Innovation, reimagined

We’re always asking if there’s a better way — for businesses to grow, create change through technology, and achieve more meaningful success.

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Finding a better way.

Our dedicated innovation team relentlessly drives positive change. Through our unique business model and live network, we build and connect tomorrow’s brands — identifying opportunities for growth, change and real consumer progress. Our team’s expertise spans innovation and strategy consulting, design, business operations, investment, finance, marketing, branding and technological leaps that help businesses change exponentially.


We’ve already seen the benefits of working with True and the forward thinking businesses we’ve had access to, and now as a cornerstone investor we’re taking our strategy to the next level to work with and learn from some of the leading entrepreneurs and fast growth businesses in our sector as we focus on shaping the future of M&S.

Eoin Tonge, CFO, Marks & Spencer

We work closely with our partner brands to find opportunities for growth across their businesses. We innovate for tangible benefits — to the bottom line, and to the consumer.

Matt Houston, Group Digital & Strategy Director, Primark

We have worked closely with True for several years. Their model, values and experience mean that their perspective on the industry and how innovation is driving change is unique; as such they have added value across many different areas of our business. Their collaborative approach means they understand what is right for our brand, customers and Partners, which is key to success for us.

Ross Avery, Director of Strategy at John Lewis Partnership

Our partner offering

We work closely with our partner brands to find growth opportunities across their businesses. We innovate for real, tangible benefits to the bottom line — and to the consumer.

Contact Innovation Team
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Shaping the future

  • Strategic advice to help your business innovate.
  • A unique market perspective.
  • Expert consumer and technological insights.
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Unlocking the possibilities of new technology

  • Innovative partnerships.
  • Best-in-class technology.
  • Equipping businesses to shape the future.
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Creating innovation in products, services and ventures

  • Innovation strategy.
  • Venture building.
  • New product development.
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Investing in the future

  • Bespoke fund.
  • Corporate venture capital.
  • Investment advice.

Our technology partners

We bring market-leading tech companies to our Live Network through strategic partnership that create value for all parties, as well as materially-accelerated growth:

  • Supporting geographical expansion
  • Introductions to major corporates
  • Introductions to portfolio businesses
  • Supporting customer retention and new product upsell
Become a tech partner

Trusted by the world’s best companies

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Innovation Challenges

Our brands share a hunger to innovate; to anticipate and shape the future of their industries. To keep them equipped for tomorrow, we run Innovation Challenges across our Network, inspiring creativity and competition in pursuit of the next great leap.

View challenges

innovation stories


The Metaverse: a series of opportunities

The Metaverse has well and truly landed. All things 'metaverse' have reached fever pitch since Facebook's rebranding to Meta. The October 2021 announcement not only set out a vision for what a fully immersive digital world powered by VR would look like for the company's 2.89 billion monthly active users, but also confirmed a colossal investment in making this a reality – $10 billion this year alone. Since then, everyone's been talking about it.

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True to help Shell improve water efficiency in forecourts

Shell’s latest Innovation Challenge with True aims to find the most exciting businesses and ideas to help its 45,000 forecourts improve their water efficiency.

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