True&Co. Launches New Way to Shop for Mix and Match Sleepwear and More

Online intimates service now offers fit-based shopping experience for intimates, sleepwear and loungewear

Nov 15, 2012, 09:00 ET from True&Co.

SAN FRANCISCO, Nov. 15, 2012 /PRNewswire/ -- True&Co., the online shopping destination for everything underneath the dress, announces the launch today of a new shopping experience for intimates, sleepwear and loungewear with the arrival of its Mix and Match Style Shop. "Our customers can now give the gift of True by shopping for themselves or for others from our newly curated winter sleepwear collections without having to worry about fit. What better time to give or receive a chic yet comfortable set to lounge in for the cozy winter months ahead?," says Michelle Lam, CEO and co-founder of True&Co.

This holiday, the new shopping experience begins at where customers will discover new winter collections offering mix and match separates designed for sleep, play, snuggle and holiday. Fall in love with an item from the collection and then take a short quiz utilizing the same technology from the site's popular bra fitting quiz to determine which styles and sizes fit your unique body shape. Current True&Co. members will immediately enjoy browsing flattering holiday styles that fit their shape with details from their online bra fitting automatically extending to their personal sleepwear style shop.  

New customers or those shopping for a friend will answer a few, simple questions, allowing True&Co.'s algorithm to quickly match individual body shapes to specific intimates and sleepwear items using one of over 2,000 variations of body types in True&Co.'s proprietary system. Within minutes, create your own mix and match outfits that reflect your own style (or your friend's) from a carefully curated collection of holiday separates in a personal style shop. All resulting fit data will be stored in the customer's True&Co. account to make it easy to access a truly personal shopping experience.

"Since launch, True&Co. has been collecting data points from its proprietary online fit quiz and learning from its customers based on the bras they decide to keep or return. The result is a highly predictive model for matching bras to women's unique body shape with women keeping multiple bras per box," said Chris Pouliot, director of algorithms & analytics at Netflix and advisor to True&Co. "Now with the new sleepwear collection, True applies similar fit data to achieve a level of high accuracy with fewer quiz questions. The result is a customer-centric shopping experience that offers the latest holiday looks without the hassle of worrying about fit."

"With 100,000 members and still counting, the company has in a short time managed to disrupt traditional intimates shopping behavior to make it enjoyable for women to get fitted online and shop for others. It's holiday shopping made better," said Jeff Clavier, founder and managing partner at SoftTech VC.

All tops and bottoms are sold as separates at gift friendly prices ranging from $10-122. The holiday style shop features intimates and loungewear designer darlings, including Le Fee Verte, PJ Salvage, Free People, Kensie, Eberjey, Honeydew, Cosabella and Betsey Johnson that can be paired as part of a sleepwear set. 

About True&Co. 

True&Co. is changing the way women shop for everything underneath the dress. By taking a fit-based approach to online bra retail, True&Co. is replacing the uncomfortable fitting room experience with an online fit quiz and risk-free home try-on. For more information, visit