True Stories
News, events, case studies and podcasts from across the True community.
Latest story
The Metrics That Matter in Consumer VC
We’re excited to announce a new partnership between True and EUVC, bringing together conversations, perspectives and insights focused on the future of consumer and venture. In our first episode, Joe Seager-Dupuy and Andreas Munk Holm are joined by Susan Lin from Felix Capital and Sameer Singh from Speedinvest to discuss what really matters in consumer VC today.
Opinion
Almost no one thinks about how to invest in retail
Matt Truman's latest Retail Week column is here, where he makes the case for why retail is one of the most overlooked investment opportunities in the market today.
News
Zwift Acquires Rouvy
Zwift has acquired Rouvy, the real-routes indoor cycling app, marking a significant step in the expansion of the global indoor cycling category.
Events
True x World Retail Congress 2026 in Berlin
As part of our ongoing partnership with the World Retail Congress this year, we handpicked 13 technologies to take part in the Value Creator Zone, moderated a panel on unlocking real AI value and curated a landmark report containing 30 real-world case studies in retail.
Insight
Do supermarket loyalty schemes actually make a difference? We put six to the test.
We compared six supermarkets in Clapham using one comparable weekly basket and asked the more important question: which loyalty scheme actually makes us want to shop there?
News
Jim Slater appointed as Chair of German Doner Kebab
Jim Slater has been appointed as Chair of German Doner Kebab to support its continued growth both in the UK and internationally.
News
The Future of...Technology & AI in the Protein Supply Chain
What do technology and AI hold for the future of farming and the protein supply chain? See our key reflections from last week's event at True House.
News
Apparel Brands Appoint Stuart Puddy as Director of M&A and Strategic Partnerships
Apparel Brands Group have appointed Stuart Puddy as Director of M&A and Strategic Partnerships, strengthening the group’s ambition to grow its brand portfolio.
News
Why we invested in Alpa
Hospitality represents a significant share of Europe’s economy and demands constant, detailed operational oversight. Yet there is a huge lag for restaurant groups and multi-site operators to understand performance - that is exactly where Alpa comes in and why we at True are excited to back the company.
Insight
Q5 and Prospect Magazine: Powered by AI, led by humans
As part of Q5's final event in their "What's Next" series with Prospect Magazine, our Executive Chair and Co-founder took part in a panel exploring the future of leadership, humanity and power in AI-driven world.
News
Why We Invested in Cambiotics
We are proud to announce True’s participation in the €4m Seed round of Cambiotics.
News
Ex-Adidas Yeezy Jim Anfuso to lead Represent in North America
Represent have appointed ex-Adidas Yeezy general manager Jim Anfuso as President of North America to support the brand's continued growth in the US.
Insight
NRF 2026: The Battle for Share of Tech Stack
The five themes from this year's NRF that we believe matter the most.
News
The Cotswold Company deliver 17% year-on-year Christmas sales growth
The Cotswold Company deliver 17% year-on-year Christmas sales growth as well as open their newest showroom in Chichester.
Insight
Can A Bot Buy My Entire Christmas Shopping List?
Experiments in Agentic commerce: implications for customers, brands and retailers.