Steven Bartlett's Costly Dragons' Den Decision
Prominent investor and Dragons' Den panellist Steven Bartlett has publicly disclosed what he describes as his "biggest regret" from his tenure on the BBC business programme. The 33-year-old entrepreneur, who joined the show in 2021, revealed that passing on an investment opportunity in the natural deodorant company Fussy now represents a significant missed chance, with the brand currently valued at an estimated £40 million.
The Pitch That Got Away
During a 2022 episode of Dragons' Den, founders Eddie Fisher and Matt Kennedy presented their business, Fussy, seeking £50,000 in exchange for a one percent stake in their company. Despite recognising potential in their pitch, Bartlett ultimately declined to invest, while fellow Dragons Deborah Meaden and Peter Jones saw sufficient promise to make an offer. The entrepreneurs eventually secured their requested funding, though they relinquished a five percent share instead of the originally proposed one percent.
In a recent interview with Metro, Bartlett reflected on his decision, stating: "I was sat in the chair, and I could see the regret. Sometimes you have that moment where you go, 'I think I might regret this one', but for whatever reason you choose not to [invest] and that was Fussy." He elaborated further, explaining that immediately after the pitch, he realised his error, thinking: "Jesus I should have done this" upon returning to the green room.
Fussy's Remarkable Market Success
Since appearing on Dragons' Den, Fussy has experienced extraordinary commercial growth. The brand has become a recognised name within the personal hygiene sector, amassing 195,000 Instagram followers and securing distribution through numerous high street retailers across the United Kingdom. Following their television appearance, the company reportedly sold approximately 20,000 units, maintaining strong demand four years later.
Co-founder Eddie Fisher detailed their progress, noting: "To give you an idea of the journey we've gone on, in the last three years we've gone from 0 to £20,000,000 in revenue this year, and a valuation of around £40,000,000." Industry observers suggest the company's value could potentially double within just twelve months, compounding Bartlett's regret.
Interestingly, Bartlett admitted to "begrudgingly" using the Fussy product himself, acknowledging its quality despite his initial investment hesitation.
Another Dragons' Den Success Story
Fussy represents just one of numerous business triumphs originating from the Dragons' Den platform. In 2024, The Secret Garden glamping company, operated by Derry Green, attracted investment offers from four Dragons—Peter Jones, Deborah Meaden, Sara Davies, and Touker Souleyman—each proposing £100,000 for a five percent stake. Green ultimately accepted Meaden's offer.
The television exposure proved transformative for the business. Green explained to Business Cloud: "Dragons Den was a huge moment in our journey. Our episode aired on January 16 and by February 1 we had generated an additional £500,000 in bookings. The exposure introduced The Secret Garden Glamping to a national audience overnight." He noted that demand remained consistently strong for two years following broadcast, significantly accelerating brand growth.
Advice for Future Entrepreneurs
Drawing from his Dragons' Den experience, Green offered guidance to aspiring entrepreneurs considering pitching to the investors. He emphasised authenticity, advising: "The Dragons see hundreds of pitches, so they can quickly tell when something is over-rehearsed. Be clear about what problem your business solves, why you're different and what you're asking for." He added that concise pitches explaining opportunities in simple terms, coupled with realistic risk assessment, earn investor respect.
The Secret Garden glamping business, which began as a lockdown project, now maintains a two-year waiting list, demonstrating the lasting impact Dragons' Den can have on promising ventures.
Bartlett's revelation about Fussy underscores the high-stakes nature of investment decisions, even for experienced business figures, and highlights how television exposure can catapult innovative products to remarkable commercial success.
