Dragons’ Den Tracker

The Pitch

James Higgins walked into the Den in 2023 with a duvets and mattresses made from eucalyptus. They were asking for £150,000 in exchange for 50% 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. Touker Suleyman offered £150,000 for 50%, and James Higgins 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

Ethical Bedding is one of those Den stories that actually lasted. The company has now been trading for around 3 years since the pitch.

Is Ethical Bedding Still in Business?

Yes. Ethical Bedding 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 Bide Planet, Pop Up Chess Set, Sparkle Butt. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Touker Suleyman Wants Nothing Less Than 50% | Dragons' Den

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Sara Davies Frustrated Over Entrepreneurs Answers | Dragons' Den

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Bedsheets That'll SOLVE Every Couples Bedroom Disputes! | Dragons' Den