HerRoom
 | |
| Company 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 operates as a digital retailer specializing in women's lingerie and men's underwear, headquartered in Dallas, Texas. The company was established and remains owned by Tomima Edmark, the creator of the TopsyTail.[1] Edmark manages both HerRoom and its counterpart HisRoom through her enterprise, Andra Group LLP.
History
Edmark initiated an e-commerce venture named The Andra Group, Inc. in 1998.[2] The official launch of the online retail platform occurred on March 3, 2000. Two years later, the men's-focused site HisRoom.com was introduced.[3] Motivated by friends' dissatisfaction with trying on undergarments in traditional department store fitting rooms, Edmark sought to provide women with an option to purchase well-fitting bras online.[4] The HerRoom website also directs customers to men's underwear and apparel via the HisRoom.com platform.[5][6][7]
In 2006, Edmark formalized The Andra Group's status by filing for Limited Partnership designation.[8]
By 2011, Edmark secured a business method patent (#8,078,498) that incorporated multiple garment views including back and side perspectives alongside the front.[9]
Products
HerRoom.com offers a selection of 254 brands, while its men's counterpart, HisRoom.com, features 87 brands. The product range on HerRoom.com encompasses panties, swimwear, sleepwear, shapewear, hosiery, sportswear, and various apparel items such as dresses, tops, pants, jackets, and outerwear. Additionally, the site provides athleisure, maternity wear, lingerie accessories designed for enhancing cleavage, and UGG lounge slippers.
Features
In 2000, HerRoom introduced and secured a patent for the See It Under feature, which is displayed on the left side of individual bra product pages. This tool demonstrates how a particular bra will appear under different necklines of tops and dresses.
The Universal Cup Sizing system, also referred to as UCS Bra Sizing System, is an online algorithm-based solution that helps women identify consistent bra fits across various lingerie brands.
The Know Your Breasts Bra Finder is an interactive multiple-choice assessment that requests age information and presents images of numerous breast structures to determine the customer's specific breast type. Results are delivered via e-mail. Tomima dedicated five years to developing this tool, involving over 500 women in measurement and documentation efforts.
References
- ↑ "The creator of the TopsyTail on life after overnight success — and why it's better to play the long game". Bizjournals.com. Retrieved 3 March 2016.
- ↑ Stross, Randall (23 February 2013). "There Is an Algorithm for Everything, Even Bras". The New York Times. Retrieved 3 March 2016.
- ↑ "Online retailer HerRoom.com aims to make bra shopping better". Bizjournals.com. Retrieved 3 March 2016.
- ↑ Olson, Elizabeth (17 August 2012). "Finding the Best-Fitting Bra With Technology's Help". The New York Times. Retrieved 3 March 2016.
- ↑ "Tomima Edmark, inventor of TopsyTail and founder of HerRoom.com and HisRoom.com". Entrepreneur.com. Retrieved 3 March 2016.
- ↑ Zinko, Carolyne (8 February 2013). "Mary Green keeps low profile with lingerie company". SFGate.com. Retrieved 3 March 2016.
- ↑ "Herroom Makes Lingerie Shopping Online Easy". WWD.com. 2 April 2013. Retrieved 4 March 2016.
- ↑ "Andra Group Genpar, Llc". TexasCorporates.com. Retrieved 3 March 2016.
- ↑ "The TopsyTail Inventor Scores Again". Dmagazine.com. 24 June 2013. Retrieved 3 March 2016.