About us

True is a consumer specialist investment and innovation advisory firm managing ~$1bn of assets, investing across the consumer, retail, leisure and technology sectors. True's VC Fund focuses on Pre-Seed to Series A, investing up to £2m in companies like Jitty, JENA, Boy Smells, By Rotation, and SeeChange. True's Private Equity Fund primarily focuses on growth equity and buyouts, with portfolio companies Ribble Cycles, Zwift, The Cotswold Company, Hush, Apparel Brands and more. True is also the future-focused partner for global corporates and household brands such as Marks & Spencer, Associated British Foods, Warner Bros. Discovery, 7-Eleven, and TJX, helping to navigate uncertainty and drive growth in a net zero world.

Website
http://www.true.global
Industry
Financial Services
Company size
11-50 employees
Headquarters
London
Type
Privately Held
Founded
2014
Specialties
Venture Capital, Private Equity, Innovation Consultancy, Business Community, Start-Up Growth, Investment, Sustainability, B Corp, Purpose-Driven, Retail, and Consumers

Locations

Employees at True.

Updates

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    10,668 followers

    📣 The Cotswold Company has partnered with Next!   Bringing the homeware brand's stylish and timeless designs to an even wider audience as part of their omnichannel strategy, The Cotswold Company has announced a new collaboration with high street giant Next. 🛍️   Together this partnership will bring a curated collection of Cotswold-designed furniture, home décor, and textiles to Next's stores and online platform — allowing The Cotswold Company to tap into Next's extensive customer base and distribution next work.   Ralph Tucker, CEO of The Cotswold Company, said:   'This move makes The Cotswold Company a truly omnichannel brand with the foundations – and momentum – to continue accelerating our growth and become one of the UK’s leading premium homeware brands.'   ❄️ Here's to cozy winter evenings with The Cotswold Company 👉 To read more click here: https://lnkd.in/d5EszwNh   #TheCotswoldCompany #Next #True #TruePortfolio #PE #PrivateEquity #Homeware #Retail

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    10,668 followers

    🚲 Ribble Cycles wins Best Omnichannel Retailer at the BikeBiz awards! 🥇 Evaluated by a panel of experts alongside industry votes and up against top industry retailers at the BikeBiz awards in Birmingham last night, we're proud to announce Ribble's win—as well as Sasha Castling being nominated for 'Woman of the Year'! #RibbleCycles #PE #TruePortfolio #Cyling #Ribble  

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    8,936 followers

    Judged on 'the quality of the range offered and customer service', we’re delighted to have won the BikeBiz 2024 Omnichannel Retailer of the Year.

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    10,668 followers

    ✨ On Wednesday morning Roxane Sanguinetti and a host of Alma Angels joined the True VC team for a Consumer AI trends focused breakfast here True House. Camille Templé from our investment team unpacked how AI is stepping up to help consumer tech turn challenges such as choice overload and data fatigue into opportunities. From smart agents and assistants like Nous and Prosper that simplify decisions to creativity-boosting tools such as Runway and ElevenLabs, AI is making it easier for consumers to focus on what truly matters. #VC #VentureCapital #TrueCommunity #ConsumerTech #AI

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    10,668 followers

    ✨ Big news from our portfolio! ✨    Emma & Tom’s joins the Soulfresh family! 🎉   We first invested in Soulfresh at the end of 2019, backing their mission to transform the food and beverage landscape for the better. Now we’re proud to announce that Australian kitchen staple Emma & Tom's is joining in this mission for quality, health, and sustainable practices.   In keeping with Soulfresh's own commitment to championing nutritious, high-quality products that do good — this partnership between Soulfresh and Emma & Tom's is only going to bring even more innovative and healthier beverage options to Australia, New Zealand, and the UK.   See what Soulfresh's CEO, Maurice McGrath, has to say on the partnership: “Bringing Emma & Tom’s into the Soulfresh family is a transformative step for both companies. This partnership not only enhances our ability to expand across multiple channels, but also significantly strengthens our position in beverages. Together, we are well positioned to offer a broader range of innovative and healthier beverage options, creating greater value for consumers, and driving sustained growth for both Soulfresh and Emma & Tom’s.” 👉 Emma & Tom's and Soulfresh are now united in their mission: to be more than just good quality products, but catalysts for a healthier, more sustainable lifestyle.   #Soulfresh #TrueCommunity #PE #EmmaandToms #HealthyLiving #HealthInnovation 

