PVH Buys Intimates E-tailer

PVH Corp. this week unveiled a plan to acquire True&Co. an online retailer of intimate apparel. Terms of the deal were not disclosed.

In addition to providing a direct-to-consumer channel, the five-year-old True&Co. gives PVH Corp. a shopper-centric analytics system that has data on five million women. The retailer's website uses a proprietary quiz to give shoppers personalized recommendations for bras and other intimate apparel.

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

“I founded True&Co. to change the way women shop for intimate apparel," said co-founder Michelle Lam. "In PVH, we have a strategic partner who can help us bring this change to as many customers as possible. We look forward to joining PVH’s portfolio of brands and to help drive growth initiatives for PVH’s other brands.”

PVH Corp. ranks 62nd on CGT's list of Top 100 Consumer Goods Companies for 2016. Brands include Calvin Klein, Tommy Hilfiger. Van Heusen, Izod, Arrow, Speedo, Warner's and Olga.