True&Co: Your Personal Online Bra Shopper and Fitter

Credit: True&Co

Rancho Palos Verdes, Calif. - If you thought you couldn't shop for a bra successfully in the privacy of your home, you might soon feel differently. Or at least that's what True&Co wants.

The site, which is launching today, is trying to make shopping for a bra on the Internet easier by applying search technologies to the process. In essence, it wants to replace that not-always-pleasant process of being fit for a bra with a computer.

Go to, take a two-minute online quiz, which includes questions about how comfortable your current bra is and your current size, and with the help of special algorithms, the site will list sizes and styles that are likely to fit you the best. Pick the five you're interested in trying at home and the company will send them to you. You pay for the ones you want to buy and send the others back free of charge.  Shipping, in both directions, is free.

"Women have told us (and we've lived through it ourselves) that bra shopping is one of the most unpleasant experiences you can have at a store. It's not shopping. It's standing half-naked in a fitting room with a stranger and a measuring tape," Michelle Lam, CEO and co-founder of True&Co, told ABC News. "We've created an online bra fitting and home try-on experience that empowers women to understand their unique body shape and what works for them."

But True&Co doesn't just want to be seen as a web bra shop. It's taken the technology seriously and applied it to the process.

"Our fit algorithms do not use measuring tape because we discovered that 1) many of our customers do not own measuring tapes and 2) even if they did, they aren't sure how to use them to find their size," Aarthi Ramamurthy, Lam's fellow co-founder at True&Co told ABC News.  "Instead, we use a simple two-minute quiz that combines user input with our translation engine to determine the potential range of styles and sizes that are right for that customer."

True&Co will carry almost 200 styles of bras from over 20 brands, including Calvin Klein and Natori. The company has raised $2 million in its first round of funding.

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