Which company did Peter Jones acquire after Red Letter Days entered administration?

Peter Jones acquired Red Letter Days after the experience-gift company entered administration.

Red Letter Days had been founded by Rachel Elnaugh and sold vouchers for activities and special experiences. Although the concept attracted customers, the company experienced financial problems and entered administration in 2005. Jones subsequently bought the business and helped preserve the brand.

The story is notable because both Elnaugh and Jones were connected with Dragons’ Den. Elnaugh was an original Dragon and founder, while Jones was a fellow investor who later became the company’s purchaser. This connection is why the business is frequently discussed in accounts of the programme’s early years.

Red Letter Days should not be confused with Peter Jones’s telecommunications company, Phones International Group. The former was an experience-gift retailer; the latter was part of his earlier business career in mobile communications.