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    10,668 followers

    We are delighted to launch our latest insight report: 💡 New Product Development — The Revolution in Food.💡 Our latest insight report, authored by Innovation Analyst Helen Ford, explores the challenges currently experienced by research teams and the different solutions that are emerging to uniquely unlock the full innovation potential from ideation through to commercialisation. By seamlessly integrating smart solutions, food companies can accelerate innovation, improve efficiency, and delight consumers like never before. The future of new product development is here, and technology is the catalyst driving its transformation. Key highlights include: 📊 Companies are responding to evolving consumer trends and accelerating NPD cycles 🤖 Brands use AI to react to trends, formulate products, and analyse consumer feedback 🧠 Traditional NPD relies on trial-and-error and gut feel, leading to high failure rates and inefficiencies 🏆 Generative AI is revolutionising development speed and creative potential 👉 Click here to reach out for your report: https://lnkd.in/edbXKRea #Innovation #InsightReport #NewProductDevelopment #Food #AI #NPD #TrueInnovation

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    10,668 followers

    🌟 Celebrating five years of By Rotation — and the opening of their brand new five-story Mayfair townhouse! 🛍️   Now the world's largest high-fashion rental store, By Rotation has just opened its doors in Mayfair, offering a sustainable and accessible way to experience luxury fashion. Fashion rental fans can now browse the collection available to rent, consisting of clothing, handbags, and accessories. By choosing to rent rather than buy, you're not only reducing your environmental impact but also supporting a more sustainable fashion industry.   Eshita Kabra launched By Rotation back in 2019 as the world's first social fashion rental app to make high end fashion not only more accessible, but more sustainable. Through its innovative clothing platform, By Rotation reduces fashion waste and widens access to luxury style. By keeping quality pieces in circulation longer, they're helping tackle the £140 million worth of textiles discarded in UK landfills each year.   👉 To check out the pop-up head to 31 Brook Street, Mayfair and read more here: https://lnkd.in/e64GQAGe  #TruePortfolio #VC #ByRotation #SustainableFashion #CircularFashion #TrueCommunity

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    10,668 followers

    ✨ Ending this week with some exciting news from our portfolio ✨ 🛍️ You can now find Hush on the first floor of Elys Of Wimbledon. To launch this partnership, founder Mandy Watkins sat down with personal stylist Claire McNestry to share Hush's story and discuss her favourite pieces from the new collection.   Head to Elys now to shop the collection for yourself! https://lnkd.in/gvt67P7c   💡🎨 maude makes history as its products now feature in the Musée du Louvre. As part of Private Lives: From the Bedroom to Social Media exhibit at the Musée des Arts Décoratifs, you can explore the relationship between privacy, technology, and intimacy in the ways we connect with one another. From October the 15th to March the 30th, you can buy Maude products at the exhibit sponsored with L'Oréal - alongside some culture!   Read more here: https://lnkd.in/gwqtkc_V   📣 The Cotswold Company have introduced Berkeley Black Oak: A Bold New Addition to the Berkeley Collection. This striking collection reimagines the popular Berkeley Nordic Oak range with a sophisticated black stained finish, perfect for the approaching cooler seasons. To discover the collection, see more here: https://lnkd.in/g7UhA3C8 #Hush #Maude #TheCotswoldCompany #PE #VC #TrueCommunity #Technology #Fashion #Wellness #Homeware

