About True&Co.
True&Co. is a Retail company based in San Francisco (United States) founded in 2012, and was acquired by Basic Resources in November 2023. Online bra fitting and shopping are enabled via proprietary technology. True&Co. has raised $6 million across 2 funding rounds from investors including PVH, FundersClub and Crosslink Capital. Its website trueandco.com draws about 77 thousand monthly visits. Its focus areas include Consumer, Fashion Tech, B2C Commerce and Apparel. Its competitors include Savage X Fenty, Flint and Tinder and Play Out Apparel; 3 of its 3 listed competitors have raised funding.
Company details
TrueCo. was established in 2012 in San Francisco, United States, as an e-commerce entity in the womens apparel sector. An online platform is maintained for bra fitting and purchasing. Proprietary technology is employed to assess fit through an interactive quiz. Personalized try-on kits are delivered to homes, accompanied by free shipping and returns, to assist in product selection.
- Total Equity Funding$6M (USD)
in 2 rounds
- Latest Funding Round$4M (USD), Series A
Oct 2013
- InvestorsPVH
& 9 more
- Acquired by
Apps and channels of True&Co.
its YouTube channel True & Co has 97 subscribers and 10 videos.
Videos from True&Co.
The most watched videos on True&Co.'s YouTube channel, True & Co (97 subscribers). Click a video to play it here.
More on True & Co.
Funding Insights of True&Co.
True&Co. has successfully raised a total of $6M across 2 strategic funding rounds. The most recent funding activity was a Series A round of $4 million completed in October 2013. This substantial capital infusion reflects strong investor confidence in the company's business model, growth potential, and market opportunities. The funding enables strategic expansion, product development, market penetration, and operational scaling to drive long-term value creation and competitive advantage.
- Total Funding $6M
- Total Rounds 2
- Last Round Series A — $4M
- First Round $2M
(May 2012)
- Investors Count 8
All 2 funding rounds of TrueCo. with amounts and investors; the two latest post-money valuations are shown, the rest are part of the premium plan.
| Date | Amount | Transaction Name | Valuation | Lead Investors | Investors |
|---|---|---|---|---|---|
| Oct 2013 | $4M | Series A | – | – | |
| May 2012 | $2M | Seed | – | – |
10 investors in total: 9 institutional and 1 angel.
Investors in True&Co.
True&Co. has secured backing from 10 investors, including venture fund, institutional, and angel investors. Prominent investors backing the company include PVH, FundersClub and Crosslink Capital.
| Investor | Description | Founded Year | Domain | Location |
|---|---|---|---|---|
Venture capital is invested in various sectors by Crosslink Capital. | crosslinkcapital.com | San Francisco, United States | ||
US focused seed and early-stage VC firm | firstround.com | San Francisco, United States | ||
Pre-seed and seed stage investments are targeted by VTF Capital. | vtfcapital.com | Las Vegas, United States | ||
Venture capital is invested in multiple sectors by Uncork Capital. | uncorkcapital.com | Palo Alto, United States | ||
Early-stage investments in tech companies are made globally. | softbankvc.com | New York, United States | ||
US focused Seed and early-stage stage VC firm | cowboy.vc | Palo Alto, United States | ||
Fundraising platform connects startups with investors for capital and support. | 2012 | fundersclub.com | San Francisco, United States | |
PVH Corp. is recognized as a global fashion company. | 1881 | pvh.com | New York, United States | |
AL Aileen Lee | Venture capitalist, founder of Cowboy Ventures, coined 'unicorn' term | unknown_3c8698af76e046cb9 | ||
Manufactures and distributes apparel including legwear, underwear, loungewear, and sleepwear for brands. | 1998 | basicresources.com | New York, United States |
Investor details for TrueCo.
The complete investor list, round-by-round participation and investor portfolios require an active premium plan.
- Complete investor list
- Round participation
- Investor portfolios
- Co-investor network
Verified entity values are shown only after access is granted.
People of True&Co.
535 people are tracked at True&Co. (231 in leadership, 10 in board & advisors, 294 in team).
