Dragon Profile

Every Peter Jones Investment on Dragons’ Den, Ranked (2026)

All of Peter Jones's on-air Dragons’ Den deals ranked by size, every company, every check, every equity stake, with links to where each product is today.

Dragons' Den IndexUpdated 15 January 20267 min read

Peter Jones is the only Dragon to have appeared in every series since Dragons' Den began in 2005, and the numbers reflect it. He has done 77 on-air deals worth more than £3.1 million, more of both than any other Dragon in the show's history, making him first on our index by deal count and by money invested.

No other Dragon comes close on longevity. Two decades of appearances, spanning every era of the show from its original five-Dragon line-up through to the current rotating guest-chair format, gives Jones a deal record that is as much a record of the show's own history as it is of his personal investing choices.

Who is Peter Jones

Jones made his fortune in telecoms and consumer electronics with Phones International Group, one of the largest mobile phone wholesalers in Europe, before joining the Den at its launch. Two decades on, he remains the panel's most prolific dealmaker, a position that owes as much to longevity as to any single knack for picking winners, though 77 deals across every series is still a striking number regardless of how it was built up.

The deal record by the numbers

Jones's 77 deals average out to about £74,000 each, slightly above the Den-wide average of £40,000, which fits a Dragon who tends to write bigger cheques than most when he does commit. He has partnered with other Dragons on 50 of those deals and gone in alone on 27, a partnering rate that is higher than most of his fellow panellists, suggesting he is often willing to share a deal rather than insist on sole ownership of a stake he believes in.

That 50-to-27 partnered-to-solo split means roughly two out of every three deals Jones has done involved sharing the cheque and the equity with at least one other Dragon, a pattern that holds fairly steady across his whole tenure rather than being concentrated in any one era of the show.

Where he invests

Jones's biggest category by volume is Other at 22 percent of his deals, followed by Food & Drink at 18 percent and Fashion & Beauty at 16 percent. That spread across three quite different categories fits his reputation as a generalist investor rather than a specialist backing one type of business. None of his deals in our index are structured as royalty arrangements. Every one is straightforward equity.

His biggest deal

Jones's largest single deal is Boot Bananas, the shoe-deodorising business, where he and Steven Bartlett together put in £200,000 for 32 percent in series 22. It is one of only six deals in the show's history to reach that £200,000 mark, and pairing with Bartlett on it reflects the two Dragons' increasingly frequent partnership in the show's more recent series.

Still selling today

Several of Jones's investments remain active businesses years after their pitch. Umbrolly and Visual Talent Ltd, both from series 1, are still trading, as is Square Mile, and so is Reggae Reggae Sauce, the Levi Roots hot sauce brand that took £50,000 from Jones and Richard Farleigh back in series 4 and has since become one of the most recognisable Dragons' Den products of any era.

Two of those four, Umbrolly and Visual Talent Ltd, date back to the show's very first series, which is a meaningful data point on its own: two decades on, deals Jones made in his first year on the panel are still generating revenue for their founders.

How he compares to the rest of the panel

Against Deborah Meaden, the Dragon closest to him in tenure and deal record, Jones has done 11 more deals and invested roughly £500,000 more overall, but at a similar average deal size, £74,000 against her £70,000. Against Theo Paphitis and Duncan Bannatyne, both of whom average well over £100,000 per deal, Jones's figures look more moderate, a reflection of a Dragon who has spread his capital across a larger number of smaller bets rather than concentrating it in a handful of big ones.

What the record says about him

Being first on both deal count and total investment is partly a function of being the only Dragon who has never missed a series, but it is not only that. A near two-decade run of dealmaking, spread across food, fashion and a wide catch-all of other categories, with an average deal size above the show's norm, points to a Dragon who backs a genuinely broad range of businesses rather than sticking to a narrow lane. Whether that breadth is a strength or simply a byproduct of having sat on the panel longer than anyone else is a fair question, but the raw totals are not in dispute: nobody has invested more time, more deals, or more money in the Den than Peter Jones.

Peter Jones's picks you can still buy

Plenty of Peter's companies are still going strong and selling on Amazon today. These are the ones worth a look:

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