Is Cush'n'Shade Still in Business? (2026 Update)
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Look for Cush'n'Shade on AmazonFull story →Jamie Jenkinson pitched Cush'n'Shade, a beach cushion that opens out into a UV-blocking parasol, wanting £100,000 in return for a 40 percent stake, and reached a deal with Deborah Meaden and Peter Jones.
The product is still being sold today.
A Product That Explains Itself
Something that folds out from a cushion into a working sunshade in seconds barely needs a sales pitch once you see it happen, which likely made the studio demonstration do most of the persuading on its own.
Meaden and Jones backed the £100,000 ask for the stake, a demanding equity request that priced the young company fairly low at the time.
A Change Of Structure, Not A Shutdown
The original Irish entity behind the product came off the register in 2014, yet that paperwork change never stopped the item itself from being manufactured and shipped, most plausibly through a different corporate arrangement or the US distribution tie-up with Paradise Sun Products that followed.
Beach and travel gear tends to be immune to passing retail fads, since people still head to the coast every summer no matter what else changes in shopping habits, giving a well-reviewed, narrow product line the room to keep selling quietly for years.
Buying One Today
The brand ships internationally through its own site and keeps a fairly narrow product range rather than sprawling into unrelated items, a discipline that tends to separate long-running Den products from ones that fade fast.
As of 2026 you can order one and receive it, which matters far more than which legal entity technically holds the paperwork behind it.