From Dragons' Den to Multi-Million Pound Success: Omni's Remarkable Journey
Two entrepreneurs who pitched their pet health business on the BBC's Dragons' Den have achieved extraordinary financial success, generating an impressive £11 million in sales within just one year of securing a £75,000 investment on the popular television programme.
The Pitch That Captured Dragon Interest
Practicing UK veterinarian Dr Guy Sandelowsky and his business partner Shiv Sivakumar appeared on Dragons' Den in February 2023, seeking £75,000 in exchange for just one percent of their company, pet health brand Omni. The founders, who established Omni six years ago, impressed Dragons Steven Bartlett and Deborah Meaden sufficiently to secure the investment they requested, though they ultimately surrendered two and a half percent of their business to secure the deal.
Explosive Growth Following Television Appearance
Since their appearance on the BBC show, Omni has experienced phenomenal growth, adding approximately 100,000 new customers according to recent reports. The company achieved £8.4 million in sales following their television appearance, building upon previous successes of £2.7 million in 2024 and £1.2 million in 2023.
The brand has developed a substantial following within the pet health industry, now boasting over 28,000 Instagram followers. Omni offers a comprehensive range of pet products including supplements targeting specific health concerns such as irritated skin, bladder care, and joint mobility. Their product line extends to dry and wet food, treats, dental sticks, and calming diffusers.
Founders' Motivation and Business Evolution
The entrepreneurs launched Omni after witnessing numerous cases of preventable, nutrition-related illnesses in pets, particularly during the COVID-19 pandemic when pet ownership surged dramatically. Dr Guy estimates he encountered approximately 30 such cases daily in his veterinary practice.
Since its establishment in 2021, the sustainable pet food and supplement company has demonstrated remarkable growth. Currently, Omni is developing what has been described as an Ozempic-style medication for overweight dogs, indicating their commitment to innovative pet healthcare solutions.
The Dragons' Den Application Journey
For Dr Guy and Shiv, lifelong viewers of Dragons' Den, securing investment from Deborah Meaden and Steven Bartlett represented a particularly significant achievement. Both Dragons, as pet owners themselves, recognized Omni's potential in the growing pet health market.
However, reaching the Den required persistence. The founders revealed it took three application attempts before successfully securing their opportunity to pitch. 'This was our third time applying,' Guy explained. 'We were not expecting to get on this year because it's a show that Shiv and I have watched as kids and all our lives, so it's a bit surreal.'
Advice for Aspiring Entrepreneurs
The Omni founders have shared valuable insights for business owners hoping to appear on Dragons' Den, based on their extensive application experience.
Master Your Financial Details: Guy emphasized the importance of thoroughly understanding business numbers, recalling how Dragon Peter Jones questioned even minute financial details during their pitch. 'Unfortunately, I've seen people on the Den with some amazing businesses and founders, but when they start talking about their margins and revenues... they freeze, and that's when you see the Dragons switch off,' he observed.
Leverage Team Dynamics: Both founders recommend appearing as a team when possible. 'If you're a team, come in together. You can support each other. I wouldn't have wanted to do that experience without Shiv,' Guy stated.
Maintain Organizational Excellence: Shiv highlighted the importance of meticulous preparation: 'Be really organised with your data... give the producers every little confidence that you are a business they can put on the show.'
Authenticity Matters: Reflecting on their successful application, Guy noted: 'The year we got in, I think we relaxed and thought "ok, let's just be authentic and just be us, and hopefully, by just putting ourselves out there, will be what gets us in".'
Post-Show Developments and Dragon Collaboration
Following their successful pitch, the founders engaged in extensive preparation, practicing their presentation repeatedly with friends, family, and employees while maintaining secrecy about their television appearance.
The effort proved worthwhile when they secured investment from their preferred Dragons. 'It was everything I hoped and imagined it would be,' Shiv reflected. 'After we go on the Den and the shooting happens, there's a quiet period because the Dragons pass it onto their team who check everything in terms of numbers and the claims we made.'
Guy expressed surprise at the hands-on involvement of their investors: 'We met them to toast the show being filmed and we're organising further meetups after the airing, it just feels like they're really supporting us.'
Deborah Meaden explained her investment decision: 'I had already been looking for a healthy, balanced alternative to processed meat dog food, so when Guy and Shiv presented Omni and its credentials as a highly nutritional vet formulated choice I was bound to invest... The big test came though, after the Den when I offered the food and treats to my pack of dogs and they literally woofed them down... that certainly sealed the deal.'
Dragons' Den continues to air on BBC One and is available for streaming on BBC iPlayer, providing a platform for entrepreneurs like the Omni founders to transform their business aspirations into reality.
