Omni sales surge 130% following Dragons’ Den investment
Prior to the TV appearance, Omni was already on track for a record year with annualised revenues approaching £5m
Omni, the UK’s first vet-founded nutrition brand catering specifically to allergy-prone pets, has reported a 130% increase in sales, close to £10m, since its appearance on BBC1’s Dragons’ Den, which aired on 6 February 2025.
Founders Shiv Kumar and Dr Guy Sandelowsky attributed this sales growth to loyal, returning customers.
Since its moment on the Channel 4 show, the brand has also attracted 20,000 new customers.
More than 80% of customers opt for subscription plans – which include complimentary vet consultations – rather than one-off purchases, highlighting what Sivakumar and Sandelowsky described to investors Steven Bartlett and Deborah Meaden in the Den as a “highly retentive customer base”.
Prior to the TV appearance, Omni was already on track for a record year with annualised revenues approaching £5m.
Despite some of the dragons claiming the company to be overvaluing themselves at a valuation of £7.5m, the business is already achieving annualised sales that exceed the valuation the founders were asking in the Den.
Sivakumar said: “There’s been a real step change in the business since Dragons’ Den. We’ve shifted into a new phase of growth, with a far larger customer base and the kind of subscription retention that gives us confidence in long-term, compounding revenues.”
Sandelowsky added: “We believe we’re seeing strong customer loyalty because our food genuinely works – we see it daily, dogs struggling with allergy symptoms like itchy skin, waxy ears and loose stools getting relief, without always relying on strong medications that could have unwanted side effects. It’s amazing to have 20,000 more dogs benefitting from Omni since the Den.”
