True Stories

Consumer sector is experiencing a resurgence, and at the heart of the revival is AI. For investors, the convergence of profound consumer trends and the inflection point of AI-led innovation presents a unique opportunity to build massive value pools, reshape industries, and back the next generation of category-defining companies. Here’s why we at True are excited about the next few years.

The Cotswold Company has opened its very first showroom in the North West.

AI agents, inspired by the viral HustleGPT movement back in 2022, are opening up bold new possibilities for retail. This piece explores how autonomous brands—powered by AI—could reimagine how retail businesses operate, scale and grow. It's a glimpse into the future where innovation isn't just about what companies offer, but how they're built from the ground up to work smarter, faster and better.

We partnered with the World Retail Congress to curate its Startup Zone, highlighting ten groundbreaking businesses and their technologies redefining the future of retail.

Our latest strategic investment with German Doner Kebab (GDK) and Hero Brands to support GDK's continued rollout as the leading Middle Eastern QSR brand in the UK to accelerate growth across existing and new markets globally.

Ribble have just launched the ULTRA-RACE, designed to: Out Climb. Out Corner. Out Sprint. ULTRA-RACE. No Compromise.

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.