Since 2003
Allure Insider
Founded in 2003, Allure Intimate Apparel began with a simple mission: to offer exceptional bras, underwear, sleepwear and lingerie for women of all shapes and sizes. Since then, Allure has expanded to six locations and earned the prestigious title of “Best Lingerie Boutique” in North America. Now, Allure is embarking on an exciting new phase, with plans for several new stores, two remodels, and a renewed focus on personal connections. In an increasingly digital and artificial world, Allure is re-prioritizing human interaction, ensuring we’re accessible and responsive to our customers directly. To share this journey, we’re launching a behind-the-scenes blog, showcasing the people and creativity that drive Allure—from our team to our partners as scene from “behind the lens.” Join us as we return to our roots and share our unique perspective. Subscribe to our blog and experience Allure, from our point of view, both past and present.
“Lingerie… a place where art & fashion meet form and function.”
P. O’Malley
LATEST POSTS
-
Recent TV Features Spotlight Allure Intimate Apparel in Madison & Milwaukee
Over the past month, Allure Intimate Apparel was thrilled to be featured in two exciting local TV segments that highlighted both community connection and expert lingerie education. Our first appearance was on Channel 3000 in Madison, where we promoted Hilldale’s festive North Pole Party holiday event. As a newer business in the Madison area, this
-
Bare Witness
Every day I bear witness to the female human condition at Allure Intimate Apparel. These intimate moments in the fitting room can be very dynamic, sad, complicated, inspirational and, for sure, transformational. Not just for me as a bra fit specialist but also for our customers. So many women are overwhelmed by their daily lives.
-
Dive Into Style with Tankinis, Bikinis & One Piece Swimwear.
The Hottest Petite to Plus Swimwear Trends at Allure Intimate Apparel. Summer is calling, and it’s time to make a splash! At Allure Intimate Apparel, we’re thrilled to unveil our curated collection of swimwear that blends contemporary trends with timeless elegance. Whether you’re planning a tropical getaway or simply soaking up the sun poolside, we’ve
-
Lise Charmel. Coming soon to Allure, your bra fit specialists!
The entire team at Allure Intimate Apparel is absolutely thrilled to announce that we’ll soon be carrying the exquisite Lise Charmel! We’ve long admired Lise Charmel’s dedication to unparalleled craftsmanship, luxurious fabrics, and intricate designs that empower women to feel confident and beautiful. This addition perfectly complements our curated selection of high-quality lingerie, and we
-
Allure Intimate Apparel: Bridal Lingerie
The Bridal Journey Begins: Finding Your Inner Glow Imagine stepping into Allure Intimate Apparel, a haven of exquisite fabrics and expert guidance. Our greetings are a warm smile and a promise of finding the perfect pieces to complement your bridal vision. This isn’t just shopping; it’s a personalized experience, a journey to discover the lingerie
-
The Evolution of Allure Intimate Apparel: A 21-Year Journey
Allure Intimate Apparel’s story began in 2003 with a vision from Joy Anderson, mother of co-founder Peter O’Malley. Recalling a beloved bra-fitting shop from her Whitefish Bay childhood, she dreamt of a high-end boutique catering to women of all shapes and sizes. A place where comfort and support would empower women to feel confident and