On the first day of the D10 conference last week, the (mostly male) attendees dipped into their swag bags and pulled out lacy, yellow thongs. The panty placement was a bold move to bring attention to True & Co., a lingerie e-tailer launching at the conference. But founders Michelle Lam and Aarthi Ramamurthy were placing even ballsier bets on their bra business.
Replacing tape measures, clueless salespeople, and humiliating fitting room ventures with algorithm-based e-commerce, True & Co. aims to bust the spandex stranglehold Victoria’s Secret has on approximately half of the estimated $12 billion lingerie industry. Lam says given how reluctant most women are to replace their bras, she estimates the right experience could boost the entire channel.
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