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Reinventing bra shopping. No fitting rooms, no measuring tape

Reinventing bra shopping. No fitting rooms, no measuring tape

True&Co. is reinventing the way women buy intimates. We replace the uncomfortable fitting room experience with a 2-minute fit quiz online and risk-free home try on.

Today, women loathe the bra shopping experience and the massive $14B intimate apparel industry is dominated by one primarily brick-and-mortar player. We are introducing a number of firsts into an age old space - from the fit data we collect to the algorithm to the better bras we manufacture as a result.

We create a deeply personal shopping experience - each customer sees a lingerie shop specifically selected for her based on her fit data. Our proprietary algorithm recommends and sells only the styles and sizes (yes plural!) that fit a woman's specific body shape.

For more of the data that we're collecting about all things intimate: trueandco.com/anniversary

Dan Dolgin

Avatar for Dan Dolgin
Founder @True & Co Sourcing - Supply Chain - Logistics Worked @Vanity Fair Brands (div of VF Corp)
Funded over

1 round

Latest round

Acquired (Mar 2017)

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