PVH is buying True an intimate apparel e-commerce retailer. PVH owns, designs, sources and markets a selection of world-renowned brands in the dress shirts, sportswear, neckwear, footwear, and accessories categories. The acquisition will enable PVH to participate in the fast growing online channel and provides a platform to increase innovation, data driven-decisions and speed in the way it serves its consumers across channels.

True was founded five years ago to change the way women shop for intimate apparel. True was started with the goal of empowering a woman to understand what flatters her specific shape best. It is a company that fits women into their bra with a fit quiz. So there are no fitting rooms, no measuring tapes.

It uses a proprietary fit quiz to recommend bras and other intimates that will best fit the responding consumer. The online quiz asks things like: How old is your bra? How do you feel about padding? Are you right- or left-breasted? Do your shoulder straps dig in? What’s your dress size?

Leveraging its consumer-centric data for over five million women who have taken its quiz, True enables women to embrace an entirely different and personalized lingerie shop that offers a fun, fashionable and truly intimate experience.