Industry | Internet, online retailing |
---|---|
Founder | Michelle Lam Aarthi Ramamurthy |
Headquarters | |
Key people | Michelle Lam (CEO) |
Products | Lingerie |
Parent | Basic Resources, Inc. |
Website | trueandco |
True & Co. is an American online lingerie startup, headquartered in San Francisco, California.
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]
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]
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