True

True operates as a specialized investment and innovation advisory firm with approximately £1 billion in managed assets, dedicating its expertise to the consumer, retail, leisure, and technology sectors. Their venture capital division targets early-stage opportunities from Pre-Seed through Series A rounds, providing investments up to £2 million in promising startups. The firm has built an impressive portfolio featuring innovative companies such as Jitty, JENA, Boy Smells, By Rotation, and SeeChange, demonstrating their commitment to identifying and nurturing emerging consumer-focused businesses.

Complementing their venture activities, True's Private Equity Fund concentrates on growth equity and strategic buyouts of established consumer businesses. This segment of their investment strategy has yielded a diverse portfolio including notable brands such as Ribble Cycles, the interactive fitness platform Zwift, home furnishing retailer The Cotswold Company, fashion label Hush, and various apparel brands. These investments showcase True's ability to identify companies with strong fundamentals and significant growth potential in the consumer marketplace.

Beyond traditional investment activities, True has positioned itself as a strategic innovation partner for global corporations and established consumer brands. Their collaborative approach has attracted partnerships with retail giants like Marks & Spencer, diversified conglomerate Associated British Foods, entertainment powerhouse Warner Bros. Discovery, convenience store chain 7-Eleven, and off-price retailer TJX. Through these relationships, True provides valuable insights and strategic guidance to help legacy businesses navigate market disruption and evolving consumer preferences.

What distinguishes True in the investment landscape is their forward-thinking approach to consumer markets, particularly their emphasis on sustainability and driving growth in a net zero world. The firm combines deep sector expertise with a nuanced understanding of changing consumer behaviors, technological innovation, and environmental considerations. This holistic perspective enables True to identify opportunities others might miss while helping portfolio companies and corporate partners develop resilient business models equipped for future challenges. Their dual focus on financial returns and sustainable business practices positions them uniquely in the consumer investment space.