The founders of True & Co. put lacy thongs in the swag bags at a mostly male tech conference; their eyebrow-raising approach to launching caught the eye of a few women investors. Is this what it takes to fund women-led ventures?
By Lydia Dishman (Contributor, Fast Company)
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.
Though its story sounds cut and dried, True & Co.’s experience snagging early stage funding is not all that common for women-owned startups. A report from the Center for Venture Research at the University of New Hampshire found that women-owned ventures account for 12% of entrepreneurs seeking angel capital.
True&Co co-founders Aarthi Ramamurthy and Michelle secure funding from investors for bra shopping.
By Ingrid Lunden (Writer, TechCrunch)
The women’s liberation movement once taught ladies to cast off their bras in solidarity and empowerment; now a new startup, founded by two women, is inverting that formula to make sure that when you put it back on, that bra fits like a glove.
True&Co is launching an online bra fitting service and shop that takes a very traditional (and tedious) process — finding bras you like that actually fit well — and makes it quick and kind of fun, and it is doing it with $2 million in seed funding from a great list of investors: First Round Capital, SoftTech VC, Aileen Lee, Softbank Capital