TrueStart and Land Securities announce launch of new retail incubator

Victoria-based programme to ‘shape future of retail’

Start-up focused venture capital firm Truestart and leading commercial property company Land Securities today announced a partnership to launch a major new accelerator programme.

Targeted at start-ups in the retail and consumer sectors, the TrueStart ‘innovation hub’ will house up to 20 new businesses a year, providing them with investment, networking and specialist support.

Overseen by parent company True Capital, the scheme will be located in Francis House in the Victoria area of London, which is currently undergoing a £2bn renovation by Land Securities.

It will be one of the only incubators in Europe focused on the retail and consumer sectors.

The partnership with Land Securities will see the company interact with start-ups on the programme, sharing expertise and mentoring in order to accelerate their growth.

Truestart said the partnership would also give Land Securities and its clients exposure to cutting-edge technology, products and companies in the consumer and retail world.

Ashley Blake, director of retail portfolio management at Land Securities, said: “We are delighted to partner with TrueStart and welcome the hub to Victoria.

“It gives us first-hand access to the sector-leading innovation and fresh ideas which will shape the retail landscape of the future, allowing us to continue delivering the best retail to consumers in Victoria and beyond.

“It’s also a fantastic opportunity for some of our key people to work with new entrepreneurs and to get first-hand experience of a start-up environment, which will benefit our future business and their own personal development.”

Matt Truman, co-founder of TrueStart and True Capital, added: “We are delighted that Land Securities, the UK’s market leading retail property investor and a key industry stakeholder, has chosen to be TrueStart’s first strategic partner.

“We are excited about the opportunities the partnership will bring both for TrueStart and, most importantly, for our resident entrepreneurs.  The support of a major blue chip company for the launch of what will be the leading retail and consumer sector specialist innovation hub in Europe is a key milestone in achieving our wider vision to become the first contact for any stakeholder within the retail sector.”


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