Product Update
Is March Muses Still in Business? (2026 Update)
Is March Muses from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy March Muses today.
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March Muses walked into the Den with a simple observation: mainstream Christmas decorations rarely reflected Black families, and nobody had built a proper business around fixing that. Founders Natalie Duvall and Alison Burton pitched their range of Black Santas, angels and festive figures in series 19, and they left with two Dragons on board. Years on, the brand is still trading, and it has grown well beyond a single Den appearance.
The Short Answer
Yes, March Muses is still in business. The company's own website is live and selling, and the brand has moved from a niche direct-to-consumer label into proper high street distribution, including a multi-year licensing deal with Tesco.
Some individual product lines are being retired each year and marked as last-chance stock on the site, which is normal seasonal turnover for a decorations business, not a sign of trouble. The business itself is active and growing.
It is worth being precise about the difference between a product refresh and a company closing. Seasonal brands rotate stock constantly, retiring older designs and introducing new ones as tastes and manufacturing costs shift. Seeing last-chance labels on specific items is exactly what you would expect from a healthy, actively managed decorations range heading into another Christmas.
The Dragons' Den Pitch
March Muses appeared in series 19, episode 14. The company, founded in March 2019 by Natalie Duvall and Alison Burton, pitched itself around a straightforward category: Other, because nothing quite like it existed on the shelf before.
The founders asked for 50,000 pounds in exchange for 30 percent of the business. That is a meaningful chunk of equity to hand over, and it signalled how much they wanted the right partners in the room rather than just the cash.
The Deal
Peter Jones and Deborah Meaden invested together, putting up the full 50,000 pounds for the 30 percent on offer. Two Dragons backing the same pitch at the full ask is a strong outcome, and it gave March Muses both Jones's retail and consumer instincts and Meaden's eye for brand-building.
For a young decorations company trying to break into established seasonal retail, that combination of backers was arguably worth more than the cheque itself.
What Happened After the Cameras Stopped
March Muses used its Den momentum to push into serious retail. The brand signed a five-year licensing agreement with Tesco, putting its cards, wrapping paper, gift bags, napkins and decorations into more than 700 stores, with products available in two skin tones. That is a scale of distribution that very few Den alumni reach.
The brand has also been stocked in Liberty and Selfridges, department stores that do not take on unproven suppliers lightly. Getting into that tier of retail alongside a supermarket licensing deal points to a business that has built real commercial credibility since its TV appearance, not just a viral moment.
The founders have also been open about the mission behind the business, not just the commercial side. Natalie Duvall and Alison Burton started March Muses in 2019 because they could not find Christmas decorations that reflected their own families, and that origin story has stayed central to how the brand talks about itself even as it has scaled into supermarket shelves.
Why This One Is Worth Watching
Seasonal decorations businesses live and die on a narrow window each year, which makes the Tesco licensing deal particularly significant. A five-year agreement is not something a retailer signs on a whim, it typically follows a period of proven sell-through on a smaller trial range.
The mix of a supermarket licensing deal, department store listings and a still-active direct website gives March Muses three distinct revenue channels, which is a more resilient position than most single-channel Den alumni end up in. If one channel has a soft year, the others can carry the business through it.
Where Things Stand Now
March Muses pitched in series 19 out of a straightforward but underserved idea, asked for 50,000 pounds for 30 percent, and landed both Peter Jones and Deborah Meaden at the full amount.
Today the company is still selling through its own site and through Tesco, Liberty and Selfridges. Individual seasonal lines come and go each year, which is standard for a decorations brand refreshing its range, but the underlying business is active and has expanded well past the Den studio. If you were wondering whether it survived, it did, and it has grown.
For anyone shopping this Christmas, the safest bet is to check both the official March Muses site and the Tesco festive aisle, since stock and specific designs will vary by channel and by how far into the season you are shopping.
Where to buy March Muses
Still selling as of 16 March 2026. Check today's price and availability.
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See the full March Muses deal breakdown and term sheet →
