As part of a commitment to invest in its digital platforms, apparel giant PVH Corp has entered into an agreement to acquire True&Co., a direct-to-consumer intimate apparel e-commerce retailer.

The deal, the terms of which were not disclosed, will enable PVH to further participate in the online channel and provides a platform to increase innovation, data driven-decisions and speed in the way it serves its consumers across its channels.

"Today's announcement illustrates our commitment to driving innovation across our business and demonstrates our commitment to making strategic investments in our digital platforms to support our long-term growth initiatives," says CEO Emanuel Chirico. "We believe that we can leverage the analytics tools of this data-driven company, while leveraging PVH's intimates category expertise, including global brand management, product know-how and supply chain."

Founded in 2012, based in San Francisco and designed in New York City, True&Co is changing the way women shop online by redesigning the art of bra shopping. The company uses a proprietary fit quiz to recommend bras and other intimates that will best fit the responding consumer, and claims more than 5m women have used its technology.

"Five years ago, I founded True&Co. to change the way women shop for intimate apparel," says Michelle Lam, co-founder of True&Co. "In PVH, we have a strategic partner who can help us bring this change to as many customers as possible. We look forward to joining PVH's portfolio of brands and to help drive growth initiatives for PVH's other brands."