Stories about investment

Why we're excited about latest investment in Sava, who are pioneering real-time molecular health monitoring.

Ribble has been named the presenting partner for the 2025 British Gravel Championships at Dalby Forest this September. Building on the successful launch of their ULTRA-GRIT and ALLGRIT bikes, Ribble will be supporting its team, the Ribble Outliers, as they compete on the new models.

Sava, who are pioneering molecular health monitoring, have raised $19M Series A to accelerate their mission to build the technological foundation for preventative and personalised healthcare.

Ribble launches the third generation of their do-it-all CRG range.

The Cotswold Company (TCC) celebrates a milestone year, strengthening its position as a leader in premium homeware. With a focus on quality, craftsmanship and a growing omnichannel presence, the brand continues to resonate with consumers seeking timeless, made to last furniture.

A huge congratulations to Sophie Wright from The Ribble Outlier Gravel Team, who placed on the podium twice on the international gravel racing circuit on the ULTRA-GRIT.

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.

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’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.

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.

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.

We are an investment firm dedicated to the consumer and retail sectors, emphasising the significant opportunities for growth and innovation within these markets. With a focus on partnering with founders, we want to use our expertise to help build successful companies and navigate the evolving landscape of consumer and retail.

We’re excited to announce our strategic partnership with Represent, a UK-based luxury fashion brand reshaping the boundaries of luxury and performance sportswear.

Hush has appointed Philip Mountford, former CEO of Hunkemöller and Moss, as its new chairman. With over 40 years of executive retail experience, including his role as Managing Director at Versace and a 15-year tenure as CEO of Hunkemöller, Mountford brings valuable expertise. His appointment follows a successful brand relaunch and strengthens Hush’s leadership as it pursues growth in the UK and internationally.

The Cotswold Company have announced the opening of a delivery driver training academy (CHD) and a further delivery depot, moving them steadily closer to becoming a leading premium homeware brand in the UK.

The retail sector is in constant evolution, shifting in response to the ebb and flow of consumer demands, macroeconomic factors and increasingly, environmental concerns. As the environmental footprint of both retailers and consumers comes under growing scrutiny, we’re closely watching a handful of exciting technologies poised to address these challenges, helping the industry become more sustainable.

At True, we pride ourselves on being specialist investors in the Consumer and Retail sectors. Many associate "Consumer" with D2C physical products, but the reality is much broader. In this blog, Mike Martin, Director in the VC team shares more on our investment strategy and remit.

Major sporting heroes are increasingly investing in food and drink brands, giving these products star power and health credibility. Joe Seager-Dupuy, Director of VC Investment at True, shares insights in The Grocer's recent article on how brands can cut through the noise and stand out by leveraging the influence of famous athletes. Learn how these high-profile deals begin and the impact they can have on your brand.

Ribble has named Sean Hastings as its new CEO. Hastings, a veteran in consumer sector transformation, brings a wealth of experience from B2C Group, River Island, and Pentland Brands. This strategic move follows the recent appointment of Becks DeNiro as chair. Current CEO Andy Smallwood will transition to a senior adviser role, ensuring a smooth leadership change.

RIBBLE REBELLION electrified at the US Armed Forces Cycling Classic this past weekend with extraordinary bikes that pay tribute to the 80th Anniversary of D-Day. Cole Davis (USA) was on the striking Ribble Ultra SL R P-51 Mustang Special Edition, and British rider Matthew Bostock was on the Ultra SL R Forces Special Edition. The bikes, inspired by WWII aircraft, were then auctioned to support TAPS, a charity aiding military families.