PVH Corp. to Acquire True&Co.

PVH Corp., parent company of brands such as Calvin Klein, Tommy Hilfiger, Van Heusen and more, has entered into an agreement to acquire True&Co., a direct-to-consumer intimate apparel e-commerce retailer. True&Co. is changing the way women shop online by redesigning the art of bra shopping. It uses a proprietary fit quiz to recommend bras and other intimates that will best fit the responding consumer. Leveraging its consumer-centric data for the over 5 million women who have taken its quiz, True&Co. enables its customers to embrace an entirely different and personalized lingerie shop that offers a fun, fashionable and truly intimate experience.

Total Retail's Take: The acquisition of True&Co., an online startup that has received plenty of positive press, will enable PVH Corp. to bolster its online presence. In addition, the acquisition of all of True&Co.'s customer data is a valuable asset that PVH will look to leverage for its other brands as well. Established companies such as PVH are increasingly looking to innovative online startups to drive digital initiatives and long-term growth. Wal-Mart's recent online acquisition spree is a testament to that.