An Ealing garden designer has seen her gardening start-up business Dig, secure a £75,000 investment from Dragons’ Den’s Sara Davies who has taken a 15% stake in the company.
Alex Hollingsworth, who has lived in Ealing since 2023, appeared on tonight’s (13 February 2025) BBC show Dragons’ Den along with her co-founder, Henry Bartlam, to pitch their vision for Dig – a brand aimed at beginner and budding gardeners.
Their ‘Instant Beds’ are ready-to-plant garden packs offering different garden styles and aimed at beginners. Their presentation proved to be a real hit with Sara Davies, founder of crafting business Crafter’s Companion.
Ms Davies said of the ‘Instant Beds’ offering: “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.”
She added: “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. I’m excited to roll up my sleeves and dig in with the team to make gardening easy and accessible for everyone.”
Ms Hollingsworth said of securing the investment of a Dragon: “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.”
