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Hello, we’re True. We’re reimagining business through innovation and investment.

We come with a new perspective and a pioneering spirit. We’re ambitious; our goals go beyond profit. This is the future of business and there's no turning back.

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A unique model for investing, innovating & growing

We work closely with our community of founders, entrepreneurs, leaders and experts from across the full consumer world, adding value to their businesses. We don’t just invest; we find imaginative ways to enable change. How? By setting up collaborations between the giants and innovators of the consumer and tech industry, supporting startups and creating knowledge sharing and innovation wherever there’s an opportunity.

Meet the changemakers

Our people are passionate about better business. We work toward one goal: unprecedented commercial success, built the right way.

our people
A group photo of the change makers

The culture and people are the best thing about True. I always think about how lucky I am to have been able to start my career at True with people who genuinely care about my personal and professional growth.

Qianhui Yang, Investment Analyst

Having previously worked with True when at the John Lewis Partnership, I recognised the potential of the unique model that True operates and saw a team with huge ambition to grow something really special.

Archie Mason, Director, Innovation

I wanted to join True because it’s a different way of approaching the industry we’re in, and this coupled with the retail and consumer angle gave me real reason to be excited.

Cameron Kanda, Investment Analyst

I wanted to be a part of True because we’re building something in a company that shared similar ideals to myself. I was looking to find a common goal and I instantly knew from meeting Matt and Paul that I liked them, wanted to work with them and be on the True journey.

Serena McCutcheon, Head of People and Operations

A portfolio that excites us. Every day.

We work with companies and brands that inspire us, shape consumers' lives and create new opportunities the world over.

Our portfolio

True stories

Events

True at Smart Retail Tech Expo - Four Interesting Tech Startups to Watch

Our innovation analysts share their selection of the top tech startups that exhibited at Smart Retail Tech Expo and why they stood out.

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News

Interview with The Cotswold Company's CEO, Ralph Tucker

Retail Gazette's Aoife Morgan sits down with The Cotswold Company's CEO, Ralph Tucker, to discuss his take on throwaway furniture, its value push and 2024 growth plans for the business.

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Insight

Megatrend: Data Consciousness

To explore the major shift in the consumer data landscape and what retailers and brands should be doing in response, we sat down with StJohn Deakins, Founder and CEO of DataSapien, a company developing technology that delivers hyper-personalisation while prioritising data privacy and compliance.

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