Our game-changing portfolio
We work with companies and brands that inspire us, shape consumers' lives and create new opportunities the world over.
Featured brand
SeeChange
The leading Visual AI provider for the global retail ecosystem. Retailers use the SeeChange platform to reduce theft and streamline operations in real time.
JENA
Introducing JENA, the ultimate sidekick for solopreneurs. The AI-powered app that's revolutionising the way solo business owners work. Website? Check. Bookings? Check. Payments? Check. It's like having a tiny but mighty personal assistant in your pocket.
Jitty
Jitty are here to disrupt the UK property market. Using AI large language models, Jitty can automatically extract information from estate agents’ websites and create summarised real estate listings on its platform. This means 100% coverage of supply and an exciting focus on demand-side product/user experience innovation.
Bonnet
Bonnet provides EV drivers with a one-app solution to charge their vehicles: one app, one payment and access to thousands of chargers.
Awe Inspired
Awe Inspired is a spiritual wellness brand based in Los Angeles, CA. In 2018 when lifelong jeweler Jill Johnson beat cancer for the third time, she set out to design a necklace that was universally wearable, exceptionally made, and deeply empowering as a way to honor her fellow survivors. Thus the Goddess Necklace was born.
Bleach London
Cool kid of the UK hair scene, Bleach London creates vegan and cruelty-free DIY dye and haircare products. It also has a suite of specialist colour hair salons in the UK and US.
Urban Legend
The next generation doughnut is here: the ultimate treat food, sticky, sweet and delicious yet never high in fat, sugar or calories.
By Rotation
By Rotation is a community-powered platform determined to transform the way we consume fashion.
Fable
Premium homeware brand Fable makes sustainably crafted artisan dinnerware, drinkware, flatware, and decor accessible through its D2C approach.
Haeckels
Haeckels is an independent company based out of Margate, UK bringing the benefits of coastal living to daily skincare.
Boy Smells
Boy Smells has sought to better express the evolving ideas around gender with the creation of a new world of products coined genderful. Named ‘boy’ but packaged in ‘pink’, the brand shatters the binary with everyday products that refute society’s outdated expectations surrounding identity.
Shellworks
Shellworks is on a mission to make plastic waste a thing of the past. Our first product is Vivomer, which is a completely vegan and compostable material, made with a little help from friendly microbes. We’re excited to introduce the future of packaging for a post-plastic world.
Inde Wild
Indē Wild represents a journey to self love, celebrating unique needs, culture and modern science with the creation of beauty products targeting the South Asian community.
Reskinned
Reskinned is leading the way for people and brands to find new homes for clothes less loved. They are investing in tech solutions and helping others bring their ideas to life, saving one old jumper at a time.
Buywith
Buywith is socialising the business of online shopping: it's a social platform that plugs into any online store, allowing potential shoppers to consult in real-time with their friends and family on their next buy.
Bedfolk
Bedfolk is a premium DTC bedding brand on a mission to help people wind down well – offering a curated range of comfort essentials that set a new standard for quality, at a price that doesn’t break the bank.
Peanut
Peanut is the first online community to connect women throughout all stages of womanhood. Whether that's navigating fertility, pregnancy, motherhood or menopause, the app provides access to a community which is there to listen, share information and offer valuable advice.
Fluus
Fluus (previously called Planera) is a London-based personal hygiene company that sets out to make it easier for people to live sustainably. Planera has developed the world’s first and only certified flushable and biodegradable sanitary pad – giving consumers a guilt-free sustainable and disposable solution to managing their period.
Brawn
Brawn is on a mission to make lifting better by solving problems for those that lift competitively, or recreationally. Brawn achieves this by developing tools, information and support to the global lifting community. The first tool being the Brawn app – the ‘Strava for Strength’.
ThirdEye
Thirdeye is a state-of-the-art computer vision company, founded in London in 2016. ThirdEye sits on top of existing CCTV cameras to understand human behaviour on the shop floor level. This allows computers to automatically detect important events, such as a potential shop theft, and alert staff members in real-time.
AlexandAlexa
A designer and luxury kidswear platform, with a mission to bring the world’s best kids' brands to the world. In May 2015, AlexandAlexa was acquired by Baby Shop to form The Luxury Kids Group together.
LoveCrafts
LoveCrafts is an online crafting community. It's the parent company of online marketplaces LoveKnitting and LoveCrochet, combining ecommerce and social networking platforms for the global craft community. LoveCrafts was sold to Highland Capital Partners and Scottish Equity Partners in 2016.
Mishipay
Mishipay is a retail payment technology that's making the checkout till a thing of the past. It allows people to find something they like, scan its barcode, pay via smartphone and be on their way. Radio-frequency identification (RFID) and cloud computing means seamless integration and theft prevention.
Hush
Hush is a digital-first fashion business, with an emphasis on the kind of laid-back apparel that the whole world has increasingly been reaching for. It's a leader in customer engagement, using its website and catalogues as rich content real-estate – and fostering a committed community of brand-lovers.
Soulfresh
Soulfresh is a healthy food business intent on bringing more exciting and nutritious food and beverages to grocery shelves. The company is taking a stand against lifeless, unimaginative brands dominating supermarkets, and disrupting the industry with its sustainable and uncompromising stance on food.
BrandLab360
BrandLab360 are reimagining the shopping experience. The team is leading the field in virtual reality solutions, v-commerce and Metaverse experiences.
