firm

plural firms

1. UKbusinessA business partnership; the name under which it trades.
2. businessA business enterprise, however organized.

   1 more example

   Finance is seldom romantic. But the idea of peer-to-peer lending comes close. This is an industry that brings together individual savers and lenders on online platforms.[…]Banks and credit-card firms are kept out of the picture. Talk to enough people in the field and someone is bound to mention the “democratisation of finance”.

   2013 June 1, “End of the peer show”, in The Economist, volume 407, number 8838, page 71

   Synonyms: business, company, enterprise

3. slangA criminal gang, especially based around football hooliganism.

comparative firmer · superlative firmest

1. Steadfast, secure, solid (in position)

   It's good to have a firm grip when shaking hands.

2. Fixed (in opinion).

   firm favourites

   2 more examples

   a firm believer; a firm friend; a firm adherent

   With such constant off-field turmoil Hughton’s work has been remarkable and this may have been his last game in charge. West Bromwich Albion, searching for a replacement for Roy Hodgson, are firm admirers.

   2012 May 9, John Percy, “Birmingham City 2 Blackpool 2 (2-3 on agg): match report”, in the Telegraph

3. Insistent upon something, not accepting dissent.

   He wanted to stay overnight, but I was firm with him and said he had to leave today.

4. Durable, rigid (material state).

   firm flesh; firm muscles, firm wood; firm land (i.e. not soft and marshy)

   1 more example

   Biblical criteria of sexual seductiveness include a white skin, black hair, or henna-dyed, scarlet lips, a prominent nose, rosy temples, long straight neck, firm breasts, round thighs, an erect posture.

   1961, Harry E. Wedeck, Dictionary of Aphrodisiacs, New York: The Citadel Press, page 219

5. Mentally resistant to hurt or stress.

   […] The life that almost dies in me: That dies not, but endures with pain, ⁠And slowly forms the firmer mind, ⁠Treasuring the look it cannot find, The words that are not heard again.

   1850, [Alfred, Lord Tennyson], “Canto XVIII”, in In Memoriam, London: Edward Moxon, […], →OCLC, page 30

6. Not frivolous or fallacious; trustworthy; solid; dependable.

   Although facilitators of the workshop for lesbians and bisexual women attempted to address the concerns of lesbians, little firm information emerged.

   1988 April 23, Elizabeth Pincus, “Moving To Meet The Needs Of Women In The Age Of AIDS”, in Gay Community News, page 7

   1 more example

   None of the Aramaic inscriptions from the Hellenistic and Roman period that are cited in support of this hypothesis that divine messengers are identified with their sender provide any firm proof to this respect.

   1999, Lucinda Dirven, The Palmyrenes of Dura-Europos

comparative more firm · superlative most firm

1. archaicfirmly, steadily

   stand firm

present singular third person firms · participle present firming · participle past firmed · past firmed

1. transitiveTo make firm or strong; fix securely.

   Stolz said the move by ClubsNSW had only firmed his resolve to keep fighting for the right to disclose information in the public interest about money laundering in registered clubs.

   2022 September 22, Harriet Alexander, “‘I’ve nothing to lose’: Dying whistleblower sued by ClubsNSW”, in Sydney Morning Herald

2. transitiveTo make compact or resistant to pressure; solidify.
3. intransitiveTo become firm; stabilise.
4. intransitiveTo improve after decline.
5. AustraliaintransitiveTo shorten (of betting odds).
6. colloquialtransitiveTo grit one's teeth and bear; to push through something unpleasant.

   I know you aren't feeling well, but just firm it.

7. UKslangtransitiveTo select (a higher education institution) as one's preferred choice, so as to enrol automatically if one's grades match the conditional offer.