Our game-changing brands

We work with brands that are shaping the way consumers live. Find out why we believe in them.

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Featured brand

Zwift

Zwift is an at home training game that connects cyclists around the world. It's a fitness movement born from gaming, created by sports enthusiasts that also happen to be experienced software and video game developers – and the perfect recreational fusion for our times.

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ADAY

ADAY

ADAY uses clever designs and sustainable materials to create a collection of versatile items that make up the ultimate everyday capsule wardrobe.

AlexandAlexa

AlexandAlexa

A designer and luxury kidswear platform, with a mission to bring the world’s best kids' brands to the world.

ARPalus

ARPalus

ARpalus have a mission to change how Retailers and FMCGs collect and analyse in-store data. They are taking that process to a completely new level using cutting-edge technology based on Augmented Reality and Computer Vision.

Bedfolk

Bedfolk

Bedfolk is a premium DTC bedding brand on a mission to help people wind down well – offering a curated range of comfort essentials that set a new standard for quality, at a price that doesn’t break the bank.

Beeline

Beeline

Beeline's mission is to get more people riding by improving the typical bike and motorcycle experiences and removing the barriers that put people off. We handle the routes, navigation and tracking so riders get the most from their journey.

Bleach London

Bleach London

Cool kid of the UK hair scene, Bleach London creates and vegan and cruelty-free DIY dye and haircare products. It also has a suite of specialist colour hair salons in the UK and US.

Boy Smells

Boy Smells

Boy Smells has sought to better express the evolving ideas around gender with the creation of a new world of products coined genderful. Named ‘boy’ but packaged in ‘pink’, the brand shatters the binary with everyday products that refute society’s outdated expectations surrounding identity.

BrandLab360

BrandLab360

BrandLab360 are reimagining the shopping experience. The team is leading the field in virtual reality solutions, v-commerce and Metaverse experiences

Brawn

Brawn

Brawn is on a mission to make lifting better by solving problems for those that lift competitively, or recreationally. Brawn achieves this by developing tools, information and support to the global lifting community. The first tool being the Brawn app – the ‘Strava for Strength’.

Buywith

Buywith

Buywith is socialising the business of online shopping: it's a social platform that plugs into any online store, allowing potential shoppers to consult in real-time with their friends and family on their next buy.

By Rotation

By Rotation

By Rotation is a community-powered platform determined to transform the way we consume fashion.

City Pantry

City Pantry

City Pantry, a food delivery technology brand for the workplace, capitalising on the trend towards more social workspaces, was acquired by Just Eat in 2019.

COAT

COAT

COAT is a sustainable paint company on a mission to simplify the testing and use of high-quality paints.

Fable

Fable

Premium dinnerware brand Fable makes artisan cutlery, crockery and glassware more affordable with its D2C approach.

Frugi

Frugi

Frugi dreams of a world without waste, and creates sustainable clothing and accessories for children using only organic and recycled materials.

Grain

Grain

Grain design and manufacture sustainable wooden furniture in the UK.

Haeckels

Haeckels

Haeckels is an independent company based out of Margate, UK bringing the benefits of coastal living to daily skincare. 

Hoxton

Hoxton

Hoxton Ai wants to revolutionise the way human beings use space. It uses AI to measure footfall and demographic tracking, and offers a source of insightful data that avoids disrupting or distracting customers.

Huboo

Huboo

Huboo is making it easy for brands of all sizes to get their products to their customers. It's an end-to-end fulfilment platform, managing storage, picking, packing and delivery for its clients. At the heart of the business is a multi-faceted software platform which optimises all stages of the fulfilment process.

Hush

Hush

Hush is a digital-first fashion business, with an emphasis on the kind of easy-going apparel that the whole world has increasingly been reaching for. It's a leader in customer engagement, using its website and catalogues as rich content real-estate – and fostering a committed community of brand-lovers.

Inde Wild

Inde Wild

Indē Wild represents a journey to self love, celebrating unique needs, culture and modern science with the creation of beauty products targeting the South Asian community.

Localistico

Localistico

Localistico helps businesses track, manage and analyse their presence and profiles across platforms – like Google or Foursquare – at a local level. Local focus means greater footfall, improved customer engagement and richer insights, as Localistico links physical and digital presence.

LoveCrafts

LoveCrafts

LoveCrafts is an online crafting community – the perfect brand for a world increasingly turning to the consolations of creativity. It's the parent company of online marketplaces LoveKnitting and LoveCrochet, combining ecommerce and social networking platforms for the global craft community.

