Forty Winks

I was sick and tired of paying $ 50+ for crappy VS bras. If you want a proper bra sizing and some options for different breast shapes this is the place for you. It’s definitely pricey, so while I tried on numerous bras I only left with two.
The employees were very helpful and understanding of what I was looking for. My breasts are not very full on top and one of the employees found some very beautiful AND comfy bras.
I’ll definitely be returning once I save up some money. I’m hoping to replace all my VS bras one day…

I went in here today when it was pretty busy, and I still feel that the person who helped me (Rachel) was very attentive, listened to what I wanted and had great suggestions, knew her business inside out, and was professional and friendly. They had a wide selection and it wasn’t knock-​your-​eyes-​out expensive ($ 40-​$ 80 range for a bra — and this bra makes my boobs look AMAZING. Not to TMI you). The size I’d been wearing was way off and Rachel figured out what fit me perfectly without measuring in about three bras. I was impressed. I did read the negative reviews and I want to address them: the girl that was walked in on without a knock or a warning is completely justified in her complaint, and that really sucks, but it definitely seems to be an isolated incident — at least nothing like that happened while I was there. And the two-​star that says there’s no selection except in smaller sizes — I completely disagree. I wound up being a 32 °F, and there was TONS to choose from, plain and fancy, all different styles. So I definitely recommend this place with five thumbs up. I’ll never shop for bras anywhere else again!

First, this store has the best selection of undergarments I’ve ever seen! The owners and staff are professional, honest and very knowledgeable about every possible issue you may have (and we’ve all got something!)…and have exactly the right bra to fit your figure. I have purchased several bras here and will never buy anywhere else. The selection is excellent and the shopping experience is easy and comfortable, with no pressure whatsoever.
What I also want to comment on is this: every woman in American needs to buy The Hanky Panky thongs! I wear thongs almost exclusively and never knew there was a comfortable alternative… mine were always slipping down or the skinny back dug into my skin and I was conscious of them all day. The Hanky Panky fits everyone (one size really does fit all), there are several styles to choose from, and they’re beautiful lace in multiple colors. I was looking for a style that came to my waist vs very low rise and now have 8 with my eye on some new winter colors!
Do yourself a favor and RUN to this wonderful gift to women everywhere (and send the man in your life for gifts… they’re super helpful to the clueless!).

This store provided a comfortable shopping experience, especially for a nervous first timer in a bra fitting. The very friendly, professional staff, and excellent selection make this place outstanding.

Stopped by today with the intention of picking up a simple laundry accessory but ended up buying 3 bras!
They have very high quality bras that are not only supportive of a large chest, but also very cute.
5 stars though is really due to the staff who are friendly and do not aggressively push products onto you. They were really helpful in pulling bras for me, checking in as I tried them one, bringing new sizes and put on no pressure to spend money. In fact, as the saleswoman brought me 3 new bras to try on she said «Since you liked the black one, I brought you the purple one. It’s on sale.» Right there I got a new Panache bra for $ 30!

Everyone was super helpful, and the selection is great! Wide range of options, you can totally get great basics or go wild.

Women of Earth: you know those condescending articles that are always yelling at you about how «80% of women wear the wrong bra size?» Well, they’re right, but it is NOT your fault: it’s the fault of the 80% of companies that use misleading sizing methods (Victoria’s Secret and many department stores included) and/​or don’t offer the right range of sizes.
Forty Winks is not one of these places. Seriously, come here. They know what they are doing, and they have a good selection of (pretty! youthful! not boring!) lingerie in the sizes that most women actually need. They will put in you in the right size, and that size might surprise you.
When I walked in and said I was looking to see what they had in a 32 °F, the woman didn’t bat an eye, or give me the «but you don’t LOOK that big!» comment I get in a lot of stores (32 °F, FYI, falls pretty squarely in the «average» range on the full spectrum of bust sizes). I was pleased with the selection they had in brands like Panache – pretty colors and styles up to (I think) an H-​cup. While the specific models they carried just happened to be ones that don’t work as well for me shape-​wise, the woman helping me definitely knew what she was doing, and got me into the best possible size in each one. She was also honest; she was like, «Yeah, this one just may not be the right shape for you,» instead of trying to convince me that it was «supposed to fit that way» (another issue I often have when bra shopping!). She even brought me a bra to try that she thought would work well for my shape. And she guessed correctly – it happened to be one I already own and love. :) I was impressed.
(This is where I should point out, if you can’t already tell, that I am a super annoying bra nerd and know way more about lingerie than probably anyone should.)
They also carry «edgier» brands like Huit, Else, and Fortnight, which usually can only be found online in the U.S. I do wish they carried more stock of small-​band, large-​cup brands and styles. The woman helping me even commented that «32 °F is one of our more popular sizes, we always run out of them quickly,» so I wish they’d carry those sizes in more of their brands! It seems like it would make sense to offer more larger-​cup styles, since most women, after being correctly fitted (which they do well here), end up going down in band size and up in cup size (many women who think they’re a 32B, for instance, find they’re much better off in a 28D. Victoria’s Secret’s fitting method laughably puts me at 36D, when I really need at least 32DDD/​F). Still, their offerings are better than like 90% of places that sell bras, so I am certainly not complaining.
Summary since this is way too long: you should get fitted and buy your lingerie here. They’re great. Their offerings are beautifully, thoughtfully curated. I’m a nerd and not a normal customer. :)

