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True & Co.

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True & Co. is an American online lingerie retailer. Headquartered in San Francisco, California, True & Co. was founded by Michelle Lam and Dan Dolgin.

Lam co-founded the company after becoming frustrated with trying on bras in fitting rooms. The company uses a questionnaire and associated algorithm to recommend bra sizes to customers. According to the New York Times, "True & Co.’s innovation is to put a batch of bras into customers’ hands so they can choose what fits best."True & Co. sells bras from other lingerie lines as well as from its own branded collection. True & Co. released a beta version in January 2012 and officially launched in May 2012. According to Bloomberg Businessweek, "True & Co. is often referred to as 'the Netflix of bras.


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