HerRoom
HerRoom is a US-based, female-owned DTC e-commerce retailer selling 150+ lingerie and intimates brands, differentiated by proprietary fit technology — Universal Cup Sizing™ and Tomima's Bra Matchmaker — serving DD+ and specialty-size women shoppers nationwide.
- Company typePrivate
- Founded2000
- HeadquartersDallas, United States
- Headcount11–50
- GTM typeB2C
- OfferingDigital Commerce or Content
What HerRoom does
HerRoom is a US-based, female-owned direct-to-consumer e-commerce retailer specializing in women's lingerie and intimate apparel. Founded in 2000 by lingerie expert Tomima Edmark and operated under the Andra Group, the company sells bras, panties, swimwear, sleepwear, shapewear, hosiery, activewear, bridal lingerie, and accessories from 150+ brands (including Wacoal, Freya, Panache, Prima Donna, Chantelle, Elomi, Bali, and Natori) through its own website, shipping domestically within the United States with free shipping on orders over $75. The platform is differentiated by proprietary fit technology, most notably the trademarked Universal Cup Sizing™ (UCS®) system that translates bra sizes across USA, European, and U.K. standards for DD+ cup sizes, alongside Tomima's Bra Matchmaker Quizzes, The Fitting Room® guides, Tomima's Tips, and Cassie's Callouts editorial annotations.
The core commercial proposition targets the full-bust / DD+ and plus-size segments that struggle to find properly fitting bras in traditional retail, while also serving bridal, active, and plus-size shoppers across a value-to-luxury price range. Revenue is generated exclusively through transaction-based product sales with no subscription or recurring component; pricing is per-unit with regular promotional discounts of 30% off value brands and up to 50% off premier brands. Customer acquisition is driven by SEO-optimized content (The Fitting Room®, the HerRoom blog), an email newsletter, and an Impact.com affiliate program, with no physical retail or third-party marketplace presence. Operations are run from Dallas, Texas with a headcount of 11–50 employees and no disclosed external funding.
HerRoom firmographics
Firmographics- Name
- HerRoom
- Legal name
- Andra Group
- Website
- https://herroom.com
- Company type
- Private
- Founded year
- 2000
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- HerRoom is a US-based, female-owned DTC e-commerce retailer selling 150+ lingerie and intimates brands, differentiated by proprietary fit technology — Universal Cup Sizing™ and Tomima's Bra Matchmaker — serving DD+ and specialty-size women shoppers nationwide.
- Ownership category
- akta.pro rank
HerRoom industry classification
Industry- Product category
- Online Lingerie & Intimate Apparel Retail
- NAICS
- Clothing and Clothing Accessories Retailers (458110)
- SIC
- Retail-Women's Clothing Stores (5621)
- akta.pro primary industry
- Intimates, Lingerie & Sleepwear Retail (CRAAABAF)
- akta.pro secondary industries
- Bras & Bralettes (CRAAAIAA), Panties & Briefs (CRAAAIAB)
Keywords
Where HerRoom is headquartered
LocationHeadquarters
- HQ city
- Dallas
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
HerRoom business model
Business model- GTM type
- B2C
- Offering type
- Digital Commerce or Content
- Cost components
- Supply Chain, Marketing or Sales, Personnel, Technology or R&D, Operations, Infrastructure
Revenue model
- Product Sales: Direct retail sales of women's lingerie, bras, panties, sleepwear, swimwear, shapewear, and accessories. Transaction-based revenue from individual purchases with no subscription component. Offers value brands and luxury products across 150+ brands.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Individual product pricing across multiple brand tiers |
Go-to-market motion3 records
Distribution channels1 record
Marketing channels5 records
HerRoom product offering
Product offeringCore offering
HerRoom is a direct-to-consumer e-commerce retailer of women's lingerie and intimate apparel, carrying 150+ trusted brands (Wacoal, Chantelle, Prima Donna, Panache, Freya, Elomi, Bali, Natori, and others) across bras, panties, swimwear, sleepwear, shapewear, hosewear, activewear, bridal lingerie, and accessories. The platform differentiates through proprietary fit technology — Universal Cup Sizing (UCS), The Fitting Room fit tools, Tomima's Bra Matchmaker Quizzes, and the BraFinder — and through expert fit content on every product. The company fit-tests all merchandise and serves customers seeking specialty sizes, particularly DD+ and full-figure.
