Shnuggle is a Newtownards-based company founded in 2009 that designs clever baby products such as the Shnuggle Baby Bath and the Shnuggle Air Crib and Cot sleep system.
All Shnuggle products are designed to ensure the utmost comfort for the baby and a stress-free life for parents. The flagship and best-selling product of the company is The Moses Bucket.
The company has a good presence in retail chains across the UK and Ireland like John Lewis, Argos, Mama’s and Papa’s, etc. The products are also available online on the company’s website, Amazon, and other E-commerce websites.
The company also exports to more than 40 countries. It is the market leader in South Korea and has sales across Europe, the Americas, and Asia.
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Shnuggle at a Glance:
| Idea | Moses baby bucket |
| Founders | Sinead Murphy and Adam Murphy |
| Asked For | £75,000 For 5% |
| Accepted Deal | £75,000 For 25% reducible to 15% |
| Dragons | Touker Suleyman |
| Business status | Active |
| Episode No. | Season 14, Episode 14 |
Who is the Founder of Shnuggle?
Life partners Sinead and Adam Murphy founded Shnuggle in 2009. The inspiration behind their enterprise came from their experience as new parents and their struggles around raising their babies.
Sinead has a BSc in Psychology from the University of Hertfordshire. She has served as a monetary advisor in various banking firms and currently serves as the Chief Compliance Officer in Shnuggle.
Adam has a BEng in Automotive Engineering from the University of Hertfordshire as well. He served as a Product Development executive in multiple engineering firms before taking charge as the Managing Director at Shnuggle.
Did Shnuggle get a deal on Dragon’s Den?
The Murphys demonstrated their cute but divine Mosses Bucket in the Den and asked for investment at an ‘impossible’ valuation.
Touker’s baby was quick to come out and he went on to lay down on the Moses Bucket which led to permanently damaging it.
This fiasco also led to the complete disinterest of four of the Dragons in the company but Touker’s baby side had already come out and he ended up making the couple an offer of £100,000 for a 30% stake in the business which would come down to 15% if the company returned Touker’s money.
After some negotiation, Touker reduced the equity demand to 25% keeping the other terms as it is and the deal was made.
What happened to Shnuggle after Dragon’s Den?
The Dragons’ Den deal involving Shnuggle and Touker never went through as the company received better offers from other investors.
The company’s products are now available online on the product website and in major retailers like Next, John Lewis, Mothercare, Mamas & Papas, and independent nursery stores across the UK and Ireland.
The products are also available globally and the company is the market leader in South Korea. Shniggle has now grown into an 18-member team and operates its logistics globally. Crescent Capital invested Shnuggle of an undisclosed amount in 2017.
The couple was awarded Most Excellent Order of The British Empire for their contribution to trade and enterprise in Northern Ireland in 2015 as part of the Queen’s Birthday Honours List 2022.
Sinead Murphy MBE said,
“We are overjoyed to receive MBEs from The Queen in this platinum Jubilee year and we are delighted that our efforts in supporting trade and the economy in Northern Ireland have been recognized.
Shnuggle will continue to grow and develop in the baby and nursery sectors and we are excited for future developments.
We started with a simple purpose; to help keep babies safe, and we’ve led the way in making a baby’s first 12 months a relaxing and fun experience around the world. We have exciting plans for the future; Shnuggle really is a baby brand that is all grown up”.
Product Details:
- It is a specifically designed baby care product.
- It is extremely comfortable for the baby.
- It comes in handy for parents.
- It is easy to carry and assemble.
- It is available online and offline globally.
Competitors of Shnuggle:
Shnuggle entered the highly contested baby-care market but with innovative designs that boosted the company’s sales. The Dragons’ Den Effect ensured a great commercial that positioned the company ahead of its competition.
Some competitors of Shnuggle are listed below:
- Angelcare
- Primo
- Baby Dam
- Baby Patent
- 4Moms
- Mommy’s Helper
What is the Net Worth of Shnuggle?
The Murphy couple valued their baby-care company at £1.5 million which seemed to be ridiculously high. Later on, the couple settled on the valuation of a mere £400,000 when Touker presented a counter.
Shnuggle saw huge growth both in terms of market reach and financially. The company’s present revenue is in the £1 million to £5 million range and considering its well-established brand value, the company’s net worth is estimated to be around £5 million.
Is Shnuggle still in Business?
Shnuggle is pretty much in business as of 2023 and its global reach and market share are expanding rapidly.
Recently, the company partnered with a baby care retail in India which appears to be a great move considering the huge demand in the country.
First-time parents can do all sorts of things for their babies so the long-term outlook for Shnuggle looks invincible!!
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What is Shnuggle?
Shnuggle is a Newtownards-based company founded in 2009 that designs clever baby products such as the Shnuggle Baby Bath and the Shnuggle Air Crib and Cot sleep system. All Shnuggle products are designed to ensure the utmost comfort for the baby and a stress-free life for parents. The flagship and best-selling product of the company is The Moses Bucket.
What's the net worth of Shnuggle?
Shnuggle saw huge growth both in terms of market reach and financially. The company’s present revenue is in the £1 million to £5 million range and considering its well-established brand value, the company’s net worth is estimated to be around £5 million.