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

As an Amazon Associate I earn from qualifying purchases.

Peter is the one Dragon who has been in the Den since the very first episode in 2005. He made his fortune in telecoms and consumer electronics, founding Phones International Group, and is known for backing scalable consumer and tech businesses, a calm negotiating style, and the most deals of any Dragon in the show's history.

On the show, the numbers back up the reputation. Peter Jones has closed 64 on-air deals and put £3.1M of personal money behind them, which works out to roughly £71K per deal. That ranks Peter first among the six main dragons for total dollars committed. It points to an aggressive style. When something clicks, the checkbook comes out fast.

Peter's portfolio is not spread evenly. Other is the single biggest bucket at 25% of every deal Peter has done, then fashion & beauty and food & drink. There is a reason for that. Dragons write checks in the categories where their own contacts and experience actually move the needle, so Peter's deal history doubles as a map of where that value lies. Founders pitching outside those lanes tend to have a harder time.

How Peter builds a deal is as telling as the headline figure. Almost all of these were straight equity deals rather than royalties. Peter teamed up with another dragon on 41 deals and went solo on 23. Peter often joins forces to share both the check and the risk. The largest single commitment was £175,000 for 40% of Visual Talent Ltd.

Plenty of these companies outlived their episode. Umbrolly, Visual Talent Ltd and Square Mile are still on the market today and selling on Amazon. That is the real test of a Den deal. It is not the on-air drama that matters, it is whether the company keeps shipping product years later. Those are the ones worth a look if you are shopping rather than just watching.

It helps to zoom out. The six main dragons have committed very different totals over the years, and Peter's £3.1M sits right at the top of that list. Volume tells you appetite. It does not tell you returns.

Below is the complete, regularly updated list of every Peter Jones deal that has aired, ranked from the biggest check to the smallest. Every figure reflects the terms as broadcast. Deals sometimes change, shrink, or fall apart once the cameras stop and due diligence begins.

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:

1. Visual Talent Ltd

Wonderland high- end fashion and culture magazine · Season 1 · £175K deal with Peter Jones

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

2. Umbrolly

Multimedia vending unit selling umbrellas and adverts · Season 1 · £150K deal with Peter Jones + Duncan Bannatyne

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

3. Square Mile

Wireless broadband supplier to UK marinas · Season 2 · £150K deal with Peter Jones + Theo Paphitis

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

4. Mo Bros

A men's grooming retailer specialising in products for beards and moustaches. · Season 15 · £150K deal with Peter Jones + TejLalvani

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

5. Extend Robotics

Human controlled robot via VR for hospitality · Season 19 · £150K deal with Peter Jones

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

Every Peter Jones deal, ranked by size

Here is the complete list of on-air deals, biggest cheque first. Figures reflect the deal as it aired. Terms occasionally change in diligence afterward.

