Allure Intimate Apparel
"For Bras That fit"

     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 in a corner of our hometown, we learned the business of underwear.

     Hating to shop for bras 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, when I decided to 'make' the change we were looking for. I got the idea to learn everything I could about bras and lingerie and open up my own shop.
     After enlisting the aid of my husband Peter, who is the "Man Behind the Curtain" at Allure, our first little store was opened in the fall of 2003.   
     Simultaneously opening the store and raising our 4, 5, and 6 year olds was hard, but we kept our chins up and spread the word about our new service and beautiful products... Peter helped make my ideas come to life in our little shop that was all about women.
     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 was always the best and our customers raved about how fast and easy it was to be fitted and how much longer the bras lasted....not to mention how great they looked! And the pajamas and robes! Finding the best, softest fabrics and most flattering fits 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, our kids were all in high school and 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. The women on our staff are just like you and me. They're trained in bra and mastectomy fitting and each bring a personal touch to the whole experience. They're women who truly care about what they do and they care about how you feel. In fact, I think I can say that they'll change your feelings about bra fitting 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 shy or embarrassed to have a bra fitting, or to try on some "special occasion" lingerie or fashion bras. We've literally seen it all. 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.