I visited Forty Winks for the first time yesterday. The staff is fantastic! The two women who worked there were knowledgable, attentive, and enthusiastic. I felt like they really cared about helping me find what I needed. They also created an atmosphere where I felt I could express what I was looking for without feeling awkward.
If you are looking for something cheap, no this isn’t the place to go. But if you want something lovely and high quality with great service attached then I suggest stopping by. These women will make you feel like a lingerie princess.

The staff is super friendly and nice. They helped me pick out several items for my wife as a gift and made me feel welcome and comfortable.

I’m a lingerie connoisseur/​hoarder/​addict and Forty Winks is heavenly. Their inventory is beautifully displayed and the salespeople are knowledgeable, helpful and tasteful. A great experience all around and at a more affordable price point than many of their high-​end peers. They stock well known brands like Chantelle and Panache as well as lesser known and more edgy lines and carry a wide range of sizes including harder to find ones like 30g. Highly recommend.

I had never done a bra fitting before and am so glad I went to Forty Winks for my first go at it. The people there are extremely nice and accommodating and boy do they know their bras. My sizing had been totally off and they helped me find a bunch of different styles in the right size, always offering feedback when asked. Bras are a bit more expensive — mostly $ 55 – 75 range, but they’re beautiful and great quality. I will definitely be going back!

Let me first say that I found this place to be so awful, I actually created a Unilocal account to warn people about it. I usually subscribe to the «if you can’t say something nice, don’t say anything at all» school of thought, but my experience was so terrible, I had to warn people!
Recently, two of my favorite bras have decided to start falling apart, so I decided I’d use my grad student stipend to treat myself to some lovely new ones. A friend recommended Forty Winks, which was pretty close to my house. Big mistake.
First of all, I was slammed with sticker shock walking in the door — $ 70 – 90 for a bra?!! Maybe for a really nice one, but most of the bras at Forty Winks are of similar quality to $ 20 bras from Target. They also didn’t have many in my size, but I can’t fault them for that; they did try to help me find ones in my size.
So I took an assortment into the changing room. The clerks ask me if I need any help, and I say no. Well, shortly after, one of the clerks THROWS BACK THE CURTAIN of my changing room, staring at me standing there in my bra and skivvies. She says, «I don’t think that’s your size. I think you’re a bigger cup and a smaller band.» Whoa, what?! First of all, she didn’t even ask if she could open the curtain. Maybe some people appreciate ithis kind of customer service, but I’m a survivor of sexual abuse and I DO NOT like people to see me naked. Also, I have biopsy scars on my left breast, and I don’t like people to see these. (Also, I found it quite condescending to assume that she knew my bra size better than I did. I’ve lived with these boobs for years, you’ve only just met them today.)
Basically, I spent the next fifteen minutes in the changing room trying not to cry or hyperventilate. When I finally worked up the courage to leave the changing room, I handed the bras back to the clerk and couldn’t bring myself to say goodbye or thank you.
This store has real potential, but not if they treat their customers this way.

After having my son and nursing for almost 2 years I was in desperate need of a good bra fitting and needed to purchase a full restock of diverse bras. Thankfully, when I came in I was immediately greeted and was able to communicate my situation, preferences, and tried on more than a dozens bras of different styles. I walked away with a full bag and a new place to go to whenever I need to purchase sexy bras and panties. I would definitely recommend Forty Winks. I hope they increase their inventory of matching bras and panties sets so I don’t have to mix and match. However even with the mix and matching you can still come away with a great look. They also have a panties reward system.

This shop has grown up in the nearly 4 years since my last visit and review, and I’m happy to say that it’s aged well. And I’ve changed too, namely, I’ve bought some expensive, well-​fit bras in the last years, and can now appreciate a properly-​fitting bra. Funny enough, I’m not actually a 36C, which is the easy-​to-​find size that Victoria’s Secret would like me to wear. 30″ bands are much trickier to find (I’ll let you do the math to figure out what that cup letter is), but I stopped by FW’s website and saw that they had some brands/​styles I recognized in the size I needed.
I filled out their contact form to see if their website inventory was accurate before making a special trip, and in a day got an incredibly helpful response, letting me know what they had in stock and not, and links to a few other styles I might like, at a range of prices (granted, that range was from $ 50 – 120, but whatevz) and offering to put things on hold for me. I mentioned that I’d be dropping into town for 2 days and that I’d love to try some of them on, Rachel let me know that one of those days was the kickoff for their winter sale. Score!
I showed up, met Rachel, and tried on a few of the bras she’d recommended. Now, my tastes in bras are not that different than they were in 2010 — I still just wanted a nice, well-​fitting bra which makes me look good under a tee-​shirt. No frills, no fancy shapes, no dangly charms. And Rachel totally got that, and only gave me things that were really just up my alley. My guess is that their inventory has improved a lot over the years, and now has a wider range of these classic styles.
She was super attentive, swapping out things I didn’t like, bringing other things that were similar or in slightly different styles. At one point she asks, «Katie, would you like some champagne?» Umm… how can I say no to that?
Maybe it was the champagne buzz, or the sweet, sweet bliss of finding a supremely comfy bra, but I ended up with two fantastic bras at a reasonable price, and 10% off, thanks to the sale.
And they have a bowl of free lip balm at the counter. Like, you can’t make this sort of customer service up. Well done, Forty Winks. You’ve earned that star.

