True&Co., an e-commerce company founded with the mission of disrupting the lingerie industry by creating a new business model for selling bras and other undergarments, has been sold. Phillips Van Heusen (PVH), owner of Calvin Klein, Tommy Hilfiger and Izod, among other iconic brands, has acquired the startup and plans to use it to move deeper into online sales and big data analytics connected to that.

True & Co
True&Co is changing the way women shop online by redesigning the art of bra shopping, one of the most unpleasant shopping experiences for women. True&Co has created a proprietary way to fit women online in 2 minutes with no measuring tape. Every woman then experiences an entirely different and personalized lingerie shop that’s fun, fashionable and truly intimate. True&Co’s founders bring together consumer technology, e-commerce and intimate apparel backgrounds from Microsoft, Vanity Fair Brands, Bain Capital Ventures, BCG and RentTheRunway.