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 seven 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
-
Plus Size Bra Fitting in Minneapolis: Bands to 48, Cups to O
Plus size bra fitting near Minneapolis, without the special-order runaround: what happens in a fitting at our Edina and Saint Paul boutiques, and the sizes we keep on the floor.
-
Full Bust Bra Fitting in Milwaukee: What a Real Fitting Looks Like
If you wear a larger cup and keep hearing that your size is special order, here is what a full bust bra fitting at our Brookfield and Mequon boutiques actually involves.
-
New in Madison: A Lingerie Boutique Where Your Size Is Already on the Shelf
Madison is Allure’s newest boutique, and the one where I still get asked what we actually do in there. The honest answer: we fit bras — 150+ sizes, no appointment, at 733 Hilldale Way.
-
Rebecca, On The Cover
Society Life Magazine put our Southlake store manager on the cover of their 20th annual Who’s Who in Business issue. A few words about why that one landed differently.
-
More Than A Measurement
A longtime friend of mine sent me a link to a story she had written about her daughter Danielle. Linda and I go way back and when I thought about it, it stopped me in my tracks thinking about the passage of time. Anyway, Linda and I shared very similar stories about our children, their…
-
More Than a Fit: Inclusivity and Fitting In
By Peter O’Malley & Deborah Mooney At Allure, we’ve been fitting people since 2003. That simple fact carries more meaning than it might seem. Long before inclusion became a cultural conversation, before terminology guides existed, and before brands competed to signal their values, we were quietly doing the work. A customer would walk in, call,…