What is True?
True & Co specializes in the design and distribution of comfortable, supportive women's intimate apparel. By prioritizing a personalized fit experience, the company has disrupted traditional retail models, moving away from legacy sizing standards toward a more inclusive and comfortable consumer experience. Their flagship True Body collection exemplifies this commitment, utilizing advanced materials and ergonomic design to meet the evolving needs of women seeking both style and functionality in their daily wear. The company operates at the intersection of fashion and technology, utilizing proprietary data to optimize product development and ensure high levels of customer satisfaction.
How much funding has True raised?
True has raised a total of $6M across 2 funding rounds:
Angel/Seed
$2M
Unspecified
$4M
Angel/Seed (2012): $2M with participation from Softbank Capital, SoftTech VC, and First Round Capital
Unspecified (2013): $4M led by VegasTechFund, Crosslink Capital, and Great Oaks Venture Capital
Key Investors in True
VegasTechFund
VegasTechFund is a seed stage investment fund focused on investing in founders and startups solving huge problems who are committed to building a vibrant, connected tech community in downtown Las Vegas.
Crosslink Capital
Crosslink Capital is an investment firm that partners with ambitious early-stage founders to build category-defining companies, boasting a diverse portfolio with over 50 exits.
Great Oaks Venture Capital
Great Oaks Venture Capital operates as an early-stage investment firm focused on identifying and supporting founders building transformative companies across multiple sectors including software and consumer goods.
What's next for True?
With the support of this major strategic investment, True & Co is well-positioned to expand its footprint in the competitive consumer goods sector. The company's roadmap likely involves scaling its digital-first infrastructure, exploring new product categories, and deepening its engagement with a loyal customer base. By maintaining its focus on comfort-centric innovation, the firm is poised to sustain its growth momentum, potentially exploring omnichannel distribution strategies to further solidify its brand presence. The strategic deployment of these funds will be critical in navigating the complexities of the retail market while maintaining the high standards of quality that have defined the brand's early success.
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