About us

True is Europe’s only retail and consumer sector specialist. We operate across the entire investment vertical.

Our Live Network creates reciprocal advantage for all within it. Early stage and private equity portfolio businesses, partners, investors, through to retail, consumer and leisure leaders.

We fuel new thinking. We create opportunity. And we use our influence to do good.

Reciprocal
Advantage.

Founding Story

In 2011 Matt and Paul exited childrenswear start-up alexandalexa.com for over 4.5 times invested capital. They formed True in 2013.

Today, Matt and Paul’s ambitious team is the only European consumer and retail PE specialist to operate across the entire vertical – and across the world.

Matt Truman

CEO and Co-Founder

Matt has worked in the retail, consumer and technology sectors for the last 20 years as entrepreneur, analyst, advisor and investor. Prior to founding True, Matt led both JP Morgan’s and Lehman Brothers’ retail franchises where he advised and analysed the largest and most disruptive retailers across the world including Ocado and Tesco. Simultaneously, Matt, alongside Paul, invested in and built AlexandAlexa.com, with a realised exit to Tiger Global. As CEO of True, Matt is responsible for the firm’s strategy, its key stakeholder relationships, deal origination and investment strategy, working across the three unique pillars of the business to deliver reciprocal advantage across our live network.

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, Frugi, Soulfresh and Hush.