By  on April 2, 2013

DALLAS — Merchandise is randomly displayed in the warehouse for Herroom.com for a specific reason: It easier for shoppers to spot a pink Vassarette bra among a backdrop of shoulder pads and undies, rather than with an array of look-alike Vassarette packages.


There’s little else scattershot at this fast-growing business that went live in the e-commerce stone age of March 2000. The intimates Web site and its brother site, Hisroom.com, are generating $50 million in annual revenues and sales on track to double by 2015, said the e-tailer’s owner and founder Tomima Edmark.

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