Allure Intimate Apparel is a foundations and lingerie boutique with seven stores across Wisconsin, Minnesota, and Texas, built on a simple belief: every woman deserves a bra that truly fits. Since 2003, we've made the fitting room a warm, comfortable, pressure-free place — and no appointment is ever required.

What sets us apart is range and expertise. We carry 150+ bra sizes — bands 28 through 48, cups A through O — so the women other stores turn away are exactly the women we're built for. Our professional fitters work with hundreds of clients a day and have completed well over 810,000 bra fittings to date, and they understand the whole-body difference a well-fitting, supportive bra makes.

That depth has earned Allure recognition as a three-time "Best Lingerie Boutique in North America," along with 16 Intima Magazine nominations. Today we're the largest women-led, privately owned intimate apparel boutique in North America.

Beyond the perfect-fitting bra — traditional, sport, leisure, and nursing — Allure proudly carries a beautiful selection of swimwear, pajamas, robes, shapewear, and European lingerie for every woman.