Statistics: Peter Jones Invested $800k on Shark Tank

Peter Jones was not exactly new to this kind of investing when he came to Shark Tank. Before the American show, he had already spent years listening to entrepreneurs on Britain’s Dragons’ Den. Technology, retail, telecom, consumer products, Peter had seen all kinds of businesses by then.

His Shark Tank journey was quite short though. Peter appeared during Seasons 13 and 14 and made four accepted deals. Songlorious, ROQ Innovation, Collars & Co and Nana Hats brought his share of the investments to $800,000.

Now, $800,000 from only four businesses is a pretty big number. The thing is, Collars & Co did most of the work here. Peter’s share of that deal was $500,000, mainly because the agreement also came with a large line of credit.

Peter did not make any of his four deals alone either. Every time he invested, there was at least one more Shark beside him. Songlorious went even further, bringing four Sharks into one deal.

However, getting a yes inside the Tank does not mean everything is finished. The Songlorious deal later did not close, which already changes how Peter’s $800,000 should be looked at. So, this is the amount he agreed to put into Shark Tank businesses, not necessarily the exact money that finally went out of his pocket.

Peter Jones Invested $225,000 During Season 13

Peter made his first Shark Tank investments during Season 13. The first business to get his attention was Songlorious, which creates personalized songs for customers. Ellen Hodges and Omayya Atout were looking for $400,000 for 10% of the company.

Things got crowded pretty quickly. Peter, Mark Cuban, Kevin O’Leary and Daymond John all came together and offered $500,000 for 40% equity. With four Sharks sharing the deal, Peter’s part comes to $125,000.

Later, Peter met Raquel Graham and her company ROQ Innovation. She brought Headlightz, a product that combines clothing with removable rechargeable lights, and was seeking $200,000 for 15%. Peter first tried to make the deal alone, but Kevin eventually joined him.

The two Sharks finally offered $200,000 for 20% equity, along with a $1 royalty on each unit until they received $600,000. Raquel accepted the offer. Peter’s share of the cash was $100,000, and with Songlorious added in, his first Shark Tank season ended at $225,000.

Peter Jones Invested $575,000 During Season 14

Peter returned in Season 14, and this time he invested in Collars & Co and Nana Hats. Collars & Co was already a growing clothing business, with more than $5 million in sales before coming to Shark Tank. Justin Baer wanted $300,000 for 4% equity.

The idea behind Collars & Co was to make polo shirts with the proper collar of a dress shirt. Peter knew the clothing business and saw room to take the brand into more markets. He first offered $300,000 for 10%, but Justin needed more money to support the company’s growth.

Then Mark Cuban joined the deal. Together, Peter and Mark offered $300,000 plus a $700,000 line of credit for 10% equity. That made the complete financing worth $1 million, and Peter’s half comes to $500,000.

And then came Nana Hats, yes, little hats for bananas. Sean Adler created silicone covers that go over banana stems to help the fruit stay fresh for longer. Peter brought Lori Greiner into the deal, and the two offered $150,000 for 20% equity. Peter’s share was $75,000.

With these two businesses, Peter added $575,000 during Season 14. Add the $225,000 from his first season, and his complete Shark Tank commitment reached $800,000.

Peter Jones Made Four Group Deals

Peter made four deals on Shark Tank, but interestingly, he never invested alone. Every time Peter put his money into a business, another Shark was there with him. Sometimes, he even started the negotiation by himself and brought someone else in later.

Songlorious had the biggest group. Peter joined Mark Cuban, Kevin O’Leary and Daymond John for a $500,000 deal, leaving Peter with a $125,000 share. ROQ Innovation was shared with Kevin, while Lori Greiner joined Peter for Nana Hats.

Then there was Collars & Co, where Peter teamed up with Mark Cuban. This became the biggest deal in Peter’s Shark Tank journey and gave him a $500,000 share. So, Peter worked with different Sharks depending on the business in front of him.

And this is why the complete value of these deals cannot simply go under Peter’s name. He was sharing the money every time. When only Peter’s part is counted, his four Shark Tank investments come to $800,000.

Peter Jones’s Largest Shark Tank Deal

Justin Baer came to Shark Tank with Collars & Co, a clothing business that was already doing more than $5 million in sales. The idea was simple: polo shirts with a proper dress-shirt collar. So, you could still look formal without wearing a shirt under another shirt.

Peter liked the business and believed he could help take it into more markets. He first offered $300,000 for 10% equity. However, Justin needed more money to support the growth, and Mark Cuban eventually joined Peter.

The two Sharks offered $300,000 plus a $700,000 line of credit for 10% equity. That made the complete deal worth $1 million. Peter’s share comes to $500,000, making Collars & Co his biggest Shark Tank investment.

And the business continued growing after the show. Sales later went beyond $8.7 million, and Collars & Co stayed in Peter’s investment portfolio. The company also started opening physical stores, so this one clearly grew into something much bigger than the business that first entered the Tank.

