PVH to Acquire True&Co

E-commerce retailer will help the apparel licensor participate in the growing online channel.

PVH Corp. has entered an agreement to buy True&Co., a direct-to-consumer intimate apparel e-commerce retailer.

Through the acquisition, PVH will be able to further participate in the growing online marketplace. It will also provide a platform for the company to increase its innovation, data-driven decisions and speed to better serve its consumers.

Additional terms of the transaction were not disclosed.

“Today’s announcement illustrates our commitment to driving innovation across our business and demonstrates our commitment to making strategic investments in our digital platforms to support our long-term growth initiatives,” says Emanuel Chirico, chairman and chief executive officer, PVH Corp. “We believe that we can leverage the analytics tools of this data-driven company, while leveraging PVH’s intimates category expertise, including global brand management, product know-how and supply chain.”

True&Co is an intimate apparel e-commerce retailer that uses a proprietary fit quiz to recommend bras and other intimates that will best fit the responding customer.