Product Update

Is Wedge Welly Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 12 February 20266 min read

As an Amazon Associate I earn from qualifying purchases.

Wedge Welly had one of the more attention grabbing pitches of its Dragons' Den series, a wellington boot built with a wedge heel, and it picked up a genuine celebrity following in the years right after. That makes it worth being direct about where things stand now, because the record does not point to the company still operating.

The Short Answer

Wedge Welly does not appear to be trading any longer. Companies House records for Wedge Welly Ltd show the company with a dissolved status, with its last filed accounts dating to 2017. There is no current active website or Amazon listing for the brand.

This is one of the pitches where the early post broadcast success was real, but the company did not last as an ongoing concern.

The Pitch

Wedge Welly appeared in series 8, episode 5, in 2010, pitching a wellington boot with a built in wedge heel, aimed at giving a practical rain boot some of the height and shape of a fashion shoe. The founders asked for £65,000 in exchange for 30 percent of the company.

Footwear brands built around a single distinctive design feature, in this case the wedge heel, often find early attention comes easily through novelty and press coverage, but sustaining that interest requires expanding the range and finding recurring customers rather than one-off novelty buyers.

The Deal

Theo Paphitis backed the pitch, investing the full £65,000 for the 30 percent stake on offer. Paphitis built his own retail background around fashion and general merchandise, and a footwear product with a strong visual hook fit well with the kind of consumer brands he tended to back in the Den.

A 30 percent stake for £65,000 values the business at a little over £200,000, a modest number typical of an early-stage footwear brand with a strong concept but limited trading history behind it at the point of pitching.

Early Success, Then a Quiet Ending

In the period following the pitch, Wedge Welly moved quickly. The company reported exporting to 13 countries and picked up a celebrity following that included names like Dannii Minogue, giving the brand a genuine wave of visibility well beyond its original UK customer base.

That momentum did not carry through to a lasting business. Companies House records show Wedge Welly Ltd's last accounts were filed in 2017, and the company's status now shows as dissolved. As with most dissolved company records, the public filing does not spell out the exact reasons the business wound down, whether that was changing fashion trends, competition, cash flow, or the founders simply moving on. What the record does confirm is that the company stopped filing as an active business and there is no evidence of current trading.

Exporting to 13 countries so soon after a Dragons' Den appearance suggests the company scaled quickly, and rapid international expansion can strain a small company's cash flow and operations even when demand looks strong, a pattern that has affected other fast-growing Dragons' Den brands that later ran into difficulty.

Where Things Stand Now

To recap: Wedge Welly pitched in series 8 asking for £65,000 for 30 percent, and Theo Paphitis backed the ask in full, with the brand going on to see real early export success and celebrity attention.

Despite that promising start, Companies House shows Wedge Welly Ltd as dissolved, with no accounts filed since 2017 and no current storefront.

If you were hoping to track down a pair today, the honest answer is that the company appears to have closed. This is one of the Dragons' Den pitches where a strong opening chapter did not turn into a lasting business.

It is a fair reminder that early media attention and celebrity interest, while genuinely valuable for a young brand, are not the same thing as a durable customer base, and plenty of Dragons' Den companies that generated strong initial buzz have not made it past their first decade.

Where to buy Wedge Welly

Still selling as of 12 February 2026. Check today's price and availability.

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

See the full Wedge Welly deal breakdown and term sheet →