Michelle Lam, True & Co.’s founder, is on a mission to elevate the bra- and underwear-buying experience.
Lam, who founded the data-based e-tailer in 2012, is launching what she’s calling a “nomadic lingerie glamping experience” that will be set up at Concrete and Water, a boutique in Williamsburg, Brooklyn, from July 8 through July 31.
The shops-in-shop, which will be located in the store’s backyard, will include a collapsible try-on tent, along with a hang rack and lingerie bar that will be stocked with bras, underwear and lingerie from True & Co.’s own line and other brands including Love Stories, Under Protection and Lonely. Customers will be able to take True & Co.’s fit quiz and make one-on-one appointments online to come in and be sized for a bra.
“It’s not a bra fitting,” said Lam. “There is no measuring tape. It’s a permission-based, true clienteling experience. There’s no authoritarian bra lady.”
Customers will be able to purchase products from the shops-in-shop or order items from True & Co.’s website to be shipped to them directly. The shops-in-shop will move to GirlTauk in Montauk, N.Y., on Aug. 4 and be open through Sept. 5.
Earlier this year the San Francisco-based company launched a “Try-On Truck” that traveled the country with personalized bra fittings. This was True & Co.’s first introduction to physical retail.
Lam started True & Co. as a multibrand intimate apparel e-commerce site, which featured a fit quiz that helped women select their correct sizes. Lam introduced True & Co.’s private label collection in 2013 and brought on Nikki Dekker, formerly of lingerie brand The Lake & Stars, as creative director.
According to Lam, True & Co.’s private label now makes up 80 percent of its business and customers are gravitating toward a more comfort-driven look.
“We are finding that more of our guests are choosing to walk away from the European look,” said Lam. “It’s much more about ease and comfort and it has a very West Coast feel. They are ready to define a new lingerie experience for themselves.”