The Strategic Investment and Innovation Partner to the Retail and Consumer Sector.

True is a unique global investment and innovation firm, specialising in the retail and consumer sectors.  Our breadth of activities across the entire vertical – early & growth-stage startups, disruptive & fit-for-the-future businesses and global corporates – provides an unparalleled perspective on the future of the industry.

A Unique Model

  • Sector Specialists – we focus entirely on the future of the retail and consumer sector.
  • Entire investment vertical – the True network spans every investment stage, from earliest start-up to largest corporate.
  • Investors and advisors – two specialist funds investing in businesses that will capitalise on consumer behaviour change and technological advancement.
  • Global innovation flow – every year we see 3,000+ early stage businesses from across the world, drawing on strategic partnerships with innovation hubs in Tel Aviv and Paris.

Delivering Actionable Innovation.


Bespoke fund
Corporate Venture
Ad hoc investment advice


Innovation Strategy
Venture Building
Digital Product


Strategic Advice
Unique Insight
the Future


Innovative Partnerships
Best-in-Class Tech. Solutions
Fit-for-the-Future Capability

The Imperative To Act Now.

Surviving and thriving in the retail and consumer sector depends on:

  • Industry leaders who are bold, face into the challenges ahead and understand the future.
  • Recognising that the pace of disruption and structural change is accelerating.
  • Prioritising technology and data across the whole organisation.
  • Embedding innovation as a core competency.
  • Transitioning from “own & build” to “partner and collaborate”.
  • Investing in key capabilities and emerging brands to drive growth.