Songlorious

Songlorious is a gifting business, but instead of flowers or another usual gift, customers get a song made for them. They share their story, occasion and the type of music they like. An artist then turns those details into a personalized song. Ellen Hodges and Omayya Atout came to Shark Tank seeking $400,000 for 10% equity.

Peter was interested because he had already spent years around the gifting business with Red Letter Days. He also believed Songlorious could be expanded outside the U.S. Then the pitch attracted Mark Cuban, Kevin O’Leary and Daymond John as well, turning one business into a four-Shark deal.

Together, the Sharks offered $500,000 for 40% equity. Ellen and Omayya accepted the offer. With four Sharks sharing the investment, Peter’s part comes to $125,000.

However, the good news on television did not last after filming. The $500,000 agreement never closed, although Songlorious continued running and growing without the Sharks. So, Peter gets $125,000 from Songlorious when counting his Shark Tank deals, but the investment itself never actually happened.

ROQ Innovation

Raquel Graham brought ROQ Innovation to Shark Tank with Headlightz, hats and headbands that come with removable rechargeable lights. The light can be taken off when you don’t need it and put back on again. Raquel was seeking $200,000 for 15% equity in the business.

Peter believed he could help ROQ Innovation grow outside the U.S. He offered the full $200,000 for 25% equity. Kevin O’Leary was also interested, although he wanted to add a royalty to the deal.

Then Peter and Kevin decided to invest together. Their final offer was $200,000 for 20% equity, plus $1 from every unit sold until they had received $600,000. Raquel accepted. Peter and Kevin were sharing the investment, giving Peter a $100,000 part of the deal.

ROQ Innovation continued operating after Shark Tank and added more products beyond the original Headlightz line. The company still refers to the offer from Peter and Kevin as a successful two-Shark deal. However, the complete agreement after filming was never shared publicly, so all of its final terms are still not known.

Nana Hats

Sean Adler came to Shark Tank with a product made for bananas, yes, bananas. Nana Hats uses silicone caps to cover the stems, which are supposed to slow down ripening. Then there are the little knitted hats on top, making the product look a lot more fun. Sean was seeking $150,000 for 10% equity.

Peter liked the idea, but he wanted another Shark to join him. Lori Greiner came in, and the two offered $150,000 for 20% equity. Sean accepted the deal. Peter and Lori split the investment, leaving Peter with a $75,000 share.

Nana Hats continued after Shark Tank, and the business is still included in Peter’s investment portfolio. Peter’s website also connects Sean with both Peter and Lori after the show. So, this one did not simply end when the cameras stopped rolling.

Peter Jones’s Investment Style on Shark Tank

Peter’s investment history is spread across many kinds of businesses. Technology, retail, food, fashion, telecom and consumer products are all part of it. His investment group has backed more than 100 businesses, so there is no one industry that Peter depends on.

When looking at a new business, Peter pays a lot of attention to the numbers. He wants founders to know their market, understand the competition and properly research what they are getting into. A good idea can get his attention, but the business behind that idea still has to make sense.

Another area Peter understands very well is taking brands into more countries. His own businesses already operate across different markets. This was one of the things he saw in Songlorious, ROQ Innovation and Collars & Co, where he believed there was room to grow outside the U.S.

His Shark Tank investments ended up being very different from each other. He invested in personalized songs, illuminated clothing, menswear and even a banana product. This gives a pretty good idea of how Peter invests. The category can change completely, as long as he sees enough room for the business to grow.

Peter Jones Was Already a Dragon Before Becoming a Shark

Peter Jones had already made a name for himself on Britain’s Dragons’ Den long before he entered Shark Tank. He joined the show when it started in 2005 and is the only original Dragon still there. His website says Peter has invested more than any other Dragon during the history of the program.

One of the businesses that made his television journey popular was Reggae Reggae Sauce. Levi Roots came to the Den with his Caribbean sauce and managed to get Peter Jones and Richard Farleigh interested. The two Dragons invested, and the sauce later reached major supermarkets. What started with one sauce eventually became a much larger food brand.

This is why Peter entered Shark Tank with plenty of experience behind him. He had already watched good businesses fail to get investment and small ideas grow much bigger after television. He also knew that getting a deal in front of the cameras was only one part of the process.

Conclusion

Peter Jones spent only two seasons on Shark Tank, but he still agreed to $800,000 across four businesses. Collars & Co took the biggest share with $500,000, followed by Songlorious at $125,000, ROQ Innovation at $100,000 and Nana Hats at $75,000. Interestingly, another Shark was involved every single time.

However, the final story is not as simple as adding those four numbers. Songlorious did not close after the show, while the complete final terms of ROQ Innovation are still not public. Collars & Co and Nana Hats have much clearer signs that Peter remained involved. So, $800,000 is Peter’s accepted Shark Tank investment total, but the exact amount that finally went into all four companies cannot be calculated from the information available.