Steven Bartlett, a panellist on the BBC show Dragons' Den, has expressed regret over his decision not to invest in natural deodorant brand Fussy, now valued at an estimated £40 million. The 33-year-old investor, who joined the show in 2021, declined to invest when founders Eddie Fisher and Matt Kennedy pitched for £50,000 in exchange for a one per cent stake in 2022.
Bartlett later admitted he had doubts immediately after the pitch, telling Metro: 'I was sat in the Den thinking there’s so many reasons for me to invest in this, and I was on the fence and I fell over the other side of the fence.' Fellow Dragons Deborah Meaden and Peter Jones did invest, securing a five per cent share for the requested amount.
Fussy has since grown into a well-known brand, with 195,000 Instagram followers and availability in major UK high street retailers. The company reported revenue of £20 million in the past year and a valuation of around £40 million, with expectations of doubling within a year. Bartlett said he 'begrudgingly' uses the product, acknowledging its success.
In a separate success story, The Secret Garden Glamping company, owned by Derry Green, secured investment from Deborah Meaden after appearing on the show in 2024. The business generated an additional £500,000 in bookings within two weeks of the episode airing and now has a two-year waiting list.