Product overview
HerRoom is a female-owned e-commerce platform specializing in women's lingerie and intimate apparel. The platform offers over 150 trusted lingerie brands including Wacoal, Freya, Panache, Prima Donna, Chantelle, Elomi, Bali, Natori, and more. The core offering consists of bras, panties, swimwear, sleepwear, shapewear, hosiery, activewear, bridal lingerie, and accessories. The platform differentiates through proprietary fit technology including Tomima's Bra Matchmaker Quizzes, The Fitting Room tools, and the exclusive Universal Cup Sizing™ (UCS) system that translates sizes across brands for DD+ cup sizes. The company fit-tests all products sold and provides expert fit information through Tomima Tips and customer reviews.
Differentiator
Problem solved
Functional benefit
Brands
- HisRoom: Related e-commerce platform for men's lingerie and intimate apparel.
Products and services
- Bras Wide assortment of bras covering 30A to 52J (including UCS sizes) across styles such as backless, balconette, bralette, bustier, comfort, convertible, corset, front closure, full coverage, lace, longline, mastectomy, minimizer, nursing, plunge, push-up, racerback, seamed cup, seamless, sexy, sheer, shelf, sports, strapless, T-shirt, training, underwire, unlined, wireless, and GLP-1-friendly. Sourced from 150+ brands including Wacoal, Elomi, Chantelle, Prima Donna, Panache, Freya, Bali, Fantasie, Vanity Fair, Glamorise, and Playtex.
- Panties Assortment of panty styles including bikini, boyshort, brief, shaping, cotton, hi-cut brief, hipster, lace, leak proof, multipacks, plus size, satin, sheer, seamless, sexy, and thongs from brands such as Bali, Calida, Calvin Klein, Chantelle, Cosabella, Fruit of the Loom, Hanky Panky, Hanro, Maidenform, Natori, Rhonda Shear, Shadowline, Teri, Vanity Fair, Wacoal, and Warner's.
- Swimwear Swimwear collection including one-piece swimsuits, bikini tops and bottoms, tankinis, beach cover-ups, athletic swimwear, bra-sized swimsuits, DD+ swimsuits, plus size swimwear, modest swimwear, sexy swimwear, sheer swimwear, slimming swimsuits, rashguards, bandeau bikinis, halter, triangle, swim skirts, cheeky, side tie, and high-waisted styles from Freya, Fantasie, Miraclesuit, Sunsets, Panache, Pour Moi, Anita, Elomi, and Prima Donna.
- Sleepwear Sleepwear options including babydolls, caftans, nightgowns (including cotton), chemises, loungewear, pajamas, robes, slippers, sleep tops, sleep bottoms, and sexy sleepwear, including plus size sleepwear selections.
- Shapewear Shapewear offered at multiple control levels (extra firm, firm, medium, light) targeting specific areas including all over, back, butt, hips, legs, thighs, tummy, and waist.
- Hosiery Hosiery products including leggings, stockings, fishnet tights, knee highs, pantyhose, patterned tights, socks, thigh-high stockings, and tights.
- Activewear Activewear assortment including sports bras at high, medium, and low impact, athleisure, base layers, bottoms, jackets, hoodies, socks, and t-shirts.
- Bridal Lingerie Bridal lingerie collection covering bridal bras, hosiery, panties, plus size, sexy, shapewear, and slips for weddings and bridal occasions.
- Lingerie Accessories Lingerie accessories including adhesive products, bra extenders, breast pads, fashion tape, garters, garter belts, mastectomy bras, and nipple covers.
Quantifiable outcome
- Over 150 trusted lingerie brands available in one place
- +2 more outcomes
Companies that use HerRoom
Customer profileNamed customers5 records
Segments5 records
Ideal customer profiles2 records
HerRoom technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Feature4 records
HerRoom partnerships and signals
Strategic signalScale indicators3 records
Recent moves5 records
Expansion highlights5 records
HerRoom competitors and assessment
Company assessmentBroad incumbents
- Amazon: Dominant online marketplace where many of the same 150+ brands HerRoom carries are also sold. Competes on price, Prime shipping, and convenience, pressuring HerRoom's customer acquisition and pricing power.
