Product Update

Is The Little Loop Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 10 July 20266 min read

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The Little Loop pitched a shared wardrobe for kids' clothes, the idea that a family could subscribe, swap, and hand clothes back into the loop rather than let outgrown outfits pile up in a drawer. It is still running, and the website is still taking members today.

The Short Answer

The Little Loop is still in business. Its site operates as a live marketplace and subscription service for buying and swapping secondhand kids' clothes, which is exactly the model founder Charlotte Morley pitched in the Den. That is a solid outcome for a sustainability-led subscription business, a category that tends to live or die on whether parents actually keep using it month after month.

It does not sell through Amazon, which makes sense given the model relies on a community of parents circulating real, secondhand items rather than shipping new stock, so the direct site is the only place to look.

The Pitch

The Little Loop appeared in Series 19, Episode 4, pitching a subscription website where parents could swap children's clothes rather than buy new and let them sit unworn. Kids grow fast, and a lot of clothing barely gets used before it no longer fits, which is the exact waste problem the business was built to solve.

The founder asked for £75,000 in exchange for 25 percent of the company, a modest ask that put a fairly low ceiling on the company's early valuation, likely reflecting how early-stage the business still was at the time of the pitch.

The Deal

Deborah Meaden and Steven Bartlett teamed up on this one, and the deal that closed was £140,000 for 25 percent, nearly double the original ask in cash terms while the equity stayed the same. That is a strong outcome for a founder: more capital in the business without giving up any extra ownership to get it.

Meaden's background in sustainable, well-run consumer businesses made her a natural fit here, and Bartlett's interest in consumer and technology-driven brands lines up with a subscription platform built on a website and a recurring member base rather than a traditional retail shopfront.

Two Dragons backing a swap-and-subscribe model also says something about how the sustainability angle landed in the room. Children's clothing waste is a genuinely large problem, with garments often worn for only a few months before a growth spurt makes them useless to the original owner. A platform that turns that waste into a recurring service, rather than a one-off charity drop-off, gave the Dragons a business model they could see scaling month over month rather than a single clever product.

What Happened After the Cameras Stopped

Subscription-based secondhand platforms are a genuinely difficult category. The logistics of collecting, cleaning, grading, and reissuing children's clothing month after month is a real operational grind, and plenty of resale start-ups have quietly folded once the novelty wore off and the cost of running a physical supply chain caught up with them.

The Little Loop appears to have pushed through that stage. The service continues to operate as the UK's shared wardrobe for kids, positioning itself around reducing clothing waste while giving parents a lower-cost way to keep children dressed as they grow. That kind of staying power, years after a single televised pitch, is not guaranteed for a business built on physical logistics rather than pure software.

Founder Charlotte Morley has also continued to talk publicly about the business and its mission since the pitch, discussing both the operational reality of running a resale platform and the wider case for a more circular approach to children's clothing. A founder who stays visible and engaged years after the cameras stopped rolling is usually a reasonable proxy for a business that is still genuinely being run, rather than one quietly running down on autopilot.

Where Things Stand Now

The Little Loop pitched in Series 19 for £75,000 at 25 percent, and closed with Deborah Meaden and Steven Bartlett for £140,000 at the same 25 percent stake.

Today the site is live and operating as a marketplace for buying, swapping, and reselling secondhand kids' clothes, with no Amazon listing since the model does not need one. If you came here wondering whether the shared wardrobe idea survived past the pitch, it did, and it is still running.

Where to buy The Little Loop

Still selling as of 10 July 2026. Check today's price and availability.

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See the full The Little Loop deal breakdown and term sheet →