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, the e-commerce startup that aims to bring us the perfect fitting bra, took data from a million boobs to build its own line of intimates — in an effort to truly support your bust. The company, which formally launched back in 2012 and received an extra chunk of funding just this last year, upped the ante this week with the promise to personalize the perfect fit with the introduction of its Uniform line of comfortable intimates.