Steven Bartlett’s Biggest Regret on Dragons’ Den: Fussy Now Valued at £40 Million
Steven Bartlett, a prominent figure on the BBC’s Dragons’ Den, has disclosed that his most significant regret during his tenure on the show is not investing in Fussy, a natural deodorant brand that has skyrocketed in value to an estimated £40 million. The 33-year-old investor, who joined the show in 2021, reflected on his decision after the company, founded by Eddie Fisher and Matt Kennedy, demonstrated remarkable growth.
The Pitch That Changed Everything
Fisher and Kennedy pitched their business on Dragons’ Den in 2022, seeking £50,000 for a one percent equity stake in Fussy. Despite their compelling presentation, Bartlett opted not to invest, a decision he now questions. The pitch captivated other Dragons, including Deborah Meaden and Peter Jones, who recognized the brand’s potential.
Ultimately, Fisher and Kennedy secured the funding they sought but agreed to give away a five percent stake in their company. The decision has proven to be a lucrative one, as Fussy’s valuation has doubled within a year.
A Moment of Regret
In a recent statement, Bartlett expressed his feelings of regret during the pitch. He noted that while he was aware of the brand’s potential, he hesitated to commit. “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 stated.
His reflections highlight the emotional weight that investment decisions carry, particularly in a high-stakes environment like Dragons’ Den.
Fussy’s Rapid Growth
Fussy has quickly established itself as a notable player in the personal hygiene market, amassing a following of 195,000 on Instagram. The brand has become widely available in various high street retailers across the United Kingdom. Following their appearance on Dragons’ Den, Fussy reportedly sold around 20,000 units, solidifying its status as a sought-after product.
Fisher remarked on the company’s journey, stating, “To give you an idea of the journey we’ve gone on, in the last three years we’ve gone from zero to £20 million in revenue this year, and a valuation of around £40 million.”
The Impact of Dragons’ Den
The exposure gained from Dragons’ Den has proven invaluable for many entrepreneurs. For instance, Derry Green, who appeared on the show in 2024 with his glamping business, The Secret Garden, received offers from multiple Dragons. He ultimately accepted an investment from Deborah Meaden, which significantly boosted his company’s visibility and revenue.
Green explained that the show was pivotal for his business, stating that after the episode aired, he generated an additional £500,000 in bookings within weeks. He emphasized the long-term benefits of the exposure, noting that demand for his services has remained strong.
Lessons for Future Entrepreneurs
Bartlett’s experience serves as a cautionary tale for aspiring entrepreneurs. He acknowledged that he “begrudgingly” uses Fussy’s products, despite his initial doubts about their value. His story underscores the importance of recognizing potential in innovative ideas, even when they initially seem risky.
Derry Green also shared insights for future contestants on Dragons’ Den, emphasizing the need for clarity in pitches. He advised entrepreneurs to articulate the problem their business solves and to present their unique selling points effectively.
Conclusion
Steven Bartlett’s regret over not investing in Fussy reflects the unpredictable nature of entrepreneurship and investment. As the brand continues to thrive, it serves as a reminder of the opportunities that can arise from bold decisions in the world of business.
As reported by www.mirror.co.uk.
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Published on 2026-04-19 01:58:00 • By FAME Delivered News Desk