True.

True is a London-based investment firm established in 2013, focusing on the retail, consumer goods, and leisure sectors across Western Europe, Asia-Pacific, and North America. It invests in consumer businesses that are transforming daily life, providing up to £100 million through its private equity fund. True goes beyond financial backing, offering value-add support such as access to emerging technologies and collaborative opportunities from its community. Additionally, it invests in digital-first, breakout brands at pre-seed to Series A stage, and consumer technology startups that aim to disrupt traditional business models.