Is Tiny Box Still in Business? (2026 Update)
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Look for Tiny Box on AmazonFull story →Rachel Watkyn and Christian Richardson brought a recycled packaging business into series 6, episode 7 under Green and CleanTech, back when selling on environmental credentials alone was still a genuinely unusual pitch to make.
Few early-series pitches have aged this well.
A doubtful room, then two Dragons on board
Watkyn wanted £53,000 for 40% of the company, and Theo Paphitis and Peter Jones together funded that exact amount. Reports from the pitch describe some of the panel doubting whether recycled boxes were a real enough category to found a company on, doubts that plainly didn't sway either of the two who said yes.
Neither man cashed out once filming wrapped either. Both stayed on the share register for years afterward, which says more about how the partnership actually worked than the handshake on camera ever could.
Why two retail-minded backers mattered
Beyond the cheque itself, having two investors with reputations built on scaling smaller operations into national brands gave the company more than capital. Packaging for gifts and online retail sat squarely inside what both men already understood well.
That combination helped turn a company once dismissed as a niche eco-idea into a genuinely large supplier, now based in Sussex and employing around 100 people.
The scale today
Tiny Box Company now carries around 700 products, serves roughly 200,000 customers, and counts Netflix, Harrods and Coca-Cola among its clients, turning over close to £10 million a year.
Supplying packaging to names that size requires consistent quality at real volume, not just a good founding story, and Rachel Watkyn later received an OBE recognising her contribution to sustainable, ethically run exporting businesses.