Not On The High Street lands Dragons’ Den star Sara Davies as investor
Dragons’ Den star Sara Davies has acquired a stake in Not On The High Street and become a non-executive director of the company.
In addition to advising the business on its strategy, she will also mentor the small business owners who sell on the online marketplace.
Subscribe to TRBThe appointment comes just a few months after Not On The High Street was acquired by German investment firm Executive Equity Partners, after the business suffered years of declining sales.
Not On The High Street has not disclosed the value of Davies’ investment, but did describe it as “meaningful.”
Davies told the Press Association: “We’re in the middle of a cost-of-living crisis and there are customers who are shopping on Temu and Shein, and that’s what’s appropriate for them and their spending at the moment.
“People in the UK are really rebelling against this fast fashion culture. They’re being more thoughtful and considered in what they’re buying, so they’re not wanting to buy the cheap tat.”
She said Not On The High Street was “really vetting” its sellers, adding: “This is not the place where you’ll find all that mass-produced, cheap rubbish.”
Founded 20 years ago, the business has around 4,000 sellers who offer around 350,000 products spanning homeware, jewellery, clothes, garden furnishings and food.
Davies appeared on Dragons’ Den from 2019 to 2025, after making her name as the founder of crafts business Crafter’s Companion.