Maude

Maude

Maude is disrupting the legacy sexual wellness industry, to make a better kind of intimacy product. Driven by quality, inclusivity and simplicity, the brand first launched a collection of body-safe and easy-to-use sex essentials, including the award-winning vibe personal massager before expanding with bath and body collections.

Mirthy

Mirthy

Mirthy is pioneering online socialising for the over 55s, offering a variety of online events and a space to connect over shared interests and experiences.

Mishipay

Mishipay

Mishipay is a retail payment technology that's making the checkout till a thing of the past. It allows people to find something they like, scan its barcode, pay via smartphone and be on their way. Radio-frequency identification (RFID) and cloud computing means seamless integration and theft prevention.

NearSt

NearSt

NearSt wants to transform the way the world thinks about retail, and get people back into high street shops, and supporting the retailers on their doorstep.

Planera

Planera

Planera is a London-based personal hygiene company that sets out to make it easier for people to live sustainably. Planera has developed the world’s first and only certified flushable and biodegradable sanitary pad – giving consumers a guilt-free sustainable and disposable solution to managing their period.

Ray Studios

Ray Studios

A category-defining brand utilising new technologies and a digitally-led experience to reinvents the tattoo-removal procedure.

Ribble

Ribble

Ribble is a performance bike brand for all high level gear enthusiasts – and it's inspired many of the True family to take the saddle. Its award-winning bikes and e-bikes are sold through its website and a growing number of state-of-the-art showrooms.

Rotaready

Rotaready

Rotaready is helping businesses organise their time - and saving them time in the process. It's a digital scheduling software, allowing retail, leisure and hospitality businesses to create optimised, data-driven staff rotas in seconds.

Serious Pig

Serious Pig

Serious Pig is elevating the traditional pub snack - creating snacking salami, cheese and charcuterie for the casual drinker.

Shameless Pets

Shameless Pets

Launched in 2018, Chicago-based Shameless Pets formulates dog treats using upcycled ingredients, working with farmers and other food processors to use nutrient-rich ingredients that would otherwise be wasted. The company’s platform is to create a sustainable process while providing key nutritional benefits through its dog treats.

Shellworks

Shellworks

Shellworks is on a mission to make plastic waste a thing of the past. Our first product is Vivomer, which is a completely vegan and compostable material, made with a little help from friendly microbes. We’re excited to introduce the future of packaging for a post-plastic world.

Sneak

Sneak

Sneak is disrupting the energy drinks market – offering the new media consumer a healthier way. Sneak contains zero sugar and only natural colours and flavours. Distinctively, it's mainly sold as a powdered formula, available in 12 flavours, which consumers mix with water at their convenience.

Soulfresh

Soulfresh

Soulfresh is a healthy food business intent on bringing more exciting and nutritious food and beverages to grocery shelves. The company is taking a stand against lifeless, unimaginative brands dominating supermarkets, and disrupting the industry with its sustainable and uncompromising stance on food.

Spirable

Spirable

Spirable’s technology enables the creation of quality, personalised and compelling video advertising at speed and scale. Tailored and optimised for each stage of a shopper’s online journey, Spirable dramatically increases click through and conversion.

The Cotswold Company

The Cotswold Company

The Cotswold Company designs and makes timeless, beautiful furniture inspired by the beauty of the Cotswolds - where the brand was launched, and continues to be based.

ThirdEye

ThirdEye

Thirdeye is a state-of-the-art computer vision company, founded in London in 2016. ThirdEye sits on top of existing CCTV cameras to understand human behaviour on the shop floor level. This allows computers to automatically detect important events, such as a potential shop theft, and alert staff members in real-time.

Unmind

Unmind

Wellness in the workplace increases engagement and productivity. Unmind is a proactive workplace mental health platform, that provides clinically-backed tools and training to create healthier and happier, more human organisations. These vary from mindfulness meditations to CBT metaphors, sleep melodies to storytelling, yoga to healthy recipes.

VITL

VITL

VITL is a wellbeing platform offering personalised vitamins and supplement subscriptions to help busy people heighten their health. Its expert advice helps people choose the right vitamins and supplements, creating a personalised programme and wellbeing package which arrives through the letterbox every month.

Warpaint

Warpaint

Warpaint is a pioneering make-up brand for men. It was founded by Danny Gray in 2018 and born out of his own experience of being bullied for his acne as a teenager – which led him to start using his sister’s concealer and foundation to give himself confidence. He's now supplying make-up to a growing audience seeking a similar lift.

investment at true

We invest in entrepreneurs, founders and teams that are reimagining business, finding better ways to grow. We work with breakthrough consumer brands and businesses, supporting them through our two funds, as well as True’s unique network and innovation arm.

more on investment