Product Update

Is The Wool Couture Company Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 7 March 20266 min read

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The Wool Couture Company sells chunky yarns and craft kits to a knitting scene that has boomed since lockdown. If you are wondering whether the business you saw pitch on Dragons' Den is still going, it very much is, and it has grown well beyond its original small operation.

The Short Answer

The Wool Couture Company is still in business. Founders Claire and Ali Gelder still run it from a Yorkshire office and warehouse, alongside the two Dragons who backed them.

The company sells directly through its own website rather than Amazon, and it has since expanded into major UK retail chains, which is about as strong a signal of ongoing health as a craft brand can show.

The Dragons' Den Pitch

The Wool Couture Company pitched in series 15, episode 3, listed under Business Services, offering big wool yarns, finished knitted goods, knitting kits and tools through an online retail model.

Founder Claire Gelder, based in Barnsley, asked for 50,000 pounds in exchange for 30 percent of the business, a substantial equity give-away that suggests she wanted serious backing to scale a niche craft product into a bigger retail play.

The Deal That Got Done

Touker Suleyman and Tej Lalvani jointly backed the business, putting up the full 50,000 pounds for the 30 percent stake exactly as asked. Two Dragons splitting a single deal is not uncommon when the ask is large relative to how confident any one investor feels going it alone.

Touker brought retail and manufacturing experience from the fashion trade, while Tej brought consumer brand-building experience from Vitabiotics, a combination that suited a company trying to move chunky yarn kits from niche craft fairs into mainstream retail.

What Happened After the Show

The Wool Couture Company rode a genuine wave in its favour. Knitting and craft hobbies saw a significant surge in popularity during and after the pandemic lockdowns, and the company's online sales grew sharply as a result.

Since then, the business has moved its craft kits, covering knitting, crochet, weaving, macrame, embroidery and needle felting, into major UK retailers including Marks and Spencer, Dunelm, John Lewis and Ryman, alongside independent stores. That kind of high street placement is a meaningfully bigger footprint than the company had when it pitched.

Getting into national chains like this typically requires a supplier to prove consistent quality, reliable stock levels and the ability to fulfil much larger orders than an online-only craft business usually handles, so the retail expansion says as much about operational maturity as it does about brand appeal.

Where to Buy It Now

The company sells directly through woolcouturecompany.com, and its kits are stocked in the major UK retailers listed above. There is no confirmed Amazon storefront in our records, though the retail partnerships more than make up for that in reach.

The founders and both investing Dragons remain associated with the business according to the company's own materials.

The mix of direct online sales and national retail listings gives the company two fairly different customer bases to draw on, hobbyist knitters buying kits online for a specific project, and casual shoppers picking up a kit as a gift or impulse buy while browsing a Dunelm or John Lewis craft aisle, which is a healthier spread of demand than relying on either channel alone.

Common Questions

Does the Wool Couture Company sell on Amazon? Not under our tracking. The company sells directly through its own website and through major UK retail chains rather than through a marketplace storefront.

Which shops stock Wool Couture kits? The brand's craft kits, covering knitting, crochet, weaving, macrame, embroidery and needle felting, have been stocked in Marks and Spencer, Dunelm, John Lewis and Ryman, alongside independent craft and gift shops.

Are Touker Suleyman and Tej Lalvani still involved? According to the company's own materials, both Dragons remain associated with the business alongside founders Claire and Ali Gelder, who continue to run day to day operations from Barnsley.

The Verdict

The Wool Couture Company asked for 50,000 pounds for 30 percent in series 15 and got it from Touker Suleyman and Tej Lalvani. Years on, the founders are still running the company, the Dragons are reportedly still on the cap table, and the business has moved from a niche online yarn shop into stock at several major British retailers.

That is about as clean a Dragons' Den success story as the show produces. It is still trading, and it is bigger than it was when it pitched.

Where to buy The Wool Couture Company

Still selling as of 7 March 2026. Check today's price and availability.

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See the full The Wool Couture Company deal breakdown and term sheet →