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
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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