I have gone by this little lingerie store in Cambridge several hundred times on my way to work. Today I finally stopped in to see what was behind the adorable exterior of Forty Winks. And I was not disappointed!
Inside everything is pretty colors and lace with shabby chic finishings like the raw linen curtains in the dressing room and the porcelain rose adorned sconces. I browsed for a minute and then asked for help which is when it happened… the best fitting I’ve ever had…
Read the rest of my review at

I am so impressed with this place. Stopped in on a whim today and had a fitting done by Ari who was incredibly creative and helpful. She went above and beyond staying after the store was closed to help me finish selecting things. It’s a really intimate thing to have someone help you find lingerie! The staff is not just knowledgeable– they have expertise and they also have a great way of relating to the customer. I felt very comfortable– and pampered!
I was also worried about price but they have something for every range and are up front about what you need, what you don’t need, and making a budget work for you. I will definitely be a client as long as I live in Boston! Thank you!

I was very worried about price but Its not always that bad. I got a great strapless for under $ 50.
Anyway I’ve been watching that awful lifetime show about the two ladies t own a lingerie store (okay it’s not awful I really do like it) but I was getting some serious bra envy. I mean Victoria secrets is nice but they do the standardized sizing and I need some serious personal attention. I can raise my arms in one of my bras and it slides down to my waist. I’m assuming that’s not how you wear a bra. No? Well the ladies at 40 Winks helped to set me straight.
So the lady gave me a bra told me to try it on even if it wasn’t what I wanted just so we could see how it fits. Turns out I went down a band size since the last time I was sized. She checked how it looked around the bust, underarms, and cups. She kept bringing me new things. I was looking specifically for a strapless, which as we know, ladies is a very difficult task. But we found one and for an affordable price. I really couldn’t ask for more. I’m so coming back here because of the service. Yeah some of it can be pricy but so is la Perla or Victoria’s Secret.
I’m sure they have other ways to do a bra fitting than looking at you in your bra (if you’re shy), but I do like that they didn’t just measure me and send me on my merry way. I think that it was important to kind of get looked at one-​on-​one so they can help to make more suggestions on how to wear it, bring you more bras, and in any other case just check if you’re the size the measurements say you are. The lady brought me bras slightly too big, slightly too small, just to help me figure out what’s the best fit for my body and most of my clothes. I think we’re looking at my new favorite underwear store. Once I stop losing weight and marathon training I’ll be back for round two!

EXCELLENT collection and even better customer service. To be honest I’ve only bought stuff from them twice after going there probably 4 – 5 times. However, their associates are always very helpful, give great advice and attention. The last time I went, the associate went out of her way to tell me that since it’s been difficult to find bra’s in my size 30E, she recommended alternate online resources which would be better options.
On comparing the prices online they weren’t too different from this store. GREAT PLACE! will continue shopping here. HIGHLY RECOMMEND!

Came in last weekend with a gift certificate I received at Christmas. I have long been complaining of difficulty shopping at Victoria’s Secret (very young-​ish looking items).
I was greeted when I walked in the door and when Abby offered to assist, I told her what I was looking for and she was able to help navigate through the store. She picked out several items and we talked as she picked. She was very patient and friendly and set me up in a changing room. When I was done, we talked about why items did or did not work, and about what kind of replenishment of inventory they would be getting (when they didn’t have my size, etc).
It was a very easy shopping experience and I would definitely go back. I would say that it’s wise to ask for assistance in unfamiliar shopping territory. Abby knew her way around the store and it was a time-​saver.

I really wanted to like Forty Winks. It’s a cute, fun little lingerie shop, and for most girls that’s a great thing. They have nice staff and a bright, airy store. They even have a great location.
It’s the selection that’s a huge let-​down.
Unless you’re a B-​cup or smaller, you won’t really have the full store at your disposal. As somebody in the somewhat higher range of that scale, there were a couple of designs that would have fit me, but they were sort of ugly. At least for my tastes, that is. I’m sure somebody else would love a 34D with what looks like bamboo sprouting roses all over it, but I am not that person.
In short, I know they’re a boutique, and I would love to call them my own if they had the selection I need, but it’s just not going to happen, sadly. :(