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True&Co is getting bought off by Calvin Klein's owner company

PVH, the owner of Calvin Klein, Tommy Hilfiger and Van Heusen, among other iconic brands, has entered into an agreement to acquire the retailer True&Co, a US-based intimate apparel e-commerce startup. 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, since the beginning has been pioneering a change and has brought about a lot of variation in the way women shop for bras online. True&Co uses a proprietary fit quiz to recommend bras and other intimates that will best fit the responding consumer.

 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. last year during this time, 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 mentioned that the announcement and declaration of the association illustrates their commitment to driving innovation across their business and demonstrates their commitment to making strategic investments in digital platforms to support long-term growth initiatives. The brand believes that they 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 is also very excited about the association and mentions that five years ago, she founded True&Co. to change the way women shop for intimate apparel. With PVH, she is aiming at having  a strategic partner who can help the brand extend this change to as many customers as possible in the time to come. She also mentioned how True&Co is looking forward to joining PVH’s portfolio of brands to help drive growth initiatives for PVH’s other brands too.

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