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True & Co.

From Alfawiki
True & Co.
Company typePrivate
IndustryLingerie, Online retail
Founded2012; 14 years ago (2012)
FounderMichelle Lam, Aarthi Ramamurthy, Dan Dolgin, Beatrice Pang
Headquarters
San Francisco
,
United States
Area served
United States
ProductsLingerie, bras
ParentBasic Resources, Inc.

True & Co. is a United States-based online lingerie startup, with its headquarters located in San Francisco, California.

History

The company was established by Michelle Lam along with original co-founder Aarthi Ramamurthy.[1][2] Following Ramamurthy's early exit amid internal disagreements, Dan Dolgin, based in New York, was brought on board and designated as a co-founder.[3][4][5] Dolgin has since departed from the organization.[6] In 2016, Beatrice Pang was appointed as the fourth co-founder; she previously held an operations role at Microsoft Corporation.[7] Lam was inspired to create the company after experiencing frustration with traditional bra fitting rooms.[8]

In March 2017, True & Co. became part of PVH through an acquisition,[9] joining PVH’s Heritage Brands segment alongside intimate apparel labels Warner's and Olga; sportswear brand Izod; and dress and casual wear lines Van Heusen, Arrow, and Geoffrey Beene.

In November 2023, PVH divested the True & Co. brand together with Warner's and Olga to Basic Resources, Inc.[10]

Service

The business employs a detailed questionnaire combined with a proprietary algorithm to suggest bra sizes tailored to each customer. According to the New York Times, this approach enables shoppers to "select the best-fitting option." True & Co. offers bras not only from its own label but also from various other lingerie brands.

The initial beta version of True & Co. was introduced in January 2012, with the full launch occurring in May of the same year. As noted by Bloomberg Businessweek, the company has earned the nickname "the Netflix of bras." In May 2016, True & Co. unveiled a mobile fitting room called the "Try-On Truck," designed to provide customers with an in-person lingerie fitting experience; however, this service has since been discontinued.

References

  1. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  2. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  3. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  4. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  5. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  6. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  7. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  8. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  9. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).
  10. ↑ Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).

Further reading

  • Lua error in Module:Citation/CS1/Configuration at line 2123: attempt to index field '?' (a nil value).

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