Is March Muses Still in Business? (2026 Update)
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Look for March Muses on AmazonFull story →Natalie Duvall and Alison Burton started this line of festive figures, Black Santas and angels among them, after finding almost nothing on the market that reflected their own families, pitching in series 19.
Their company has since gone from a small direct-to-shopper label to genuine shelf space on the British high street.
Choosing Partners Over Just Cash
Duvall and Burton asked for £50,000 against 30 percent of the business, a fairly large slice that suggests they cared as much about landing the right backers as about the money itself.
Peter Jones and Deborah Meaden funded the whole amount between them, pairing Jones's grip on retail with Meaden's instinct for building a recognisable brand.
Into the Tesco Christmas Aisle
Off the back of the broadcast, the pair struck a five-year deal to license their designs to Tesco, covering cards, wrapping paper, gift bags and decorations across more than 700 branches, offered in two different skin tones.
Liberty and Selfridges have carried the range too, department stores that are notoriously choosy about new suppliers. A supermarket does not commit to five years without a smaller trial range already proving it sells.
Rotating Stock Is Not the Same As Trouble
A handful of designs get marked down and retired each year, which is exactly the kind of routine seasonal clear-out any Christmas decor brand runs, not evidence of anything wrong.
Between the Tesco licence, the department store listings, and a working website of its own, this business has three genuinely separate ways to earn money, a far sturdier setup than most single-channel Den alumni manage.