Stories about investment

News

True participates in Fable's $6.55m Series A

With new product lines, store space and international expansion on the horizon it's an exciting time for True to be participating in another funding round for ethically-produced tablewear brand Fable.

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Opinion

Open for Business

With rising inflation rates and a downturn in consumer confidence what is the lay of the land for retail this year? And what - if any - are the investment opportunities out there?

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News

True raises £40m to invest in breakthrough consumer brands at first close of seed fund

True has completed the first close for its new seed stage fund, which covers pre-seed to Series A. We’ll be investing up to £5m in exciting, innovative brands that are stretching the possibilities of digital and changing the retail and consumer landscape.

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News

True takes D2C clean energy drink Sneak to next level

True has acquired a majority stake in D2C zero sugar, energy drink business Sneak to help supercharge international expansion, build out Sneak’s distribution channels and support the business as it continues to disrupt the traditional energy drink market with its creative approach to marketing and ecommerce.

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News

True invests in Brawn

Brawn, the leading platform for strength athletes, has secured early stage investment from True along with a group of strategic private investors, including Nick Mitchell of Ultimate Performance, the leading global personal training brand.

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News

True makes seed investment in Huboo

In the current climate, True’s investment will accelerate fulfilment technology Huboo’s growth by providing access to its retail and consumer ecosystem

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Insight

Nurturing mental health - why we continue to support Unmind

Mental health is now viewed by many as being of equal importance to a person’s physical health, and as such the market for consumer tools, apps and platforms, including Unmind, Headspace and Calm, continues to grow at pace. This shift in behaviour and attitude has supported the growth of workplace mental health platform Unmind, in which True became the business’ first institutional investor in 2017.

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Insight

Backing the disruptors - True's investment into the men's make-up market

Warpaint is a disruptive men’s make-up brand which we were tracking for almost a year before we invested. We'd identified a brilliant management team and a brand that was one step ahead of consumer behavioural shifts. Although lockdowns across the world were changing consumer behaviour we were confident in our investment case. We take a look at why we chose to invest in founder Danny and his brand despite an uncertain time.

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Insight

Planera: Investing for a more sustainable future, one flush at a time

As sustainability moves further up the agenda, more and more consumers are growing tired of carrying the burden of responsibility when it comes to ‘doing the right thing’ and are increasingly pushing back on brands to demand they take sustainability further. Given 88% of consumers across the US and UK want brands to help them be more eco-friendly in their everyday lives, legacy ‘essentials’ categories such as personal care and cleaning are also beginning to experience and drive disruption.

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News

True invests in men's make-up brand Warpaint

True has invested in men's make-up trailblazer WarPaint. The funds will be used to accelerate War Paint’s growth by strengthening the team whilst True's consumer insight will help support Founder Danny and the team deliver the brands ambitious growth plans.

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News

True goes up a gear with $100m Zwift investment

True is extending its partnership with Zwift, as cyclists continue to flock to the platform and virtual fitness platforms grow in popularity. True teamed up with KKR to fundraise the latest $450m minority investment round.

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News

Ethical and reusable nappy brand, TotsBots, acquired by Frugi

Frugi has acquired TotsBots, the environmentally-friendly cloth nappy company, and its sister brand, Bloom & Nora, the reusable sanitary products brand. With a growing consumer focus on sustainability and a rising interest in purchasing environmentally-friendly products, the acquisition will allow all three brands to further ingrain their purpose.

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Insight

Soulfresh: why we invested

This is our first investment in the food and beverage sector - so why have we chosen Antipodean healthy food group Soulfresh? We take a look at the market and the reasons why we believe we can help support the Soulfresh team on its journey.

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News

True invests in Soulfresh as the appetite for healthy food and drink choices grows

True has invested £26m in Soulfresh, a food and drinks brand that’s disrupting the market with alternative options for consumers focused on healthy and sustainable lifestyles.

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News

True acquires leading ethical kids' apparel brand, Frugi

True has acquired a majority stake in organic kids’ clothing makers, Frugi. Frugi designs, manufactures and sells sustainably-sourced organic cotton apparel and accessories for babies, children and new mothers.

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Insight

Riding High: True's investment in Zwift

In December 2018, True invested in Zwift, the multiplayer online training and racing platform for cyclists and runners, a business that we believe has the potential to transform the indoor fitness market. Our investment forms part of a $120m fundraising round, in which we have partnered with leading venture capitalist investor Highland Europe and strategic investor Causeway Media, which have a number of assets in both traditional sports and esports.

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News

True Bolsters Investment in maude, as part of $5.8M Series A Funding

To date, maude has successfully raised $10m over four rounds of funding - making it one of the most VC-backed sexual wellness personal care companies and True has continued to support maude with investment in its Series A round.

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News

True Invests in Modern Intimacy Brand maude

True, has invested in maude, a modern and inclusive sexual wellness company looking to destigmatise the sexual health category.

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News

True’s Second Seed Fund hits £7 million at initial close

True has completed a first close of its second seed fund at £7m, exceeding its target. The fund is backed by a variety of True’s strategic stakeholders, including influential family offices and prominent business leaders from the retail and consumer sector.

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News

Taking a bite out of the pet food market: True invests in Shameless Pets

Sustainable dog treats brand, Shameless Pets has selected True as an early stage investor to support the rollout of its retail offering and growth of its direct-to-consumer business.

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News

True invests in premium sustainable paint company COAT

COAT, which has been carbon-neutral since launch, has secured funding from True alongside venture capital Trust Pembroke VCT who led the round. This new investment into the homeware category follows on from True’s recent £1m investment in D2C luxury bedding business Bedfolk earlier in the year.

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News

True invests £1m in D2C luxury bedding business Bedfolk

True has invested one million pounds in premium direct-to-consumer bedding brand, Bedfolk. The funds will be used to expand the Bedfolk collection and add new product lines, as well as to invest in talent and marketing.

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News

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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insight

Taking Sneak to the next level: why we invested in Sneak

Sneak is disrupting the energy drinks market, with a distinctively branded healthy alternative. We believe that Sneak has the creativity, brand power, product attributes, and founding team to continue its disruption of the UK energy drinks market and to grow internationally, both in the US and Europe.

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News

True leads $2.7m USD seed round in sustainable home accessories business Fable

We have invested in Fable Home, an exciting Canadian home accessories business – which sells beautiful dinnerware staples with a strong sustainability ethos. We led a $2.7m seed round, alongside Sandpiper VC and Mavan Capital, with funds primarily designated to expand the reach of the business globally, and develop ever more enticing new products.

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