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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 surpass profit. We aspire to the kind of success in which everyone becomes a winner: the consumer, the company, the people and the planet. This is the future of business and we’ll all profit from it.

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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. Our deliberately diverse team works toward one goal: unprecedented commercial success, built the right way.

our people

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 brands that inspire us, shape consumers’ lives and create positive change the world over.

Our brands

True stories


‘As the storm abates, mothballed growth strategies are being rekindled’

Retail is not rapidly transitioning from bust to boom, but the headwinds that have blasted the industry are abating, believes True’s Matt Truman.

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Revolutionising Employee Engagement: The Path to Success

There are several macro trends currently affecting the workforce. Whether employee or employer, everyone is trying to negotiate post pandemic working. Innovation Analyst, Robyn Wilson has spent the last three months diving into the world of employee engagement and has identified four key workplace areas that can be enhanced through innovation to improve retention, engagement and output.

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True's Take on: World Retail Congress 2023

Hot off the heels of ShopTalk Las Vegas, we took a trip to Barcelona to attend and speak at the World Retail Congress. With Matt, our Co-founder & Exec Chair speaking on the future of the industry and the current state of investment market in a private top 30 global CEO forum and Archie, our Innovation Director speaking on Circularity and Retail's Journey to Net Zero. In the spirit of democratising access to the event, we’re lifting the lid on our top takeaways.

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