Allure Intimate Apparel
"For Bras That fit"


Philosophy to live by... "I can't afford not to buy quality."

"These are the words of my Grandmother when she spoke about getting what you pay for, product longevity and your level of satisfaction with a purchase, no matter what that thing may be. In other words, why keep replacing the items you have when you can buy the best, use it longer and enjoy it more? With over 100,000+ bra fittings and over a decade of experience in fine lingerie, we bring you both. We know what works and lasts and we know what you'll LOVE!"

-Founder Peg O'Malley-


A little more about Allure...

Allure Intimate Apparel specializes in bra fittings, including plus size bras, and exceptional sleep and loungewear. Our staff is trained to help you find your perfect bra and foundation for everyday wear and social occasions, like weddings. While we offer some of our featured products online, our stores carry a much wider variety of products and services. Let us take the guesswork out of finding the perfect fit (with sizes A-K) and count on us to have the prettiest selection of fine European lingerie available anywhere!


Allure was born in 2003. In a little lingerie shop on a corner of our hometown, we learned the business of underwear.

Uninspired by bra shopping myself, and knowing that there had to be a better way of doing it, I set out on a mission to save the world one bra at a time. My name is Peg O'Malley and I'm the owner of Allure Intimate Apparel. For years I had listened to every woman I knew complain about their bras and how generally dreadful they felt about shopping for them. From this, I got the idea to learn everything I could about bras and lingerie and open up my own business. One year later, in the fall of 2003, we opened our first store.

We had clients coming from all over to have a fitting and get educated about the old fashioned concept of "You Get What You Pay For" and "Take Care of What You Have". The quality of our garments were always the best and our customers raved about how easy it was to be fitted. Our bras lasted longer and wow, women couldn't believe how a good bra could change the way they looked! And the pajamas and robes! Finding the best, softest fabrics and most flattering sleepwear was a passion. Changing into my own PJ's after work became my favorite part of the day!
Our incredible journey as a husband and wife team with an incredibly dedicated staff really worked and before I knew it, we were opening our fifth store at the Galleria in Edina, Minnesota.
We try really hard to make our stores warm and welcoming (find us in Mequon and Brookfield, Wi and in St. Paul, Maple Grove and Edina, MN) and make it our goal to provide the best service possible. Our associates are just like you and me. They're trained in bra and mastectomy fitting and each brings a personal touch to the whole experience. They're women who truly care about what they do and want you to feel your best. In fact, I think I can say that they'll change your feelings about bra fittings forever!
We've seen it all too, so don't be shy! If you're still reading this, I want you to know that you don't have to be embarrassed to have a bra fitting, or to try on some "special occasion" lingerie or fashion bras. We've literally seen everything. Every kind of woman in every shape and size...some have one breast smaller than the other, some have had breast surgery, some have lost or gained significant amounts of weight, and some just need a confidence boost. At Allure, we're here for all of you and it's our pleasure to help you find the figure you never knew you had!
If you're finally ready to wear a bra that feels great, or you just want to do something nice for yourself, Allure has your fit!
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"For most of history, Anonymous was a woman." -Virginia Woolf
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