James Higgins, Founder of luxury, ethical bedding brand, Ethical Bedding, took part in the latest series of Dragons Den. On the popular BBC One series, James showcased the properties and potential of the eucalyptus-based, sustainable bedding, gaining the attention of Touker Suleyman, who offered a 50% stake in the business. However, James boldly declined the offer, favouring his belief in purpose over profit.