Why Buy Smart and Sexy Underwire Bras? Like the name says, you'll feel smart for buying such affordable lingerie and sexy for looking stylish and seductive. This private label company, which creates hundreds of styles and millions of garments a year, knows what women want and makes sexy lacy bras, thongs and more that make every day feel like a special occasion at budget-friendly prices.
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Welcome to HerRoom, the world’s premier online lingerie authority. Founded by Tomima Edmark in 1998, HerRoom has grown from bras and panties to include swimwear, sleepwear, and beyond. We offer over 250 brands, from classic brands you love like Wacoal, Chantelle, and Vanity Fair, to some you may not have heard of—Fantasie, Prima Donna, Elomi—but are sure to love. We work hard to provide you with as much information as possible, including extensive fit information, measured drawings of each bra, and honest customer reviews. Whether you’re a 28A or a 58J, we’re confident you’ll find something you love at HerRoom!