Last night, dog treat brand Park Life made history on Dragons’ Den by becoming the first company to tell the dragons, ‘I’m out’
Brand founder Richard Marles turned down investment from Peter Jones and Touker Suleyman, after both offered the investment amount sought but proposed larger shares. Marles had sought £150,000 in exchange for a 5% share in the business, which offers all-natural dog treats, to fund growth, increase stock levels and fuel product innovation and NPD.
Marles pitched award-winning product Fris-Bix to the Dragons – the first frisbee-shaped dog biscuit – focusing on the fun and playful personality of the brand as well as highlighting existing organic traction on the website, and the brand’s potential to scale. While the Dragons bought into Park Life’s vibrant branding and its fun personality, it was Marles himself who sold it with his impressive business acumen and grasp of the numbers.
Showcasing the true heart of the brand, Marles brought his family dog Penny into the pitch, with the Dragons getting involved by throwing Fris-Bix for her to catch. Later in the pitch, Penny inadvertently showed off another of Park Life’s hero products – the best-selling calming treat, Chill-Bix – by falling asleep, with Peter Jones commenting that she was the most relaxed contestant they’d ever had on the show.
While Richard chose not to take the investment offered, he did take on board insightful feedback from the Dragons – following Steven Bartlett’s comments that the brand’s packaging could be more impactful, Park Life hired a new illustrator to revamp their designs, and invested in more premium packaging to ensure the colours pop and stand out.
Park Life has gone from strength to strength since participating, even exceeding the goals they’d outlined to the Dragons, having exceeded £1 million in sales. Further highlights have seen the brand expand its current range in Jollyes Pet Stores, partner with Disney to launch Mickey-Bix, participation in Aldi’s recent pet event, becoming a supplier for Pets At Home, and landing permanent listings in Sainsbury’s stores nationwide.
Marles said: “Pitching in front of the Dragons was the most nerve-racking experience of my life, but something I’m delighted I put myself outside my comfort zone for. Even though we did not leave the Den with an investment or a Dragon onboard, we’ve already had so much support from retail customers requesting to stock our range, and from Pet Parents across the UK who are ordering direct from our website. I’d like to say a huge thank you for supporting our family business.”
Find out more about Park Life’s treat range in the NEW PIF MarketPlace
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Dan Everett