Allure Intimate Apparel was founded in 2003 in Southeastern Wisconsin. The idea came from Joy Anderson, mother of co-founder Peter O'Malley, who recalled a beloved bra-fitting shop from her childhood in Whitefish Bay and recognized that women still needed a boutique where comfort, support, and confidence came together.

A pivotal moment came in 2011 with the addition of Sarah Gash, now President, and Lindsey Belfield, Head Buyer. Their leadership transformed Allure's approach to fitting, launching extensive training on form and fit that turned the team into true experts. "We truly found our stride as fitters, recognizing the importance of a well-fitting bra," says Peter. "We became experts by listening to our customers."

What began as a single store has grown to seven locations across Wisconsin, Minnesota, and Texas. Today, Allure remains a family-owned, women-led business dedicated to celebrating women of every shape, size, and age — with a renewed focus on the personal, human connections that technology can never replace.