Product Update

Is Liquiproof Still in Business? (2026 Update)

Is Liquiproof from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Liquiproof today.

Dragons' Den IndexUpdated 18 January 20266 min read

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Liquiproof pitched a waterproof coating for footwear, hats, and clothing, memorably demonstrated by pouring red wine over a suit live in the Den. It is still trading today, and it has become one of the more visibly successful product deals of its series. The short answer is yes.

The short answer

Liquiproof is still in business. The brand sells directly through its own website and continues to be stocked wholesale in well over 200 retail locations across the UK, including well-known names like Office, Urban Outfitters, Birkenstock, and Lock and Co Hatters. That combination of a live direct-to-consumer channel and genuine retail distribution is a strong signal of an ongoing, healthy business rather than one limping along on old momentum.

It does not appear to rely on Amazon as a primary sales channel, running instead through its own site and its wholesale retail network, which fits a premium personal-care and footwear-adjacent product positioned toward specialist and fashion retailers rather than mass marketplace selling.

The pitch in the Den

Liquiproof appeared in Series 13, Episode 11, in the fashion and beauty category, pitching a waterproof and stain-resistant coating that could be applied to footwear, hats, and clothing, protecting them from water, mud, and staining. Founder Caner Veli, a former financier, demonstrated the product's effectiveness by pouring red wine directly onto a suit in front of the Dragons, a memorable and risky bit of theatre that paid off.

Veli asked for 100,000 pounds in exchange for 50 percent of the company, a large equity stake reflecting how early-stage the business still was, with real potential but limited retail traction at the time of the pitch.

The deal that got done

Touker Suleyman backed the business, putting up the full 100,000 pounds asked for the full 50 percent on the table.

Suleyman is one of the Den's most experienced retail and fashion operators, owning the shirtmaker Hawes and Curtis and the fashion brand Ghost, which made him a natural fit for a product designed to be sold into fashion and footwear retailers. His network and retail knowledge were arguably worth as much to Liquiproof as the cheque itself.

What happened after the show

Liquiproof scaled its wholesale distribution significantly in the years following the pitch, moving from a fledgling product into one stocked across more than 200 retail locations in the UK, including recognisable names across footwear, fashion, and menswear. That is exactly the kind of retail footprint Suleyman's background would have been well placed to help open doors for.

The product has also continued to sell directly online, giving the business two working sales channels rather than relying entirely on wholesale partners, which tends to make a small consumer brand considerably more resilient if any single retail relationship changes.

Where things stand now

Here is the recap. Liquiproof pitched in Series 13, asked for 100,000 pounds for 50 percent, and got exactly that from Touker Suleyman, a strong match given his retail and fashion background.

Today the brand is active, selling through its own website and stocked in more than 200 UK retail locations. If you came here wondering whether Liquiproof survived its Dragons' Den appearance, it did, and it has built out a genuinely solid retail presence in the years since.

Why the pitch translated into real retail

Liquiproof had two things going for it that a lot of consumer products lack: a demonstration that genuinely proved the product worked on camera, and a category, footwear and clothing protection, where customers already understand the value proposition without much explaining. That combination made it an easier sell into retail buyers than a product requiring a longer education process.

Pairing that with a Dragon who already had deep relationships across UK fashion retail meant the business did not have to build its wholesale network entirely from scratch. Getting into recognisable stores like Office and Urban Outfitters early likely did more for long-term brand credibility than direct online sales alone ever could have.

Where to buy Liquiproof

Still selling as of 18 January 2026. Check today's price and availability.

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See the full Liquiproof deal breakdown and term sheet →