We believe there has never been a more exciting time to invest behind the combination of consumer behavioural change and technological acceleration, the key drivers shaping the future of our industry and our investment strategy at True.

Our business model of choice to exploit this seismic shift is digital-first, multichannel, vertically integrated direct to consumer (D2C) brands.

As I write, True owns five of these companies across categories including cycling, health and fitness, homeware, sustainable apparel and women’s fashion.