Tomima Edmark creates the Andra Group
Tomima Edmark, Inventor and Entrepreneur, founded the Andra Group, LP in 1998. Ms. Edmark realized that there was a very real gap in women’s opportunities to buy lingerie. Those choices were department stores, lingerie boutiques and mail order. The obvious problem with mail order at that time was obviously not being able to try on the lingerie and shapewear, which is very fit-sensitive. And although the customer could try them on in mall stores and boutiques, the issues were both lack of time to shop and knowledgeable fit information from salespersons. Ms. Edmark felt that consumers deserved the same ease in buying undergarments as tee shirts or music. This unconventional businesswoman turned to the new selling frontier, the Internet, and HerRoom was launched.
HerRoom & HisRoom
As CEO and owner of the Andra Group, Ms. Edmark has grown HerRoom into one of the largest women’s lingerie e-tailers. Tomima Edmark has given women and men a way to purchase lingerie and underwear in the privacy of their own homes. And HerRoom supplies extensive information on how to attain the best fit. Today, HerRoom offers bras, panties, thongs and sexy lingerie as well as sportswear, swimwear, sleepwear, shapewear, hosiery and lingerie accessories. The Andra Group is unique in providing the customer with as much information as possible about each item. The content team works hard to carefully research each product, writing descriptions with features and benefits and providing care information. The photography team takes still shots from several different angles, and shoots 360 degree spins on many items to give an excellent idea of how the item looks on figure.
HisRoom, also under the Andra Group “umbrella,” provides an equally great shopping experience. Including men’s underwear, sportswear, activewear, swimwear, sleepwear and socks, many in Big & Tall sizes. Both sides of the Andra Group corporate structure have succeeded in delivering what the modern customer needs, in a convenient, time-saving, informative way.