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.
Our read
The Hub verdict
Sinead and Adam Murphy went in seeking £75,000 for 25 percent of Shnuggle, a £300,000 valuation for a baby bath and bedtime range, and left with Touker Suleyman on board.
The ask 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. A quarter of the company for a single backer with deep retail experience is the trade a founder makes when the hard part ahead is getting into shops.
A quarter of a nursery brand, and Suleyman came in.
