In 1998, Tomima Edmark, CEO and owner of HerRoom.com/HisRoom.com realized there was a gap in the options women had to buy lingerie; choices were department store, lingerie boutique or mail order. The question was why shouldn't consumers have the same ease buying bras that they had for, say, tee shirts or music? An entrepreneur with a series of unconventional successes, Edmark turned to the internet and HerRoom.com was born. HerRoom.com has become one of the largest online retailers in women's lingerie today. Edmark founded HerRoom.com to give women a way to effortlessly purchase lingerie online. Today HerRoom.com offers not just bras, panties, thongs, and sexy lingerie but also swimwear, sleepwear, shapewear, hosiery and much more. HerRoom.com is unique in that the company believes in providing the customer with as much information as possible about each lingerie item. The team works hard to carefully vet each product, write a unique description and photograph it from several different angles to create a positive, well-informed shopping experience. HisRoom.com represents the men's side of the house which also provides an equally great shopping experience by providing the male consumer with an easy way to buy underwear, socks and other basics online.