PVH Corporation has announced that it has entered an agreement to acquire True&Co., a direct-to-consumer intimate apparel e-commerce retailer. The acquisition will enable PVH to further participate in the online channel and will provide a platform to increase innovation, data driven-decisions and speed in the way it serves its consumers across channels.
True&Co. is changing the way women shop online by redesigning the art of bra shopping. It 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.
The terms of the transaction were not disclosed.