True Stories

We are excited to announce our strategic partnership with Newton, bringing together Newton’s deep operational expertise and our technology-driven advisory approach to supercharge value creation across the consumer and retail sector.

We’re excited to welcome Kenny Wilson as Chairman and Non-Executive Director of Represent. His appointment marks a major step in accelerating the brand’s global growth. With thirty-five years of leadership in fashion, Kenny brings strategic insight that will strengthen Represent’s position in luxury and performance wear as well as supporting our shared vision for Represent's continued growth.

New US tariffs are set to squeeze UK retail margins. We outline the tech that can help retailers respond fast—cutting landed costs, refining pricing and making smarter inventory calls. In a volatile landscape, these tools offer a clear edge in protecting margin and staying resilient.

Meta’s recent decision to suspend third-party fact-checking in the US marks a major shift in how online content is governed. Replacing it with a community-led model introduces both opportunities and challenges for brands navigating an increasingly fragmented and volatile digital landscape. Noa's blog explores what Meta’s policy shift means for brands, consumers and the future of content governance.

After a packed three days of meetings with leading retailers, brands, tech businesses—plus connecting with our US corporate partners, the True team are back from Shoptalk Las Vegas 2025. This year’s agenda focused on the four fundamental qualities today’s consumers expect: customer hospitality, value, inspiration and a strong reason for being. With Liam Buswell and Jamie Campbell representing True on the ground in Vegas, here are their insights from this year’s event.

We are pleased to announce the appointment of former global CIO of Burberry and Unilever's consumer business, Mark McClennon, MBE, as Senior Advisor to True.

AI Agents show promise but face adoption challenges, with success likely first in simple, routine tasks where downsides are minimal compared to the hassle of doing it yourself. Joe's blog explores the spectrum from AI Assistants to true Agents, examining when consumers will trust AI to act independently rather than just assist.

As hinted at the end of last year when we announced our strategic partnership with Represent, the brand has now expanded into womenswear. Founded by brothers George and Michael Heaton, Represent has a loyal customer base and has seen considerable growth.

Innovation analyst, Noam Silva, explores how sustainability in retail faces a critical paradox. While 80% of consumers claim they'll pay more for sustainable products, their purchasing decisions tell a different story. As businesses navigate climate commitments and greenwashing concerns, economic pressures threaten to overshadow sustainability initiatives. Yet the path forward is clear: companies must transform their environmental efforts into measurable business value.

Ribble is now the official bike sponsor of the Smurfit Westrock Cycling Team for the 2025 season, powering the women's cycling team to new heights.

The Cotswold Company (TCC) saw Christmas sales surge 22% to £19.9m, B Corp certification, and the opening of its eleventh and twelfth showrooms in Marlow and Harpenden.

We are excited to announce True’s participation in Eyva’s €2.7m Seed funding round co-led with Earlybird and Wenvest.