Is Wedge Welly Still in Business? (2026 Update)
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Look for Wedge Welly on AmazonFull story →Sarah and Mike Longthorn, with Laura Booth, pitched a rain boot built with a fashion-shoe wedge heel in series 8, episode 5, back in 2010.
Despite an eye-catching start, the public record does not support this one still being open.
A distinctive design, a confident backer
The team wanted £65,000 for 30% of the business, and Theo Paphitis funded the full amount. Paphitis built his own retail career around fashion and general merchandise, so a footwear product with a striking visual hook fell right within the kind of brand he tended to back.
A single design feature like a wedge heel tends to generate press and novelty attention easily, but keeping that interest going long term usually means expanding the range and finding customers who come back, not just one-time novelty buyers.
A strong early run
Not long after the broadcast, the brand claimed export deals in 13 countries and picked up celebrity fans including Dannii Minogue, a reach far wider than the UK shoppers it had started out selling to.
Scaling into 13 export markets that quickly can put real strain on a small company's cash and operations even while demand looks healthy, a pattern that has tripped up other fast-growing Den brands before this one.
What the record shows now
Companies House lists Wedge Welly Ltd as dissolved, with its last accounts filed back in 2017, and today the brand has neither a working website nor a presence on Amazon.
The filing itself does not explain why the business wound down, whether it was shifting fashion trends, competition, or the founders simply moving on, but it confirms the company stopped operating as a going concern. Early buzz and celebrity attention clearly were not enough on their own to carry this one past its first decade.