About us

True is Europe’s only retail and consumer sector specialist that operates across the entire investment vertical. Our Live Network of early stage and private equity portfolio businesses, partners, investors, and senior figures from across the retail, consumer and leisure industries creates reciprocal advantage for all within it.

Reciprocal
Advantage.

Founding Story

In 2013 Matt and Paul exited startup alexandalexa.com, an online luxury childrenswear retailer in which they invested in 2008, for more than 4.5 times invested capital. They went on to form True.

Since then, Matt and Paul have been joined by a like-minded and ambitious team, and today True is Europe’s only consumer and retail sector-specialist that operates across the entire investment vertical.

Matt Truman

CEO and Co-Founder

Matt has been involved in the retail and consumer sector for 16 years. Graduating from the University of London with a 1st class degree in business and economics, he began his career at Deloitte before joining Lehman Brothers as an equity analyst, where he was made Head of Retail. He subsequently joined JP Morgan where he led the European retail franchise. Over his 13-year career in the City, Matt advised a collection of the largest and most disruptive retailers in the world. He co-founded True with Paul Cocker in 2008, initially as a private investment vehicle to build and ultimately realise his own e-commerce business in his spare time, before launching the business full time in 2013.

Matt sits on the board of True portfolio companies: Ribble Cycles, The Cotswold Company and Tyres on the Drive.

Paul Cocker

Co-Founder

Paul started his 20-year retail and consumer career at Deloitte, meeting Matt in the process. He then spent seven years as a corporate financier while at the same time, joining forces with Matt to build AlexandAlexa and subsequently launch True. Paul focuses on True’s investment portfolio, whilst also ensuring that True delivers against its long-term strategy.

Paul sits on the board of The Cotswold Company, Ribble Cycles, Tyres on the Drive and Frugi.