Compare Ethics

Deal

Ethical clothing verification platform

Season 18 · Ep 5 OtherAired 29 April 2021

Compare Ethics is a ethical clothing verification platform that got its big break on Dragons’ Den in Season 18, and convinced Peter Jones and Deborah Meaden to invest.

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From the show

The Dragons’ Den pitch

£70K
Asked for: 10%
Offered equity: £700K
Sought valuation: £70K
Deal amount: 10%
Deal equity: £700K
Deal valuation

Founder James and Abi Morris stepped onto the carpet in Season 18, Episode 5 in the episode that aired 29 April 2021. Compare Ethics, the ethical clothing verification platform, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £70,000 for 10% of the company, an implied valuation of £700K.

Peter Jones and Deborah Meaden teamed up at £70,000 for 10% equity. The deal valued the company at £700K.

Season 18 saw 70 pitches, and 35 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

Peter Jones£35K Deborah Meaden£35K

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Frequently asked questions

Where can I buy Compare Ethics?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Compare Ethics get a deal on Dragons’ Den?

Yes. Compare Ethics closed a deal for £70,000 in exchange for 10% equity, with Peter Jones and Deborah Meaden.

Which dragon invested in Compare Ethics?

Peter Jones and Deborah Meaden invested in Compare Ethics (£70,000 total as aired).

What season of Dragons’ Den was Compare Ethics on?

Compare Ethics appeared in Season 18, Episode 5, which aired 29 April 2021.

How much was Compare Ethics asking for on Dragons’ Den?

The founders asked for £70,000 for 10% of the company, a £700K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.