Dragons' Den's Sara Davies takes stake in Not On The High Street
What's the deal? Dragons' Den star Sara DaviesDealroom has a profile for this one. Try Dealroom → has acquired a stake in Not On The High Street and joined the online marketplace as a non-executive director. The company described her investment as "meaningful" but did not disclose its value.
Who is she? Davies made her name as the founder of crafts business Crafter's CompanionDealroom has a profile for this one. Try Dealroom → and appeared on Dragons' Den from 2019 to 2025. Beyond advising on strategy, she will mentor the small business owners who sell on the platform.
Why now? The move follows Not On The High Street's acquisition a few months ago by German investment firm Executive Equity PartnersDealroom has a profile for this one. Try Dealroom →, after years of declining sales. That deal came after a leadership shake-up, with the company appointing a new chief executive in May 2025.
What's the endgame? Davies is positioning the marketplace against fast-fashion rivals such as TemuDealroom has a profile for this one. Try Dealroom → and Shein. "People in the UK are really rebelling against this fast fashion culture," she told the Press Association, adding that shoppers are "not wanting to buy the cheap tat."
By the numbers: Founded 20 years ago, Not On The High Street has around 4,000 sellers offering roughly 350,000 products across homeware, jewellery, clothes, garden furnishings, and food. Davies said the business was "really vetting" its sellers.
The signal: Backing a curated, UK-focused marketplace with a recognisable name is a bet that thoughtful spending can hold ground during a cost-of-living squeeze — even as low-cost giants dominate the discount end of e-commerce.
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Image credit: craftivist collective