1. 1
   Visual Talent Ltd

   Season 1 · Peter Jones

   £175,000

   for 40%

2. 2
   The Generating Company

   Season 2 · Peter Jones + Theo Paphitis

   £160,000

   for 40%

3. 3
   Umbrolly

   Season 1 · Peter Jones + Duncan Bannatyne

   £150,000

   for 40%

4. 4
   Square Mile

   Season 2 · Peter Jones + Theo Paphitis

   £150,000

   for 40%

5. 5
   Mo Bros

   Season 15 · Peter Jones + TejLalvani

   £150,000

   for 20%

6. 6
   Extend Robotics

   Season 19 · Peter Jones

   £150,000

   for 25%

7. 7
   i Teddy

   Season 4 · Peter Jones + Theo Paphitis

   £140,000

   for 40%

8. 8
   Concentrate Design

   Season 5 · Peter Jones

   £100,000

   for 40%

9. 9
   Intern Avenue

   Season 10 · Peter Jones

   £100,000

   for 40%

10. 10
    Rem Pods

    Season 11 · Peter Jones + Deborah Meaden

    £100,000

    for 45%

11. 11
    VIVIT

    Season 16 · Peter Jones + Deborah Meaden

    £90,000

    for 20%

12. 12
    Scentsof Time

    Season 4 · Peter Jones + Theo Paphitis

    £80,000

    for 40%

13. 13
    Guy Portelli Sculpture Studio

    Season 6 · Peter Jones + Theo Paphitis + JamesCaan

    £80,000

    for 25%

14. 14
    A Turner&Sons Sausage Ltd

    Season 10 · Peter Jones

    £80,000

    for 33.3%

15. 15
    BKD

    Season 15 · Peter Jones

    £80,000

    for 35%

16. 16
    Let's Sanitise

    Season 19 · Peter Jones + Touker Suleyman

    £80,000

    for 25%

17. 17
    Solar Buddies

    Season 20 · Peter Jones + Deborah Meaden

    £80,000

    for 20%

18. 18
    The Head Plan

    Season 21 · Peter Jones

    £80,000

    for 10%

19. 19
    Iveson&Sage

    Season 14 · Peter Jones + Deborah Meaden

    £78,000

    for 25%

20. 20
    Hamfatter

    Season 6 · Peter Jones

    £75,000

    for 30%

21. 21
    Neurotica

    Season 6 · Peter Jones

    £75,000

    for 35%

22. 22
    Wood Bloc X

    Season 10 · Peter Jones

    £75,000

    for 25%

23. 23
    Whisky Me

    Season 18 · Peter Jones + Deborah Meaden + TejLalvani

    £75,000

    for 15%

24. 24
    Puresweet

    Season 18 · Peter Jones + TejLalvani

    £75,000

    for 10%

25. 25
    Ocushield

    Season 18 · Peter Jones + TejLalvani

    £75,000

    for 15%

26. 26
    Love Da Pop

    Season 9 · Peter Jones

    £70,000

    for 45%

27. 27
    my Bunjee

    Season 10 · Peter Jones

    £70,000

    for 35%

28. 28
    Offblak

    Season 18 · Peter Jones

    £70,000

    for 10%

29. 29
    Compare Ethics

    Season 18 · Peter Jones + Deborah Meaden

    £70,000

    for 10%

30. 30
    Worthenshaw's

    Season 8 · Peter Jones + Duncan Bannatyne

    £65,000

    for 30%

31. 31
    Tiny Box

    Season 6 · Peter Jones + Theo Paphitis

    £60,000

    for 40%

32. 32
    The Present Club

    Season 9 · Peter Jones + Theo Paphitis

    £60,000

    for 30%

33. 33
    YU Ubag

    Season 10 · Peter Jones + Deborah Meaden

    £60,000

    for 30%

34. 34
    Bare Naked Foods

    Season 11 · Peter Jones

    £60,000

    for 50%

35. 35
    Boot Buddy

    Season 14 · Peter Jones + Deborah Meaden + Touker Suleyman

    £60,000

    for 30%

36. 36
    Droneand Safe Register

    Season 16 · Peter Jones

    £60,000

    for 40%

37. 37
    Gener 8

    Season 18 · Peter Jones + Touker Suleyman

    £60,000

    for 10%

38. 38
    Caffeine Bullet

    Season 19 · Peter Jones + StevenBartlett

    £60,000

    for 25%

39. 39
    Botanycl

    Season 20 · Peter Jones + StevenBartlett

    £60,000

    for 25%

40. 40
    Faace

    Season 21 · Peter Jones + Touker Suleyman + StevenBartlett

    £60,000

    for 15%

41. 41
    Tasty Mates

    Season 21 · Peter Jones

    £60,000

    for 20%

42. 42
    Reggae Reggae Sauce

    Season 4 · Peter Jones + RichardFarleigh

    £50,000

    for 40%

43. 43
    Magic Pizza

    Season 6 · Peter Jones + Theo Paphitis

    £50,000

    for 30%

44. 44
    AB Performance

    Season 9 · Peter Jones

    £50,000

    for 35%

45. 45
    Spoon

    Season 12 · Peter Jones + Deborah Meaden

    £50,000

    for 30%

46. 46
    Beam Block

    Season 13 · Peter Jones + Touker Suleyman

    £50,000

    for 50%

47. 47
    Yogiyo

    Season 13 · Peter Jones

    £50,000

    for 33.3%

48. 48
    Landscapes 4 Learning

    Season 16 · Peter Jones

    £50,000

    for 30%

49. 49
    The Drinks Bakery

    Season 16 · Peter Jones + Deborah Meaden

    £50,000

    for 25%

50. 50
    Oatein Ltd

    Season 16 · Peter Jones

    £50,000

    for 25%

51. 51
    Hannasillitoeskincareproducts

    Season 17 · Peter Jones + TejLalvani

    £50,000

    for 20%

52. 52
    NGX

    Season 18 · Peter Jones + Touker Suleyman

    £50,000

    for 15%

53. 53
    Home Things

    Season 18 · Peter Jones + Deborah Meaden

    £50,000

    for 5%

54. 54
    Kandy Kitchen Creations Ltd

    Season 19 · Peter Jones + Deborah Meaden + Touker Suleyman

    £50,000

    for 33%

55. 55
    Get Fussy

    Season 19 · Peter Jones + Deborah Meaden

    £50,000

    for 5%

56. 56
    March Muses

    Season 19 · Peter Jones + Deborah Meaden

    £50,000

    for 30%

57. 57
    Perfect Ted

    Season 20 · Peter Jones + StevenBartlett

    £50,000

    for 10%

58. 58
    NINI Organics

    Season 21 · Peter Jones + StevenBartlett

    £50,000

    for 20%

59. 59
    Accentuate

    Season 13 · Peter Jones

    £45,000

    for 40%

60. 60
    Tegology

    Season 13 · Peter Jones

    £45,000

    for 25%

61. 61
    Standout Enterprises Ltd

    Season 21 · Peter Jones + StevenBartlett

    £30,000

    for 20%

62. 62
    Active Away

    Season 14 · Peter Jones

    £25,000

    for 20%

63. 63
    Mood Bears

    Season 20 · Peter Jones + Deborah Meaden + Touker Suleyman + Sara Davies + StevenBartlett

    £20,000

    for 25%

64. 64
    Sopper Books

    Season 21 · Peter Jones + Deborah Meaden + Touker Suleyman + Sara Davies + StevenBartlett

    £5

    for 5%