Name

Peter Jones

Legal name

Peter Jones TV Limited

Website

https://peterjones.com

Company type

Private

Founded year

2004

Operating status

Operating

Headcount range

101–250 employees

Ownership category

akta.pro rank

Product category

Entrepreneurial Investment & Media Holdings

NAICS

Hobby, Toy, and Game Retailers (45912), Doll, Toy, and Game Manufacturing (33993)

SIC

Retail-Hobby, Toy & Game Shops (5945), Games, Toys & Children's Vehicles (No Dolls & Bicycles) (3944)

akta.pro primary industry

Gaming Collectibles, Merchandise & Toys Retail (CRACAFAI)

akta.pro secondary industry

Board Games, Card Games & Puzzles Retail (CRALAFAF)

Keywords

• Venture capital investment
• Entrepreneurship education
• Branded merchandise sales
• Media production services
• Business advisory content

Headquarters

HQ city

Marlow

HQ country

United Kingdom

HQ region

Europe

Offices1 record

Markets served

GTM type

B2B and B2C

Offering type

Services

Cost components

Personnel, Operations, Marketing or Sales, Supply Chain, Technology or R&D, Others

Revenue model

1. Merchandise Sales: Peter Jones operates an e-commerce shop selling branded merchandise including his famous stripy socks and other products, generating direct consumer revenue.
2. TV Production and Media: Peter Jones TV Ltd produces television content including Dragons' Den, American Inventor, Save Our Business, and Peter Jones Meets, generating revenue through production deals with networks such as ABC, Virgin, and US television.
3. Business Investment Returns: Peter Jones invests in startups and small businesses through Dragons' Den and Shark Tank, generating returns through equity stakes in portfolio companies including Levi Roots, Wonderland magazine, Barenaked Foods, Collars & Co, and others.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels5 records

Core offering

Peter Jones (Peter Jones TV Limited) is a privately held holding entity that invests in early-stage and growth-stage businesses, produces television content, sells branded consumer merchandise (notably the signature stripy sock collection via a Shopify storefront), and operates an entrepreneurship education academy (Peter Jones Enterprise Academy) and national schools competition (Tycoon in Schools). Revenue is generated through merchandise sales, TV production licensing/deals with broadcasters, and equity returns from a diversified portfolio of wholly owned subsidiaries and investments across publishing, food, toys, e-commerce services, and retail.

Product overview

Peter Jones operates a diversified portfolio of companies and consumer-facing brands spanning publishing, consumer products, e-commerce services, and entrepreneurship education. The core e-commerce offering is The Sock Collection, a Shopify-based merchandise store selling Peter Jones branded stripy socks. The broader portfolio includes Visual Talent Group (international fashion magazine publishing), Reggae Reggae Sauce (Caribbean food brand), Bladez Toyz (RC toys), Brandpath (brand e-commerce), Tiny Box (eco-friendly packaging), Active Away (tennis holidays), Localised (international e-commerce), and Partner Retail Services (retail management). Entrepreneurship education is delivered through the Peter Jones Enterprise Academy and Tycoon in Schools competition program.

Differentiator

Problem solved

Functional benefit

Brands

• Peter Jones Foundation: Charity focused on providing young people and disadvantaged groups with enterprise skills and experiences for employment or self-employment.
• Peter Jones Enterprise Academy
• Tycoon in Schools
• The Sock Collection
• Wonderland Magazine

Products and services

• The Sock Collection Branded merchandise line featuring Peter Jones's signature stripy socks and related products, sold directly to consumers through a dedicated Shopify e-commerce storefront with UK and international shipping.
• Peter Jones Enterprise Academy Educational academy offering courses in enterprise and entrepreneurship for young people aged 16–19, delivered under the Peter Jones Foundation to equip budding entrepreneurs with tools and mindset to succeed.
• Tycoon in Schools National enterprise competition for primary and secondary schools designed to stimulate an enterprising culture across Britain.
• Visual Talent Group (Wonderland, Man About Town, Rollacoaster) International publishing group owning leading fashion magazine titles Wonderland, Man About Town and Rollacoaster, operating under wholly owned subsidiary Visual Talent Group.
• Reggae Reggae Sauce (Levi Roots) Caribbean-style food sauce brand originated in Jamaica in the early 1970s by Levi Roots, pitched and invested in on Dragons' Den.
• Bladez Toyz UK market leading brand of innovative, quality radio controlled toys and gadgets, held within the Peter Jones portfolio.
• Brandpath E-commerce service that takes products and services of leading brands and places them in the hands of customers worldwide quickly, conveniently and cost-effectively.
• Tiny Box Eco-friendly packaging company offering only recycled and sustainable packaging solutions, held within the Peter Jones portfolio.
• Active Away Tennis holiday experiences provider held within the Peter Jones portfolio.
• Localised E-commerce experience customisation service providing specific ecommerce experiences for customers in international markets.
• Partner Retail Services Retail journey management service overseeing property selection, innovative customer experiences, and end-to-end retail operations, held within the Peter Jones portfolio.
• Hope & Ivy Clothing fashion brand within the Peter Jones portfolio.

