True Stories

News, events, case studies and podcasts from across the True community.

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Castore and Apparel Brands Announce Strategic Partnership

Castore, the premium performance sportwear brand and Apparel Brands have announced a five-year partnership commencing in 2026, with Apparel Brands taking on the license to develop, manufacture and distribute Castore-branded socks and underwear across the UK and Europe.

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Insight

Large Language Models: Consumer Facing Applications - Expansive Knowledge, Expansive Risks

This is the latest blog in our series on key risks associated with LLMs and how to overcome them. Here we unpack the potential issues that arise when used to power consumer-facing features/applications without sufficient guardrails and a handful of simple strategies to prevent them.

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Insight

The Creator Economy’s Next Wave: Why Now Is the Moment to Build

Camille Templé explores the next wave of growth and opportunity in the creator economy, and why now is the pivotal moment to build tools and infrastructure for creators.

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News

Ribble Outliers celebrate success at both the British and European Gravel Championships

It's been a big September for Ribble and the Outliers. From presenting the British Gravel Championships 2025 in Dalby Forest to the Outliers taking home wins at both the British AND European Gravel Championships, they're on a winning streak.

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Insight

Attention was all you need: the changes ahead in Internet commerce

In our latest blog, Joe Seager-Dupuy dives into the consequences of increased AI adoption and how the shift from scarce human attention to tireless AI agents will redefine Internet commerce.

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News

10% raises €2.4M to reinvent FMCG brand loyalty

We’re excited to announce our investment in 10%, a real-time data platform that removes intermediaries, enabling brands to collect, visualise and activate receipt-level data while rewarding users through a cashback app.

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Insight

Everyone Wants to Build the “Function Health” of Europe. Should They?

This blog is co-authored by our own Kasia Cheng and Hanna Villa from Vorwerk Ventures, sharing perspectives on consumer health. Everyone’s trying to build the “Function Health of Europe” — but should they? In the U.S., Function Health cracked the code by making preventative care desirable, a subscription that feels more like a lifestyle brand than a medical service. The European opportunity looks very different.

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Insight

Large Language Models: Smarter than us — or confidently wrong?

Our latest blog unpacks the common issue of Large Language Models and their tendency to hallucinate. Advisory Analyst Cara Hogg explores what they are, why they happen and offers practical strategies for working around them.

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News

Why we invested in Sava

Why we're excited about latest investment in Sava, who are pioneering real-time molecular health monitoring.

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News

Ribble announced as presenting partner of the 2025 British Gravel Championships

Ribble has been named the presenting partner for the 2025 British Gravel Championships at Dalby Forest this September. Building on the successful launch of their ULTRA-GRIT and ALLGRIT bikes, Ribble will be supporting its team, the Ribble Outliers, as they compete on the new models.

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News

Sava raises $19M Series A amid world-first clinical results for next-gen biosensor

Sava, who are pioneering molecular health monitoring, have raised $19M Series A to accelerate their mission to build the technological foundation for preventative and personalised healthcare.

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Insight

Stablecoins: Blockchain’s killer app or an economic chaos agent?

Molly Walsh explores the acceleration of stablecoins, why they matter now and their potential for retailers and global brands.

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News

Ribble Reimagines the CGR Range

Ribble launches the third generation of their do-it-all CRG range.

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News

The Cotswold Company deliver record sales of £100m in 'milestone year'.

The Cotswold Company (TCC) celebrates a milestone year, strengthening its position as a leader in premium homeware. With a focus on quality, craftsmanship and a growing omnichannel presence, the brand continues to resonate with consumers seeking timeless, made to last furniture.

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News

The Ribble Outlier Gravel Team’s Sophie Wright takes double podium with the ALL-GRIT.

A huge congratulations to Sophie Wright from The Ribble Outlier Gravel Team, who placed on the podium twice on the international gravel racing circuit on the ULTRA-GRIT.

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