True & Co.

True & Co. has teamed with Nordstrom.

The data-based e-tailer, which was founded by Michelle Lam in 2012 and acquired by PVH last year, has started its first wholesale distribution plan and is being sold in Nordstrom stores, which will stock items from the True Body, the True Lingerie, the True Everyday and the True Weekend collections.

Lam said this decision to enter Nordstrom was based on customer feedback and service.

“True & Co. fans have told us they want to find us in stores,” said Lam. “And what is fantastic about the Nordstrom partnership is that they have a whole team of expert bra fitters who can really give them the attention they need.”

With help from PVH, Lam said True & Co. now has the resources to scale the business, build out its assortment and leverage the data it has collected from close to six million people who have taken the fit quiz. True & Co. launched a plus-size assortment and will enter other stores if that’s what the consumer wants.

“I grew up in Toronto and never in my wildest dreams did I think I would be selling to the parent company of Tommy Hilfiger and Calvin Klein,” said Lam. “PVH has been amazing at building brands that represent modern women. Our ethos is the same. We are going to continue doing what we are doing, which is listening to our consumers and promoting self-expression.”

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