The Dragon's Den investors received 40% of Levi Roots's Reggae Reggae Sauce business in their deal.
Levi Roots sought £50,000 from the dragons and agreed to give the successful investors a substantial minority stake. Peter Jones and Richard Farleigh jointly took 40%, making the transaction one of the best-known examples of a deal emerging from the British programme.
Equity is central to Dragon's Den because entrepreneurs do not simply borrow money from the panel. They negotiate ownership: the investor supplies capital and expertise, while the entrepreneur gives up a percentage of the company. The balance between money and equity also reveals how the dragons judge risk and future growth.
The percentage is often confused with the £50,000 investment amount. The cash was the capital put into the business; 40% was the ownership share negotiated in return. Later business growth should not be used to replace the original on-screen deal terms.