Quantifiable outcome

• Over £500,000 in funding provided to disadvantaged young people through the Foundation for Children, supporting thousands across the world.

Named customers5 records

Segments3 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered core and minor.

• Simon Cowell / SiCocoreStrategic or Co-development PartnerPeter Jones TV Ltd partnered with Simon Cowell's SiCo and Freemantle Media to create American Inventor, a business reality show commissioned for two series and aired on ABC in the USA and Virgin in the UK.
• FreeMantle MediacoreStrategic or Co-development PartnerPeter Jones TV Ltd partnered with FreeMantle Media and Simon Cowell's SiCo to produce American Inventor for ABC and Virgin.
• ABC Television NetworkminorStrategic or Co-development PartnerABC commissioned American Inventor (produced by Peter Jones TV Ltd, SiCo, and FreeMantle Media) as a business reality show for the USA's largest television network.
• George ForemanminorOthersGeorge Foreman, former two-time World Heavyweight boxing champion and inventor of the George Foreman Grill, served as a fellow judge alongside Peter Jones on American Inventor.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• ITV Studios: UK-based global content producer and distributor, a major incumbent in the same production ecosystem in which PJTV's TV arm operates. Relevant as a scale comparator for what a successful UK production-led business looks like.
• Red Bull Media House: Media and consumer brand arm of Red Bull, integrating extreme sports media, events, and product marketing. Comparable as a celebrity/brand-driven company that blends media production, sponsorship, and consumer products around a founder-led brand.
• Endemol Shine Group: Major global entertainment producer behind formats including MasterChef, Big Brother, and Deal or No Deal. Comparable as a producer of the business/pitch reality TV formats (American Inventor, Save Our Business) that PJTV co-produces.

Direct peers

• Virgin Group: Richard Branson's privately held, founder-led diversified holding company spanning consumer brands, media, travel, and investments. Most structurally comparable to PJTV given the celebrity-founder brand-led model with wholly-owned portfolio companies across unrelated verticals.
• Sound Ventures (Ashton Kutcher): Venture firm co-founded by Ashton Kutcher and Guy Oseary that invests celebrity capital into consumer and tech companies. Comparable celebrity-led investment platform, though focused more exclusively on venture investing than PJTV's broader operating portfolio.
• Ryman / Theo Paphitis: UK celebrity entrepreneur (former Dragon) who built a multi-brand retail portfolio including Ryman, Robert Dyas, and Boux Avenue. Comparable to Peter Jones in being a UK celebrity entrepreneur with a wholly-owned diversified consumer/retail portfolio.
• Koru VC (Mark Cuban): Mark Cuban's investment vehicle and personal holding activity, including co-investments done alongside Peter Jones on Shark Tank (e.g., Collars & Co). Closest peer given shared Shark Tank deal-flow platform and entrepreneurial portfolio model.

Others

• BBC Studios: Production arm of the BBC and the entity that produces Dragons' Den, the single most important media asset underpinning PJTV's brand and deal flow. Functions as both a strategic partner and the most relevant comparison for PJTV's TV production arm.
• Fremantle: Global production and distribution company that co-produced American Inventor with Peter Jones TV Ltd and Simon Cowell's SiCo. Relevant as a long-term production partner and comparable in international TV-format production scale.
• Sony Pictures Television (Shark Tank): Producer and distributor of Shark Tank in the US and globally, the platform that drives Peter Jones' US deal flow. Peer in the sense that it operates the same franchise format that anchors PJTV's international deal-sourcing.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights7 records

Customer concentration

• Xx.com/dragonjones
• Instagraminstagram.com/peterjonescbe
• LinkedInlinkedin.com/company/peter-jones

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Subsidiaries10 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Peter Jones