The Cotswold Company
Bringing homes to life for over 25 years, The Cotswold Company designs timeless, quality furniture that’s made to last. Inspired by the rolling landscape, natural colour palette and undeniable beauty of The Cotswolds - where the brand was launched and continues to be based.
Ribble
Ribble is a performance bike brand for all high level gear enthusiasts – and it's inspired many of the True family to take the saddle. Its award-winning bikes and e-bikes are sold through its website and a growing number of state-of-the-art showrooms.
Frugi
Frugi dreams of a world without waste, and creates sustainable clothing and accessories for children using only organic and recycled materials. Frugi was acquired by Refined Brands, the parent company of fellow Cornwall-based ethical fashion brand Celtic & Co, in November 2022.
Ray Studios
A category-defining brand utilising new technologies and a digitally-led experience to reinvents the tattoo-removal procedure.
Sneak
Sneak is disrupting the energy drinks market – offering the new media consumer a healthier way. Sneak contains zero sugar and only natural colours and flavours. Distinctively, it's mainly sold as a powdered formula, available in 12 flavours, which consumers mix with water at their convenience.
Mirthy
Mirthy is pioneering online socialising for the over 55s, offering a variety of online events and a space to connect over shared interests and experiences. The company was acquired by Rest Less in January 2023.
Shameless Pets
Launched in 2018, Chicago-based Shameless Pets formulates dog treats using upcycled ingredients, working with farmers and other food processors to use nutrient-rich ingredients that would otherwise be wasted. The company’s platform is to create a sustainable process while providing key nutritional benefits through its dog treats.
COAT
COAT is a sustainable paint company on a mission to simplify the testing and use of high-quality paints.
Maude
Maude is disrupting the legacy sexual wellness industry, to make a better kind of intimacy product. Driven by quality, inclusivity and simplicity, the brand first launched a collection of body-safe and easy-to-use sex essentials, including the award-winning vibe personal massager before expanding with bath and body collections.
Warpaint
Warpaint is a pioneering make-up brand for men. It was founded by Danny Gray in 2018 and born out of his own experience of being bullied for his acne as a teenager – which led him to start using his sister’s concealer and foundation to give himself confidence. He's now supplying make-up to a growing audience seeking a similar lift.
Fertifa
The UK’s leading reproductive benefits provider. Reproductive health is something that impacts so many of us. Fertifa exists to give people the help and support they need, whenever they need it.
ARPalus
ARpalus have a mission to change how Retailers and FMCGs collect and analyse in-store data. They are taking that process to a completely new level using cutting-edge technology based on Augmented Reality and Computer Vision.
Huboo
Huboo is making it easy for brands of all sizes to get their products to their customers. It's an end-to-end fulfilment platform, managing storage, picking, packing and delivery for its clients. At the heart of the business is a multi-faceted software platform which optimises all stages of the fulfilment process.
Unmind
Wellness in the workplace increases engagement and productivity. Unmind is a proactive workplace mental health platform, that provides clinically-backed tools and training to create healthier and happier, more human organisations. These vary from mindfulness meditations to CBT metaphors, sleep melodies to storytelling, yoga to healthy recipes.
Localistico
Localistico helps businesses track, manage and analyse their presence and profiles across platforms – like Google or Foursquare – at a local level. Local focus means greater footfall, improved customer engagement and richer insights, as Localistico links physical and digital presence.
Rotaready
Rotaready is helping businesses organise their time - and saving them time in the process. It's a digital scheduling software, allowing retail, leisure and hospitality businesses to create optimised, data-driven staff rotas in seconds. In August 2022, Rotaready was acquired by The Access Group.
Placed App
Placed App is a London-based recruitment tech company which uses artificial intelligence (AI) to help candidates find their next job, and businesses attract and hire talent in the service industry.
Beeline
Beeline's mission is to get more people riding by improving the typical bike and motorcycle experiences and removing the barriers that put people off. We handle the routes, navigation and tracking so riders get the most from their journey.
Hullabalook
Hullabalook is a software scale-up powering product discovery experiences for e-commerce retailers. Using their award-winning full-stack platform, they can rapidly develop personalised & dynamic storefront experiences that allow shoppers to find the products they want to buy quicker and easier.
NearSt
NearSt wants to transform the way the world thinks about retail, and get people back into high street shops, and supporting the retailers on their doorstep.
ADAY
ADAY uses clever designs and sustainable materials to create a collection of versatile items that make up the ultimate everyday capsule wardrobe.
VITL
VITL is a wellbeing platform offering personalised vitamins and supplement subscriptions to help busy people heighten their health. Its expert advice helps people choose the right vitamins and supplements, creating a personalised programme and wellbeing package which arrives through the letterbox every month.
Serious Pig
Serious Pig is elevating the traditional pub snack - creating snacking salami, cheese and charcuterie for the casual drinker.
Spirable
Spirable’s technology enables the creation of quality, personalised and compelling video advertising at speed and scale. Tailored and optimised for each stage of a shopper’s online journey, Spirable dramatically increases click through and conversion. In August 2021, Spirable was acquired by Genius Sport.
Hoxton
Hoxton AI wants to revolutionise the way human beings use space. It uses AI to measure footfall and demographic tracking, and offers a source of insightful data that avoids disrupting or distracting customers.
City Pantry
City Pantry is a food delivery technology brand for the workplace. It capitalised on the trend towards more social workspaces, and was acquired by Just Eat in 2019.
investment at true
We invest in entrepreneurs, founders and teams that are reimagining business, finding better ways to grow. We work with breakthrough consumer brands and businesses, supporting them through our two funds, as well as True’s unique network and innovation arm.
