Dragons’ Den investor digs in at gardening start-up

Wiltshire-based start-up, Dig, has secured a £75,000 investment from Dragons’ Den’s Sara Davies to take its clever gardening concept to the next level.

Co-founders Henry Bartlam and Alex Hollingsworth, appeared on last night’s BBC show Dragons’ Den to pitch their vision for Dig – a gardening lifestyle brand aimed at beginner and budding gardeners.

Davies, who is the founder of crafting empire Crafter’s Companion, has taken a 15% stake.

Dig co-founders Alex Hollingsworth and Henry Bartlam with Dragons’ Den investor Sara Davies

She said: “When Alex and Henry began their pitch, I immediately saw how Dig’s offering would resonate with a lifestyle and DIY-focused consumer base who love the idea of gardening but don’t know where to start.

“They are passionate about sharing their joy and knowledge for gardening, and I believe there’s a whole generation of consumers out there eager to enjoy the benefits of Dig’s Instant Beds and other products.”

Dig plans to use the funding to scale operations and logistics and evolve their product and services portfolio.

Hollingsworth said: “We’re still very much a kitchen table business, but with Sara’s investment, we’re ready to expand our product range, partner with other brands, and bring the joy of gardening to a wider audience.”

Dig was conceived by Bartlam during lockdown, when he noticed the rise in popularity for gardening and food-growing at home. He teamed up with garden designer Hollingsworth to turn his idea into reality.

The business is also co-founded by Ben Davies, a Bristol-based website and digital marketing expert, and London-based communications specialist, Ed Maitland Smith.

Their flagship product, Instant Beds, is a customisable, ready-to-plant garden pack tailored to different garden styles.