Product Update

Is The Dog G 8 Still in Business? (2026 Update)

Is The Dog G 8 from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy The Dog G 8 today.

Dragons' Den IndexUpdated 17 March 20266 min read

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A father and son team from Horsham built a concertina safety gate for dogs, the kind of unglamorous product that solves a genuinely common problem: keeping a dog contained without a permanent fixed barrier. Peter and Chris Maxted pitched The Dog-G8 in series 20, and it went on to become one of the more visible post-Den success stories in the pet category.

The Short Answer

Yes, The Dog-G8 is still in business. The company has continued to exhibit at major industry events like Crufts, reported record sales there, and built a substantial following online. This is a brand that used its Den appearance as a launchpad rather than a peak.

Physical pet safety products like this one benefit from a straightforward advantage: the underlying problem, dogs escaping through open doors or reacting badly to visitors, never really goes away, which gives a well-made product in this category a naturally long shelf life.

The Dragons' Den Pitch

The Dog-G8 appeared in series 20, episode 6, pitching in the Pet Products category. Peter Maxted, a pet sitter and dog owner of over 20 years, built the gate with his son Chris to solve problems around dog training, containment and reducing the risk of dogs escaping when delivery workers arrive.

The pair asked for 50,000 pounds in exchange for 20 percent of the business, a straightforward valuation for a physical product with a clear manufacturing cost base and an obvious retail path.

The Deal

Deborah Meaden made the investment, putting up the full 50,000 pounds for the 20 percent on offer. Meaden was reportedly enthusiastic about both the product and the founders on the night, calling the idea brilliant.

Meaden's track record with practical, well-built consumer products made her a sensible match for a gate built by people who had spent two decades around dogs professionally rather than approaching it as an outsider's idea.

What Happened After the Cameras Stopped

The night the episode aired, the company recorded its highest number of sales and social media views to that point. The product also went viral on TikTok and Facebook, racking up over 80 million organic views across videos, a scale of reach that most direct-to-consumer pet brands never come close to.

Since then, the company has reported record sales at Crufts, one of the biggest dog events in the world, and has been the subject of features from logistics and business press covering its growth. Being featured by a company like DHL as a small business success story is a reasonable proxy for sustained order volume, not a one-off spike.

The company has also received support from its local council in Horsham, which recognised the business as part of a wider push to promote innovative firms in the district. Local authority recognition is a small detail, but it usually follows evidence of a genuinely operating, employing local business rather than a fleeting internet moment.

A Product Built From Real Experience

Part of what has likely helped The Dog-G8 hold up commercially is that it was built by someone with two decades of hands-on experience in the exact problem the product solves. Peter Maxted's background as a professional pet sitter meant the gate was designed around real, repeated situations, dogs bolting for open doors, deliveries triggering territorial behaviour, rather than a single anecdote turned into a product idea.

That kind of founder-market fit tends to translate into a product that keeps solving the problem well after the initial television exposure fades, which fits with a brand that is still actively exhibiting and selling years after its Den appearance rather than one that peaked on launch night.

Where Things Stand Now

The Dog-G8 pitched in series 20 with a concertina safety gate for dogs, asked for 50,000 pounds for 20 percent, and landed Deborah Meaden at the full amount.

The brand is still trading, still exhibiting at major pet industry events, and still reporting growth years after its Den appearance. If you tracked this one down wondering whether the viral moment held up, the evidence says it did.

Between the viral social reach, the Crufts presence and the continued council and press recognition, The Dog-G8 has built a broader base of proof points than most single-product Den pitches manage, which is a reasonable reason for confidence in its ongoing trading.

Where to buy The Dog G 8

Still selling as of 17 March 2026. Check today's price and availability.

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See the full The Dog G 8 deal breakdown and term sheet →