About Us

Over the years, the Town Shop has become the most famous lingerie store in New York City. We specialize in lingerie, and more specifically, the delicate art of fitting. While visiting the Town Shop, each customer enjoys individual attention from experienced fitters who are trained to determine her correct size.

This exceptional level of customer service has been the key to our success for over 4 generations. We take pride when our customers declare 'From the first bra to the last'. As a compliment to our renowned in-store services, Town Shop favorites are now available for purchase from the comfort of your own home or wherever you may be surfing the web!

IN 1888

Great Grandfather Sam Koch opens the family store on Bleecker Street in Greenwich Village

IN 1937

Store moves to Upper West Side

IN 1940

Selma Koch takes over the reins. Takes the store to higher levels and makes it 'the place for bra fittings'.

IN 2013

Store moved across Broadway to its current location.

IN 2018

Current owner Dan Koch does something great grandfather Koch never imagined - starting the online store

While we understand that finding the perfect fit can be somewhat challenging, you can rest assured that each item on our site has been hand-picked by our expert buyer. All of these items have been a success in our store and received the Town Shop Seal of Approval. The fabulous products we choose to feature on these pages are known for providing the highest level of customer satisfaction, time and time again.

Town Shop is a destination to purchase your wedding trousseau, that special something for your special someone, or an alluring Valentine’s Day present for a secret lover.

The Town Shop carries every type of bra you could be looking for, from sizes AA to K. We feature an expansive variety of products, including everyday basics (bra, panty, sleep & lounge, shapewear, swimwear, hosiery & socks, maternity, accessories), super sexy wear (teddies, negligees, thongs, camisoles), special needs (comfortable nursing and maternity, terry robes, loungewear, housecoats), and activewear. For men plush, we stock comfy robes and shapewear as well as socks and slippers.

We carry all your favorite brands including Anita, Simone Pérèle, Felina, Chatelle, Calvin Klein, Empreinte, Hanky Panky, Marie Jo, Hanro, Hue, Natori, Spanx, Panache, Prima Donna, P.J. Salvage, Wacoal, Leonisa, and more.

The Town Shop has been featured in many fashion magazines like Vogue, Lucky, Glamour, Instyle, Harper's Bazaars, New York Times, The Wall Street Journal, U.S. News, Covey Club, and World Report. In addition, we were extremely proud to be named in New York Magazine's "The Best of New York" as the "Best Place to be Fitted for a Bra. You may wish to visit our Press page to see more of our extensive media coverage.

Please do not hesitate to contact us if you require any assistance. We will be happy to share our expertise with you. And as always, feel free to visit our retail location in N.Y.C. for a unique fitting experience, where you never need an appointment our bra fitters are always here and ready to serve you.

You'll always have our support!

Sunday,Monday,Tuesday,Wednesday,Thursday,Friday,Saturday
January,February,March,April,May,June,July,August,September,October,November,December
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