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Data-driven retailer with a better, data-driven way to shop for bras.

News and Press

Bra startup True&Co sold to Calvin Klein owner PVH

TechCrunch • March 16, 2017

True&Co., an e-commerce company founded with the mission of disrupting the lingerie industry by creating a new business model for selling bras and other undergarments, has been sold.

How True & Co. Modernized the Bra Shopping Experience

Racked • Dec. 9, 2016

Over five million women have helped the brand build better bras through one simple quiz.

Show all News and Press (31 more)

Blog Posts

Something White, Something Blue, Something You

May 17, 2017

My First Bra Story Winner!

May 16, 2017

What’s Your Uniform?

May 16, 2017

Blush, The New Neutral

May 15, 2017
Show all Blog Posts (242 more)

Founders / Key Team

Michelle Lam
Michelle Lam
CEO & Co-Founder

Michelle Lam is the Co-founder and CEO of online intimate apparel designer and retailer, True&Co. As the first female investor at Bain Capital Ventures, Michelle developed a passion for data-driven online retail, where she worked with multiple startups, including RentTheRunway and LinkedIn. Previously, Michelle’s background includes the Boston Consulting Group, Microsoft, and Parthenon Capital. Michelle has been names Top 40 under 40 by the SF Business Times and one of Fast Company's Most Creative People.

Beatrice Pang
Beatrice Pang
Head of Operations and Finance & Co-Founder

Prior to joining True&Co., Beatrice was a co-founder/COO of Modewalk, which she later sold to Moda Operandi. She has been a Venture Fellow at Lightspeed Venture Partners and has extensive experience at Nokia, Microsoft, and Merrill Lynch. Beatrice received her B.A. in Economics from Colorado College and an MBA from Stanford University.