| Name | Role | Group |
|---|---|---|
Stefan Larsson | CEO | Leadership |
Jonathan Bottomley | Chief Marketing Officer - Calvin Klein | Leadership |
Sheryl Freeman | Senior Vice President, Investor Relations | Leadership |
Tony Avila | Head Of Workforce Planning & People Analytics | Leadership |
Dina Eriksen-Klein | Sr Director, Enterprise Transformation - Value Chain | Leadership |
Joe Ellis | Senior Vice President & Managing Director, Europe Region North (uk, Ire, Nl, Nordics, Baltics) | Leadership |
Tom Chu | President, PVH Asia Pacific | Leadership |
Monique Cheung | Director, Human Resources | Leadership |
Ami Mehta Pascale | Director- Enterprise Data & Analytics Product, IT | Leadership |
Ian Plugge | COO, Europe | Leadership |
Jeff Cherins | Senior Director; IT Operations | Leadership |
Adelyn Cheong | President, PVH China | Leadership |
Erkan Cagman | Senior Vice President Finance Operations And Risk | Leadership |
Jeffrey Hui | CFO, Asia Pacific | Leadership |
Janelle Parker Lunnon | Vice President, Inclusion And Diversity | Leadership |
Nathan Lewis | Assistant Human Resources Director W&d | Leadership |
Omar Samad | Head Of Global Execution | Office Of The CEO | Leadership |
David Sirkin | President, Heritage Brands | Leadership |
Jatin K. P. | Director Strategic Programs - Commercial Operations | Leadership |
Mike Kelly | CMO Heritage Brands/global CINO | Leadership |
515 more people are available in the full profile.
Complete people profiles for True&Co.
Full employee and board profiles, team structure, tenure and professional contact details require an active premium plan.
- Full employee list
- Team structure
- Board tenure
- Professional contacts
Verified entity values are shown only after access is granted.
Timeline of True&Co.
5 dated milestones of True&Co. across 11 years, from founding to its latest funding, stage changes and deals.
- Founded True&Co. is founded.
- Funding First funding round of $2.0M.
- Funding Latest funding round, Series A, of $4.0M.
- Exit Acquired by PVH Corp.
- Exit Acquired by Basic Resources.
Competitors of True&Co.
True&Co. has 3 listed competitors in our database, 3 of them funded. They include Savage X Fenty, Flint and Tinder and Play Out Apparel.
| Company Name | Domain | Founded | HQ Location | Total funding | Employees | Description |
|---|---|---|---|---|---|---|
| savagex.com | 2017 | El Segundo, United States | $310M | Internet first brand of innerwear for men and women | ||
| flintandtinderusa.com | 2012 | New York, United States | $4.04M | 6 | Men's underwear and apparel are designed, manufactured, and sold online. | |
| playoutapparel.com | 2018 | New York, United States | $573,750 | Internet first brand offering innerwear for women and men |
Detailed competitors of TrueCo.
The full competitor set, operating metrics and side-by-side benchmarks require an active premium plan.
- Full competitor set
- Operating metrics
- Benchmarks
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Verified entity values are shown only after access is granted.
Web traffic of True&Co.
The website of True&Co. (trueandco.com) receives about 76.6K visits a month.
- Monthly visits76.6K
▼ 18.2% vs previous month
Websites whose visitors overlap most with True&Co.. Affinity shows how closely the audiences match.
| Website | Domain | Audience affinity | Monthly visits | Global rank | Profile |
|---|---|---|---|---|---|
| barenecessities.com | 100% | 1.3M | #31,763 | View details | |
lindasonline.com | lindasonline.com | 99% | – | ||
| glamorise.com | 84% | #165,277 | View details | ||
| princessetamtam.com | 80% | #80,362 | View details | ||
| change.com | 78% | 494.2K | #92,030 | View details | |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
| •••••••••• | ••••••.com | ••% | •.•M | #••••• | – |
All 40 similar websites and full traffic analytics for True&Co.
The complete similar-websites list, audience overlap and engagement analytics require an active premium plan.
- 40 similar websites
- Audience overlap
- Engagement analytics
- Traffic by brand
Verified entity values are shown only after access is granted.
Top companies in Fashion & Lifestyle E-Commerce
2 companies that operate in the same segment as True&Co. (Fashion & Lifestyle E-Commerce) in United States, ranked by their profile score on The Company Check.
| Company | Description | Founded | Location | Total funding | Revenue | Employees |
|---|---|---|---|---|---|---|
Men's fashion apparel is offered online by Bonobos. | 2007 | New York, New York, United States | USD 127.67 M | |||
Online rental platform offering multi-category fashion products and accessories | 2009 | New York, New York, United States | USD 326.35 M | USD 306.2 M | 887 |
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Frequently Asked Questions about True&Co.
True&Co. was founded in 2012.
True&Co. is headquartered in San Francisco, United States. It is registered at San Francisco, California, United States.
True&Co. is a funded company, having raised a total of $6M across 2 funding rounds to date. The company's 1st funding round was a Seed of $2M, raised on May 2012.
TrueCo. was established in 2012 in San Francisco, United States, as an e-commerce entity in the womens apparel sector. An online platform is maintained for bra fitting and purchasing. Proprietary technology is employed to assess fit through an interactive quiz. Personalized try-on kits are delivered to homes, accompanied by free shipping and returns, to assist in product selection.
True&Co.'s top competitors include Savage X Fenty, Play Out Apparel and Flint and Tinder.
True&Co. has 10 investors. Key investors include PVH, FundersClub, Crosslink Capital, First Round Capital, and VTF Capital.
Yes. True&Co. was acquired by PVH Corp in March 2017.