True & Co.

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.[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

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]

Further reading