Is Autosafe Still in Business? (2026 Update)
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Look for Autosafe on AmazonFull story →Peter Sesay pitched Autosafe, a device that reroutes a car seat belt to sit properly across a child's body, wanting £100,000 for half the business, and reached a deal with Peter Jones and Duncan Bannatyne.
Current UK company records list the business as active.
A Certified Product, Not Just A Gadget
Sesay, a father of five, built the device around a genuinely common issue, a seat belt sitting uncomfortably across a child's neck because it was designed for adult proportions, and had it independently crash-tested against European standard ECE44/03, with sign-off from the Vehicle Certification Agency.
Jones and Bannatyne agreed to fund the £100,000 ask for the half stake on offer, drawn in by a practical safety product with real testing behind it.
Why This One Held Up
A child's seat belt sitting wrong is a worry most parents have had firsthand, and a product carrying independent crash-test evidence tends to outlast items that rely purely on marketing. Specialist child-safety retailers kept the device in stock long after its studio debut.
Belt guides and comfort adjusters remain a small but recognised part of the car-safety accessory market, sitting near booster seats and harness pads, and the certification behind this one likely slowed down cheaper copycats for longer than an untested rival would have managed.
Where Things Stand
Companies House lists Autosafe Limited, registered in Newport, with active status, about as clean a record as a small manufacturer gets.
Independent sellers still list the height adjuster today, further evidence the brand has outlasted its studio debut by a wide margin.