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True & Co. is an American online lingerie startup, headquartered in San Francisco, California.

History

True & Co. was founded by Michelle Lam and initially Aarthi Ramamurthy. After the early departure of Ramamurthy due to infighting, New York based Dan Dolgin was hired and given the title of co-founder. Dolgin has since left the company. A new co-founder was named in 2016, the fourth for True & Co., with operations executive Beatrice Pang given the title. She was formerly with the Microsoft Corporation. Lam founded the company after becoming frustrated with trying on bras in fitting rooms.

In March 2017, True & Co. was acquired by PVH, and was integrated into the Heritage Brands division alongside intimate apparel brands Warner's and Olga, sportswear brand Izod, and dress/casualwear brands Van Heusen, Arrow, and Geoffrey Beene.

In November 2023, PVH sold the brand to Basic Resources, Inc, alongside the Warner's and Olga brands.

Service

The company uses a questionnaire and associated algorithm to recommend bra sizes to customers. According to the New York Times, the company's concept allows customers to "choose what fits best." True & Co. sells bras from other lingerie lines as well as from its own branded collection.

True & Co. released a beta version in January 2012 and officially launched in May 2012. According to Bloomberg Businessweek, "True & Co. is often referred to as 'the Netflix of bras.'" In May 2016, the company launched a "Try-On Truck", a mobile lingerie fitting room which has since ended.

References

1. ^ Rosenblum, Emma (October 23, 2014). "Can the Internet Help Women Feel Better About Their Breasts?". Bloomberg Businessweek. Archived from the original on October 24, 2014. Retrieved 4 December 2014.
2. Greenfield, Rebecca (October 22, 2013). "Engineering The Perfect Big-Data Bra". Fast Company. Retrieved 4 December 2014.
3. "First Aarthi Ramamurthy Fixed Bra Shopping Online—Now She's Got An Idea For Photography Equipment". Business Insider. Retrieved 2017-01-23.
4. Edwards, Jim (April 6, 2013). "The Disgusting Truth About How Often American Women Actually Wash Their Bras". Business Insider. Retrieved 4 December 2014.
5. Marikar, Sheila (September 12, 2014). "Lingerie shopping with... Michelle Lam". Fortune. Retrieved 4 December 2014.
6. "Dan Dolgin | LinkedIn".
7. "Beatrice Pang | LinkedIn".
8. ^ Stross, Randall (February 23, 2013). "There Is an Algorithm for Everything, Even Bras". New York Times. Retrieved 4 December 2014.
9. "Bra startup True&Co sold to Calvin Klein owner PVH". TechCrunch. March 16, 2017. Retrieved 25 June 2018.
10. "PVH Corp. to Sell Warners, Olga and True & Co. Businesses to Basic Resources". PVH. November 13, 2023. Retrieved November 4, 2024.
11. Stout, Kristie Lu (November 4, 2014). "'Perfect' bra decodes what women want". CNN. Retrieved 4 December 2014.
12. Dunn, Laura (March 5, 2014). "Women in Business: Q&A with Michelle Lam, Founder & CEO of True&Co". Huffington Post. Retrieved 4 December 2014.
13. Leahey, Colleen (October 4, 2012). "How bra seller Michelle Lam of True & Co. found her fit". Fortune. Retrieved 4 December 2014.
14. Chesler, Caren (13 May 2016). "How This Online Lingerie Shop Is Letting Customers Try Before They Buy". Entrepreneur.com. Retrieved 26 May 2016.

Further reading

• Tong, Brian (May 30, 2012). "Zappos for bras: True & Co. to take on Victoria's Secret". CNET. Retrieved December 31, 2016.

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