Dragon’s Den star Steven Bartlett has expressed regret for not investing in a company now valued at around £40 million, with potential to double in a year. The 33-year-old investor, a panelist on the BBC show since 2021, missed an opportunity to invest in a business pitch by Eddie Fisher and Matt Kennedy for their natural deodorant brand, Fussy.

The entrepreneurs sought £50,000 for a one percent stake in their company during their 2022 pitch. While Steven opted out, Dragons Deborah Meaden and Peter Jones were impressed and ended up offering the duo the requested investment for a five percent share in their business.

In a recent interview, Steven admitted feeling a sense of regret for not backing Fussy, acknowledging that he saw the potential during the pitch. Despite initial doubts, he now begrudgingly uses the product due to his belief in its success, despite missing out on recognizing its value earlier.

Fussy has become a prominent brand in the personal hygiene sector, boasting 195,000 followers on Instagram and retail availability in various UK high street stores. Post their appearance on the BBC show, the product reportedly sold 20,000 units and remains a highly sought-after item years later.

Another success from the show was The Secret Garden glamping company, owned by Derry Green, which received investment offers from four Dragons in 2024. Choosing Deborah Meaden’s offer of £100,000 for a five percent stake, Derry shared how Dragons’ Den significantly boosted his business growth post-airing.

Derry advised future contestants to avoid over-rehearsed pitches, emphasize their business’s unique selling points, and clearly outline the problem their business solves. He highlighted the long-lasting positive impact of exposure from the show on his company’s growth, leading to a two-year waiting list for The Secret Garden glamping experience.