Product Update

Is Shnuggle Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 13 May 20266 min read

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Shnuggle started with a personal problem. Founders Adam and Sinead Murphy needed a safer, more hygienic sleeping and bathing setup for their daughter Rose, who was born with Mosaic Down Syndrome, and built the Shnuggle range to solve it themselves. That origin story is part of what made the pitch land, and years later the business built around it is doing more than surviving.

The Short Answer

Shnuggle is still in business, and by some distance the healthiest kind of still-in-business. The company runs an active UK site at shnuggle.com and a dedicated US storefront at shnuggleusa.com, both actively selling. As of 2026 it has even been updating its flagship baby bath with a new eco-friendly version made from recycled material, which is the kind of ongoing product investment that only makes sense for a company with real, continuing sales.

The Pitch

Shnuggle appeared in series 14, episode 14, in the Kids & Education category. The Newtownards-based founders asked for £75,000 in exchange for 25 percent of the business to help scale the Shnuggle Baby Bath and the wider clever baby products range.

The pitch became one of the more memorable moments of that series when Touker Suleyman climbed into the Shnuggle Air Crib and Cot sleep system live in the studio to test it himself, a demonstration that did more to sell the product's design than any amount of talking could have.

Growth Since the Den

Shnuggle's products, including the Baby Bath, the Air Crib sleep system, and the Moonlight night light, are now sold throughout the UK and in more than 25 countries worldwide. That kind of international reach for a baby products brand, sold through major retailers as well as direct, does not happen by accident. It requires the manufacturing, quality control, and retail relationships to back it up.

The company has also kept its product line moving rather than resting on its original launch items. The Eco-Touch nappy bin, biodegradable bag liners, and the recently updated recycled-material bath are all signs of a business still investing in research and development rather than simply reselling the same catalogue it pitched with.

Why This One Stands Out

Baby products is a brutally competitive category, dominated by long-established names with deep retail relationships. A newer entrant surviving in it for close to a decade, let alone expanding into more than 25 countries, is a genuinely strong outcome relative to most Dragons' Den pitches in the space.

It is also worth noting how directly the product still ties back to its founding story. Shnuggle has not drifted into unrelated categories chasing trends. It has stayed focused on clever, hygienic baby products, the exact lane it launched in.

The origin story itself, a couple designing a safer bathing and sleeping setup for their own daughter, also keeps showing up in how the brand talks about itself years later. That kind of founder-led focus tends to correlate with businesses that survive, because the person steering the company still has a direct, personal reason to keep it going beyond the initial funding push.

Being based in Newtownards rather than London also meant Shnuggle had to build export relationships from day one rather than relying purely on a domestic market on its doorstep, which may partly explain why international distribution came so naturally to the company once the products themselves proved out.

Common Questions

Is Shnuggle still in business? Yes. The company runs active storefronts in both the UK and US, selling an expanded range across more than 25 countries.

Which Dragon backed Shnuggle? Touker Suleyman struck the deal after famously climbing into the Shnuggle Air Crib and Cot sleep system to test it live in the studio.

What does Shnuggle make? Clever, hygienic baby products including the Shnuggle Baby Bath, the Air Crib sleep system, and the Moonlight night light.

Where can you buy Shnuggle products? Through the company's own UK and US websites, as well as major retailers stocking the range across more than 25 countries.

Where Things Stand Now

To sum up, Shnuggle pitched in series 14 asking for £75,000 for 25 percent, delivered one of the show's funnier and more convincing product demonstrations, and today runs live storefronts in both the UK and US markets selling an expanded, actively updated product range across more than 25 countries.

If you are wondering whether you can still buy Shnuggle products, the answer is straightforwardly yes, and the brand looks to be in stronger shape now than it was on the day it pitched.

Where to buy Shnuggle

Still selling as of 13 May 2026. Check today's price and availability.

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See the full Shnuggle deal breakdown and term sheet →