Ethical Bedding

No Deal

Duvets and mattresses made from eucalyptus

Season 20 · Ep 4 OtherAired 26 January 2023

Ethical Bedding is a duvets and mattresses made from eucalyptus that got its big break on Dragons’ Den in Season 20, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£150K
Asked for: 50%
Offered equity: £300K
Sought valuation

Founder James Higgins stepped onto the carpet in Season 20, Episode 4 in the episode that aired 26 January 2023. Ethical Bedding, the duvets and mattresses made from eucalyptus, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £150,000 for 50% of the company, an implied valuation of £300K.

No deal. Every dragon declined, and Ethical Bedding walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 20 saw 59 pitches, and 31 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Ethical Bedding?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Ethical Bedding get a deal on Dragons’ Den?

No. Ethical Bedding pitched the dragons but left Season 20 without a deal.

What season of Dragons’ Den was Ethical Bedding on?

Ethical Bedding appeared in Season 20, Episode 4, which aired 26 January 2023.

How much was Ethical Bedding asking for on Dragons’ Den?

The founders asked for £150,000 for 50% of the company, a £300K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.