The pitch
What walked into the Den
Shnuggle appeared on Dragons' Den in season 14, episode 14, which aired in 2017, pitched by Sinead and Adam Murphy.
In the pitch, Shnuggle asked the Dragons for £75,000 for 25% of the business, valuing the business at about £300,000.
After the show
What happened next
Shnuggle struck a deal in the Den, though the exact terms were not disclosed on air.
As for today, we have not yet confirmed a way to buy from Shnuggle. When we verify a live listing we will update this page and date the check; until then availability stays unverified.
Our read
The Hub verdict
Here the pitch numbers are all we can stand on, because the aired episode showed the handshake but not the final split. Sinead and Adam Murphy went in seeking £75,000 for 25% of Shnuggle, a £300,000 valuation for a baby bath and bedtime range.
A quarter of the company was the opening position; what they actually settled on stayed off the record, so we will not put a figure on the outcome. The ask itself reads as a balanced early raise, enough to fund a product-led nursery brand without surrendering control, and baby categories tend to draw Dragons who like repeat-purchase habits. Anything about where the range sits now would be us guessing, and that check is still on our list.
Terms sealed off-camera, so the 25% ask is the only hard number.
Worth knowing: Deal terms reflect the aired episode and are public record. Availability can change, and we only add a buy link once we have confirmed a current listing.
