A London investment company teams with the Department for International Trade as its innovators raise over £6.5m

True, a retail and consumer sector specialist investment business based in Victoria, has announced it is hosting 10 UK-based startups on a trade mission in New York with the UK’s Department for International Trade.

The trade mission will showcase the latest technologies coming out of the UK to 13 of the US’ biggest retail and consumer goods groups - collectively posting over $100bn in revenue in 2016.

The enterprise-ready startups will meet with such large-scale corporates to discuss ways in which they can support in areas such as personalisation, digital marketing, in-store experience and product discovery.

Mike Tattersall, chief commercial officer at True, said: “UK technology is at the forefront of a rapidly changing business environment. As with the UK, the US retail and consumer industries are being disrupted by constantly evolving consumer behaviour.

“All consumer-facing businesses must adopt and embed new technologies into core sales strategies and operational practices. The mission will result in over 70 targeted and purposeful introductions throughout the three days and showcase some of the very best technologies coming out of Britain.

“With our startups continuing to secure confidence and funding from the market, it’s a perfect time to demonstrate the depth of innovation in the UK startup community.”

The Trade Mission comes at a time when eight of True’s startup innovators have undergone new rounds of funding, cumulatively raising in excess of £6.5m in funding rounds in the past few months.

Hoxton Analytics, Localistico, Mishipay, and Photospire - which are all participating in the trade mission - together with ADAY, All Shades Covered, Placed and VITL are to use the funds to invest in a variety of activities including product development, range expansion, scaling of teams and improvement of operations.

True and the Department for International Trade Consumer and Retail’s trade mission is taking place in New York this week.

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