Blog: Wedge wellies win over Dragons

Joe Ayling | 10 August 2010

Three footwear entrepreneurs are set to prosper after an appearance on Dragon's Den last night, having glammed up the welly.

The popularity of music festivals in the UK has created a niche for new inventions and related products, while the welly has become a festival-must.

Having taken a grilling over their accounts, the founders of Wedge Welly eventually won backing from retail guru Theo Paphitis on the show.

Their idea to add heels to the iconic welly was dreamed up over a beer watching Glastonbury on TV.

Exposure from the show and a UK trademark should now result in some quite raucous profits.


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