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True & Co.

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True & Co.
IndustryInternet, online retailing
FounderMichelle Lam
Aarthi Ramamurthy
Headquarters
San Francisco, California
Key people
Michelle Lam (CEO)
ProductsLingerie
ParentBasic Resources, Inc.
Websitetrueandco.com

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

History

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True & Co. was founded by Michelle Lam and initially Aarthi Ramamurthy.[1][2] After the early departure of Ramamurthy due to infighting, New York based Dan Dolgin was hired and given the title of co-founder.[3][4][5] Dolgin has since left the company.[6] 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.[7] Lam founded the company after becoming frustrated with trying on bras in fitting rooms.[8]

In March 2017, True & Co. was acquired by PVH,[9] 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.[10]

Service

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The company uses a questionnaire and associated algorithm to recommend bra sizes to customers.[11] According to the New York Times, the company's concept allows customers to "choose what fits best."[8] True & Co. sells bras from other lingerie lines as well as from its own branded collection.[12]

True & Co. released a beta version in January 2012 and officially launched in May 2012.[13] According to Bloomberg Businessweek, "True & Co. is often referred to as 'the Netflix of bras.'"[1] In May 2016, the company launched a "Try-On Truck", a mobile lingerie fitting room which has since ended.[14]

References

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  1. ^ a b 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. ^ a b 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

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