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    10,668 followers

    We are delighted to launch our latest insight report: 💡 New Product Development — The Future of Consumer Insights.💡     Our latest insight report, authored by Innovation Analyst, Noa M., explores the upcoming "Connected Era" that demands a more integrated approach to consumer insights, using advanced technologies to strengthen the consumer-brand relationship in NPD.   Key highlights include:   📊Consumer insights are an organisation-wide asset 🤖Conversational AI and digital twins are revolutionising research methodologies 🧠 AI solutions process vast quantities of data at scale 🤳The future lies in creating a proprietary understanding of consumers 🏆Success depends on embedding consumer insights into business models    👉 Click here to reach out have a read: https://lnkd.in/eECer_bZ #Innovation #InsightReport #NewProductDevelopment #ConsumerInsights #AI #ConnectedEra #TrueInnovation

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    10,668 followers

    📚 Last night marked a significant step towards our goal of creating a fair education system for schoolchildren in the UK. The critical issue of educational inequality means children who face multiple disadvantages are consistently struggling to reach their full potential. 👏 With the aim of equipping all young people with the necessary skills and knowledge to succeed, we and The Centre for Social Justice (CSJ) launched our new project:   'Maximising Potential: How can we build an education system that gives each student the best chance?'   Our CEO and Co-Founder, Paul Cocker, welcomed a group of guests all united in their alliance with us to build partnerships and drive meaningful change. Andy Cook, Chief Executive of CSJ, shared the key issues that inspired the launch of this project and introduced Emma Bonnin and Lawrence Dallaglio OBE as speakers.   A stark reality of the difficulties faced by schoolchildren as young as six in London, headteacher Emma Bonnin from Pakeman Primary School shared some of the challenges awaiting these children outside of school gates. From the threat of gang violence to the lack of support for children whose parents suffer from mental illness, it was clear that the issues we thought we faced growing up were far from what many children experience today.   Lawrence Dallaglio OBE, founder of Dallaglio RugbyWorks, concluded the event by sharing his backstory and the reasons behind starting Rugby Works. With a mission to help young people who have been excluded or left behind by the school system, Lawrence utilised the positive impact of team sport to empower social inclusion and provide children with an equal chance at education.   👉 See them being interviewed at True House here: https://lnkd.in/d6CQuzJb   👏 With thanks to the charities spotlighted at the event who are making a significant difference in the lives of disadvantaged young people in the following ways:   One-Eighty: confronting truancy and youth offending. Power2: helping children at risk of school exclusion. Lads Need Dads CIC: Supporting children without a father figure in their lives and addressing the problems this can cause. Children Heard and Seen: helping children and families affected by parental imprisonment with one-on-one support. Artis: helping disadvantaged children through creative learning. Dallaglio RugbyWorks: supporting young children experiencing school exclusion.   A huge thank you to everyone who attended.   #TheCentreforSocialJustice #CSJ #TrueCommunity #SocialJustice #EducationForAll #EducationalEquality #Education

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    10,668 followers

    🚀 Investment news – we’re thrilled to be part of Moselle’s #seed round!   Incredibly excited to partner with Lakhveer Singh Jajj and his team as they empower #consumer brands with #AI-powered inventory management. ✨ Our Investment Director, Mike Martin, said:   'This is a huge opportunity. We see every day the challenges fast-growing consumer brands face in managing their inventory, and getting it wrong can lead to significant cash flow issues and poor customer experience. That's why we're excited to partner with Moselle on their mission to help all brands leverage the power of AI to solve this problem.'   👉 You can read more from their press release here: https://lnkd.in/etXQwkjS Mike Martin Joe Seager-Dupuy Kasia Cheng Joseph Aziz Camille Templé   #Moselle #VC #RetailTech #TrueCommunity #AI #Tech

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Funding

True. 1 total round

Last Round

Series unknown

US$ 8.7M

See more info on crunchbase