What Glamorise does

Glamorise Foundations, Inc. (DBA Glamorise) is a privately held, direct-to-consumer intimate apparel company founded in 1921 and headquartered at 48 W. 37th St., 6th Floor, New York, NY. The company designs and manufactures plus-size bras and lingerie exclusively for full-figured women, offering band sizes 30–58 and cup sizes B–K from its in-house New York City sewing studio. Its product portfolio is built around two proprietary technologies — WonderWire® (cushioned underwire that prevents the wire from contacting the body) and MagicLift® (wire-free crisscross lift) — and spans everyday, front-closure, wireless, sports (with moisture-wicking fabrics and bounce control), posture-back, minimizer, T-shirt, and full-coverage styles, plus accessories (lingerie bag $7.99, logo hat $18.00).

The business model is straightforward DTC e-commerce on Shopify (glamorise.com), with unit pricing typically in the $30–$70 range, free shipping, free 40-day returns, and a 30% off first-order incentive for email subscribers. Marketing is organic and content-led: a "Beyond The Bra" blog, social presence on Facebook, Instagram, Twitter, YouTube, and Pinterest, a commission-based affiliate program, and prominent customer reviews. Distribution is primarily direct, supplemented by a limited set of US boutiques and international shipping to Canada, the UK, and Germany. A "Sister Brand" listing for Wacoal on the storefront suggests a brand-family or distribution relationship that extends assortment without incremental design spend. There is no disclosed management team, no funding activity, and no revenue disclosure in the source material.

Name

Glamorise

Legal name

Glamorise Foundations, Inc.

Website

https://glamorise.com

Company type

Private

Founded year

1921

Operating status

Operating

Headcount range

51–100 employees

Short description

Glamorise is a privately held, direct-to-consumer plus-size bra and lingerie brand founded in 1921, designing from its New York City studio in sizes 30–58 and B–K cup using proprietary WonderWire® and MagicLift® technologies.

Ownership category

akta.pro rank

Product category

Plus-Size Intimate Apparel

NAICS

Apparel Accessories and Other Apparel Manufacturing (3159), Clothing and Clothing Accessories Retailers (45811), Clothing, Clothing Accessories, Shoe, and Jewelry Retailers (458)

SIC

Women's, Misses', Children's & Infants' Undergarments (2340), Retail-Women's Clothing Stores (5621), Retail-Apparel & Accessory Stores (5600)

akta.pro primary industry

Bras & Bralettes (CRAAAIAA)

akta.pro secondary industry

Intimates, Lingerie, Swimwear & Sleepwear Brands (CRAAAAAF)

Keywords

• Plus size bras
• Full figure lingerie
• Intimate apparel
• Wireless support bras
• Posture back bras

Headquarters

HQ city

New York

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Direct Product Sales: Glamorise generates revenue through direct-to-consumer sales of plus-size bras and lingerie via its e-commerce website. Customers purchase individual products at various price points ranging from approximately $29.90 to $70.00 per bra. The company also sells accessories including lingerie bags ($7.99) and logo hats ($18.00).

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Glamorise designs, manufactures, and sells plus-size bras and lingerie directly to consumers from its New York City studio. Its portfolio spans everyday, sports, posture, front-closure, wireless, minimizer, T-shirt, and full-coverage bras in band sizes 30-58 and cup sizes B-K, anchored by two proprietary technologies — WonderWire® (cushioned underwire) and MagicLift® (wire-free crisscross lift). The company also sells accessories such as a lingerie washing bag and branded hats.

Product overview

Glamorise is a plus-size lingerie and bra company founded in 1921, specializing in bras and lingerie for full-figured women with sizes 30-58 and cup sizes B-K. The product portfolio centers on core bra technologies including WonderWire (cushioned underwire for comfort), MagicLift (wire-free crisscross support technology), and various functional styles (front-closure, wireless, sports, minimizer, posture back, T-shirt, full-coverage). The company operates from New York City and maintains direct-to-consumer e-commerce operations, complemented by accessories including a Lingerie Bag for garment care and branded Logo Hats.

Differentiator

Problem solved

Functional benefit

Products and services

• WonderWire Bras

Quantifiable outcome

• 152,962 bras donated to charitable causes

Segments4 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature4 records

Scale indicators3 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Wacoal: Premium intimate apparel and bra brand with broad size ranges. Glamorise lists Wacoal as a 'sister brand' on its website, indicating shared distribution or ownership ties, and both compete in the women's bra category with comparable technology-driven positioning.
• Lane Bryant / Cacique: Largest US specialty plus-size apparel retailer with Cacique as its in-house intimates brand. Direct competitor to Glamorise in plus-size bras and lingerie, with broader omnichannel reach.
• Torrid: Direct-to-consumer and specialty retailer focused exclusively on plus-size apparel, including intimates. Competes with Glamorise for the same full-figured customer with a larger store fleet and broader category mix.
• ThirdLove: DTC-first intimates brand with extended half-size ranges and proprietary fit technology. Competes directly with Glamorise in extended-size bras and wireless/comfort innovation.
• Elomi: Specialty bra brand focused on fuller-figure and plus-size cup sizing (D+). Closest like-for-like competitor given its exclusive focus on full-bust support and fit.
• Goddess: Heritage brand specifically engineered for fuller-busted women (K cup and beyond). Comparable to Glamorise in cup-range breadth and support-oriented design philosophy.
• Leading Lady: Specialty intimates brand for fuller figures and maternity/nursing. Comparable niche focus to Glamorise with overlap in target customer and product categories.

Broad incumbents

• Bali / Playtex (Hanesbrands): Mass-market intimate apparel brands under Hanesbrands offering bras across standard and fuller sizes. Compete with Glamorise through broad retail distribution and brand awareness.
• Victoria's Secret: Largest US intimates brand. Less specialized in plus-size but competes at the margins of Glamorise's range and dwarfs the company in scale and marketing investment.
• Soma (Chico's FAS): DTC and retail intimates brand owned by Chico's FAS offering bras with extended sizing. Competes with Glamorise in the comfort/intimates DTC space with stronger capital backing.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• Xx.com/glamorisebras
• YouTubeyoutube.com/channel/UCVc-zh5iVtq_bPQnAIVhoew
• Facebookfacebook.com/Glamorise
• Instagraminstagram.com/glamorisebras
• Pinterestpinterest.com/glamorisebras

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Glamorise