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Founder and President of Andra Group, LP
Entrepreneur Tomima Edmark runs the Internet retail sites HerRoom.com and HisRoom.com, which exist as part of her parent company Andra Group, LP, based in Dallas, Texas. Visitors to Tomima Edmark’s HerRoom.com can shop for panties and bras by style or brand, with other options that allow browsers to view the newest fashions and sale items. Tomima Edmark created HerRoom.com as a retail site that offers “lingerie we buy for ourselves,” which means women can shop for items that are comfortable as well as stylish. Additional departments such as sleepwear, slips, swimwear, and maternity ensure that shoppers will find the products they need. Links to other Andra Group ventures, such as HisRoom.com and Tomima.com, increase ease of navigation between sites. Tomima Edmark’s related website HisRoom.com offers a range of shopping options for men, including undergarments, swimwear, sleepwear, and performance sportswear. Featuring popular brands such as Under Armour, Calvin Klein, Emporio Armani, and Commando, HisRoom.com provides added convenience for brand-loyal customers. Tomima Edmark has also enhanced the site with big-and-tall sizes, as well as specialty and novelty items, which adds another level of product access. Visitors who seek an entertaining and informational complement to their shopping experience can visit Tomima Edmark’s blog at tomima.com. Tomima Edmark, a lingerie and underwear expert, has created a very personable and unique collection of articles about HisRoom.com and HerRoom.com products, as well as the undergarment industry in general. Special contests make the site interactive, and a fitting guide provides women with solutions to their specific bra sizing problems. Tomima Edmark received her Master of Business Administration from The University of Texas at Austin and founded Andra Group, LP in 1999.
Tomima Edmark's Companies
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Andra Group LLP
1999
- Dallas, Texas
Founder / President
Instead of seeking a niche product with an uncertain shelf life, Edmark decided to try to build a business over the long term that offers products that never go out of fashion.
"The one thing I learned from having a one-hit wonder is [that] I wanted to build a long-term, cash-infusion business," says Edmark. She says she learned it's essential to focus on creating a business around products from which to build sales, as opposed to just a product that turns into a business. "I'm taking the slow and steady, turtle approach to growing the business instead of focusing on huge sales," she says.
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Tomima Edmark's Affiliations
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