Calvin Klein owner to acquire online lingerie startup

True&Co, a US-based intimate apparel e-commerce startup that is changing the way women shop for bras online, will be sold to apparel giant PVH Corporation.

PVH, the owner of Calvin Klein, Tommy Hilfiger and Van Heusen, among other iconic brands, has entered into an agreement to acquire the retailer and plans to provide a platform to increase innovation, data driven-decisions and speed in the way it serves its consumers across its channels.

True&Co uses a proprietary fit quiz to recommend bras and other intimates that will best fit the responding consumer.

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Leveraging its consumer-centric data for the over five million women who have taken its quiz, True&Co. enables women to embrace an entirely different and personalised lingerie shop that offers a fun, fashionable and truly intimate experience.

In March last year, True&Co toured the US with a mobile fitting room designed to help consumers find the perfect fit.

The mobile retail unit, known as the Try on Truck, debuted in San Francisco before travelling to various other locations across the country.

Commenting on the acquisition, Emanuel Chirico, chairman and CEO of PVH Corp, commented: “The announcement illustrates our commitment to driving innovation across our business and demonstrates our commitment to making strategic investments in our digital platforms to support our long-term growth initiatives.

“We believe that we can leverage the analytics tools of this data-driven company, while leveraging PVH’s intimates category expertise, including global brand management, product know-how and supply chain.”

True&Co founder Michelle Lam said: “Five years ago, I founded True&Co. to change the way women shop for intimate apparel. In PVH, we have a strategic partner who can help us bring this change to as many customers as possible. We look forward to joining PVH’s portfolio of brands and to help drive growth initiatives for PVH’s other brands.”

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