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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

LIVE from Shoptalk Las Vegas

The True team is back from Shoptalk Las Vegas after a packed week of insightful panel discussions, meetings with brands and technology businesses, as well as connecting with our US corporate partners. Our Innovation Principal, Jamie Campbell, explores this year's major themes.

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News

RIBBLE REBELLION Unleashed

RIBBLE REBELLION is the all-new racing team founded by Ribble Cycles, with the primary focus of disrupting the global Crit circuit.

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Opinion

Bargain Hunt

Our industry finds itself in a perplexing spot in 2024. Macroeconomic conditions aren’t great, but they’re an awful lot better than they were a year ago. Opportunities abound, particularly the potential for AI to deliver efficiencies throughout the value chain, but challenges also remain plentiful.

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