neckline overlays and measured drawings. 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.. 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.
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 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.
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.
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