(Filed Under wholesale Lingerie News). PVH has entered into an agreement to acquire True & Co., the direct-to-consumer intimate apparel e-commerce retailer that launched in 2012. The terms of the transaction were not disclosed.
True & Co., which is based in San Francisco, claims that five million women have taken its “fit quiz to recommend bras and other intimates that will best fit the responding consumer.” It was co-founded by Michelle Lam.
“Today’s 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,” said Emanuel Chirico, chairman and CEO of PVH. “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.”
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