When Tomima Edmark founded HerRoom in 1998, it was to meet a real challenge in the online shopping world. We could buy so many products online, why not lingerie? Department stores and specialty boutiques don't carry a wide range of brands and styles in all sizes and colors, making it difficult for many women to find what they needed. And yet, it seemed impossible to purchase clothing like bras, swimwear and shapewear without trying them on first. To answer that challenge, HerRoom was created and evolved with features designed to make online lingerie shopping as easy and enjoyable as possible. Check out some of our unique features.

More choices. HerRoom has the largest assortment of products of any lingerie site. Whether you wear a 30A or 52J, you'll find it.

Thorough product information. Not only do we have extensive photos and descriptions, but unlike other sites our content includes features like a measured image, to help you determine how a bra will fit on your body. We want you to know as much as possible before you buy. For instance, if you're looking for a push-up bra, we show you the inside of the cup so you can see exactly how it works. Fitter's comments and tips from Tomima give you even more product-specific information.

See It Under. Wonder whether a bra will work with your wardrobe? Every bra product page shows you how the bra looks under six different necklines. Universal Cup Size™. HerRoom's trademarked Universal Cup Size™ System (UCS™) takes all the guesswork out of bra sizing. Find your size in one brand and we'll show you your size (UCS™) across ALL brands. You can even search by your UCS. Real customer reviews in your size. It doesn't help much to know what a 32A thinks of a bra when you're a 38D. See what women who wear your size think. Even filter by ratings. We also offer responses to some reviews from the manufacturer or from our buying team. Know Your Breasts™ One reason it can be difficult to get the right bra fit is that size isn't the only factor. Breast shape and other variations also affect how a bra fits. Use our KYB bra finder to find the features and bras that best fit your unique shape.

Detailed site navigation.

Search not only by brand or by styles, but also by specific features. Just go to More Bra Styles-> in the navigation on the left and find just what you're looking for. 

Underwearing. This exclusive series takes a look at common wardrobe challenges for every figure and shows you the best lingerie solution.

HerRoom isn't some anonymous corporation or chain store. It's the brainchild of one person and has become the largest woman-owned lingerie retailer on the web. Tomima also gives back and has pledged a large sum to a cause dear to her heart: the US synchronized swimming program, USA Synchro. Tomima's expertise and that of her team brings women the most options and information so customers can easily find what they need and make the best choices.