- Aerie (American Eagle Outfitters): Specialty intimates, loungewear, and activewear brand carried within AEO's broader apparel portfolio. Overlaps with HerRoom's sleepwear, bralettes, and inclusive sizing focus as a competing destination for younger shoppers.
- Victoria's Secret: Largest US specialty intimates retailer with both stores and strong e-commerce, plus owned brands (Victoria's Secret, PINK, Adore Me). Overlaps with HerRoom's core bra and lingerie business but at vastly greater scale and with private-label margins.
- Lane Bryant: Specialty plus-size apparel and intimates retailer with physical stores and e-commerce. Comparable in addressing plus-size and full-figure lingerie customers, though broader in apparel scope.
Direct peers
- Savage X Fenty: DTC intimates and loungewear brand with strong digital-first marketing, membership model, and inclusive sizing. Comparable as a digitally native lingerie brand competing for the same modern women's intimates customer.
- ThirdLove: DTC lingerie brand built around proprietary half-cup sizing and a fit quiz. Comparable as a digitally native intimates retailer competing for the same fit-conscious customer, with stronger VC-backed marketing scale but narrower catalog.
- Adore Me: DTC intimates brand and marketplace (now under Victoria's Secret & Co.) offering bras, lingerie, sleepwear, and activewear with its own fit technology. Comparable in category breadth and digitally native customer acquisition.
- Bare Necessities: Long-standing online specialty lingerie retailer carrying 150+ brands with similar DD+ and bra-fitting focus. Directly comparable in product breadth, sizing depth, and DTC e-commerce model targeting the same underserved fit customer.
- True & Co: DTC intimates retailer whose FitQuiz and bra try-at-home model directly competes with HerRoom's UCS and quiz-based fitting approach for DD+ and hard-to-fit shoppers.
- Lingerie Diva: Online specialty lingerie retailer focused on hard-to-find sizes and inclusive sizing. Comparable in DTC-only model and niche specialty positioning serving customers underserved by department stores.
Market position
Strengths4 records
Weaknesses4 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
HerRoom social profiles
Digital presenceHerRoom financial estimates
Financial estimateRevenue estimate
Valuation estimate
HerRoom leadership team
Management profileNumber of profiles
Profiles1 record
HerRoom funding detail
Funding detailFunding overview
Funding rounds
Investors
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
HerRoom M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about HerRoom
What does HerRoom do?
HerRoom is a direct-to-consumer e-commerce retailer of women's lingerie and intimate apparel, carrying 150+ trusted brands (Wacoal, Chantelle, Prima Donna, Panache, Freya, Elomi, Bali, Natori, and others) across bras, panties, swimwear, sleepwear, shapewear, hosewear, activewear, bridal lingerie, and accessories. The platform differentiates through proprietary fit technology — Universal Cup Sizing (UCS), The Fitting Room fit tools, Tomima's Bra Matchmaker Quizzes, and the BraFinder — and through expert fit content on every product. The company fit-tests all merchandise and serves customers seeking specialty sizes, particularly DD+ and full-figure.
Is HerRoom a public or private company?
HerRoom is a private company. It is classified as founder individual operated bootstrapped and is currently operating.
When was HerRoom founded?
HerRoom was founded in 2000. It employs 11 to 50 people.
Where is HerRoom based?
HerRoom is headquartered in Dallas, United States, in the North America region.
How does HerRoom make money?
One revenue line is on record: product Sales.
Who are HerRoom's main competitors?
Broad incumbents on record are Amazon, Aerie (American Eagle Outfitters), Victoria's Secret and Lane Bryant. Direct peers are Savage X Fenty, ThirdLove, Adore Me, Bare Necessities, True & Co and Lingerie Diva.
Does HerRoom have an API?
No public API is recorded for HerRoom.
What industry is HerRoom in?
HerRoom's product category is Online Lingerie & Intimate Apparel Retail. Its primary akta.pro industry code is CRAAABAF, Intimates, Lingerie & Sleepwear Retail, with a secondary code of CRAAAIAA, Bras & Bralettes. Its NAICS code is 458110 and its SIC code is 5621.