Catherine Pelton

Principal, Investment

“Incredibly smart, highly motivated and genuinely passionate, Catherine is truly remarkable and the exact type of person you’d want on your team.” — Rachel Marshall

Catherine Pelton


Prior to joining True, Catherine was at at Pentland Brands — a global sports and fashion business where she spent time in London, Hong Kong and Shanghai. After returning from China, she joined the Corporate Development team, where she developed a love of investing in exciting consumer brands.

meet Catherine

Why did you choose True?

A chance to get involved with some of the most exciting brands and businesses in the Consumer space. And getting a taste of the infamous True Christmas party before I joined ...

How would you describe your job to a five-year-old?

We have a pot of money, and we find interesting people who are building exciting businesses and give each of them some of the pot of money, and we support them to make their company bigger and better.

What do you love most — and least — about your job?

I love meeting interesting founders and businesses and figuring out how we can help them scale. One of the things I like the least is how much faster than me everyone is on our Friday runs around the park — Olympian sporting prowess seems to be one of our hiring criteria!

Name an idea or company that reimagined a business or industry — one you wish you’d thought of.

Nespresso — an amazing example of how a corporate innovation project revolutionised at-home coffee: a perfect subscription model, George Clooney adverts — and it makes me much better company in the morning.

Which person or people helped shape and inspire who you are today?

Yvon Chouinard, the founder of Patagonia. A true rule breaker, leader in the B Corp community and survivor of three avalanches. His book, Let My People Go Surfing, is a must-read for anyone interested in company culture, environmentalism and preserving brands for the long term.

true cv

Catherine’s expertise at True:

True stories featuring Catherine


True invests in leading fashion and lifestyle retailer hush

True and hush today announce a new partnership to mark the next chapter of the fashion and lifestyle brand’s continued growth story, with True investing in hush in a deal that has been several years in the making and reflects our shared ambition in the digital retail space.

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hush appoints Susanne Given as chair

True has appointed Susanne, who has a wealth of experience across retail including roles as Chief Operating Officer at Superdry plc, Buying Director at John Lewis & Partners and UK/Ireland Managing Director at TK Maxx to chair of it's fashion and lifestyle retailer hush.

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relevant people

Richard Brick

Director, Investment

“Rich’s vigorous passion for consumer brands and working with the teams that build them is infectious and always brightens the days of those around him.”

Richard Brick