Peter Jones bought Red Letter Days after it appeared on the British television show Dragon's Den.
Red Letter Days was founded by Rachel Elnaugh, one of the original Dragons, as an experience-gift business. The company encountered financial problems and entered administration in 2005. Peter Jones subsequently acquired the business and its assets, helping preserve the brand.
This fact is notable because it connects a Dragon's business career with the programme's investor panel. The purchase was not simply a televised investment: it followed the company's difficulties and involved an acquisition of the business.
Red Letter Days sells experience-based gifts rather than physical products alone, including activities and leisure experiences. It is easy to confuse the company with later Dragon's Den success stories such as Levi Roots' sauce, but they represent different businesses and different commercial outcomes.