Dragons’ Den TrackerWhat Happened to Compare Ethics After Dragons’ Den?
Compare Ethics appeared on Dragons’ Den in 2021, Series 18 Episode 5. The business was a ethical clothing verification platform. They secured investment from Peter Jones and Deborah Meaden on the show. The business is still active today.
The Pitch
James and Abi Morris walked into the Den in 2021 with a ethical clothing verification platform. They were asking for £70,000 in exchange for 10% of the business.
The pitch landed well enough in the Den that at least one Dragon decided to back it.
The Deal
A deal was struck on the show. Peter Jones and Deborah Meaden offered £70,000 for 10%, and James and Abi Morris accepted.
It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.
What Happened After the Show
Compare Ethics is one of those Den stories that actually lasted. The company has now been trading for around 5 years since the pitch.
Is Compare Ethics Still in Business?
Yes. Compare Ethics appears to still be trading. Companies House records confirm the business is currently active.
Related Companies
If you’re curious about other businesses from the same episode, you might also want to look at Peachy Lean, PÄRLA Toothpaste Tabs, Songhive. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 11136840
- Registered Name
- COMPARE ETHICS LTD
- Incorporated
- 2018-01-08
- Company Type
- ltd
- SIC Codes
- 62090
- Registered Address
- 9th Floor 107 Cheapside, London, EC2V 6DN, United Kingdom
- Accounts
- micro-entity (period ending 2025-12-31)
- Latest Financials
- Employees
- 5
- Period
- 2025-01-01 to 2025-12-31
- Officers
-
MORRIS, Abigail Elsie
— secretary
9th Floor, 107 Cheapside, London, EC2V 6DN, United Kingdom
-
OHS SECRETARIES LIMITED
— corporate-secretary
9th Floor, 107 Cheapside, London, EC2V 6DN, United Kingdom
-
MORRIS, Abigail Elsie
— director
9th Floor, 107 Cheapside, London, EC2V 6DN, United Kingdom
-
OMISAKIN, James Oluwatoyin Adebayo
— director
9th Floor, 107 Cheapside, London, EC2V 6DN, United Kingdom
-
WILSON, Timothy Lawrence
— director
9th Floor, 107 Cheapside, London, EC2V 6DN, United Kingdom
-
MORRIS, Abigail Elsie
— secretary