What is True?
True & Co specializes in the design and distribution of high-comfort women's intimate apparel, most notably through its signature True Body collection. By leveraging proprietary fit-technology, the company addresses the persistent consumer demand for supportive yet comfortable undergarments. Positioned at the intersection of fashion and e-commerce, True & Co utilizes a direct-to-consumer model to bypass traditional retail friction, allowing for a more personalized customer experience and higher brand loyalty. The company's market position is reinforced by its commitment to inclusivity and ergonomic design, which serves as a primary differentiator in the crowded apparel market.
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 First Round Capital, Softbank Capital, and SoftTech VC
Unspecified (2013): $4M led by Crosslink Capital, VegasTechFund, and Great Oaks Venture Capital
Key Investors in True
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.
VegasTechFund
VegasTechFund is a seed stage investment fund focused on investing in founders and startups committed to building a vibrant, connected tech community in downtown Las Vegas.
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.
What's next for True?
With the recent influx of capital, True & Co is well-positioned to accelerate its market expansion and enhance its technological infrastructure. Future strategic initiatives will likely focus on scaling the supply chain to meet increasing demand while simultaneously refining the digital customer journey through advanced analytics. As the company moves beyond its initial growth phase, the focus will shift toward sustaining competitive advantage through product diversification and deepening its footprint in the broader lifestyle apparel category. The continued support from institutional investors provides the necessary runway to explore new distribution channels and solidify its status as a leader in the intimate apparel space.
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