comfort and glamour

But viewers are left wondering how hands-on the multi-millionaire panellists really are with their investments.

Hilary Devey, who quit the BBC show after two series, has certainly been heavily involved with Yorkshire company Duvalay, which appeared on “The Den” five years ago. She has a share of the company and regularly offers help and advice. At the moment she is using her considerable presence and her own home to promote its first range of beds.

“Hilary is amazing. She is very involved and she has helped us progress. We often call to ask her advice,” says Liz Colleran

She and husband Alan were early exponents of the memory foam mattress, which they manufactured. But it was Liz who came up with Duvalay. Fed-up of the uncomfortable bed in their caravan, she invented an ingenious cross between a duvet, mattress and sleeping bag.

The Duvalay memory foam sleeping bag has been a best-seller ever since it exploded onto the camping and caravanning market. Now, it is about to take America by storm.The Collerans have also diversified. They discovered a light, memory fibre mattress made from recycled plastic bottles, which is now used by the Swift Group in all its caravans. Weight matters in a caravan and the average mattress weighs 20 kilos, whereas Duvalay’s is 13 kilos.

When Liz and Alan agonised about entering the domestic market with mattresses and bedsteads, Hilary Devey encouraged the move.

“It is a male-dominated industry and I think the designs out there reflect that. We knew our mattresses were excellent and we thought we could add some glamour to that comfort. Hilary agreed and we shot the promotional pictures at her home,” she says .

The result is a stylish, decadent looking product that is slowly being rolled out to retailers across the country.The only stockist so far in Yorkshire is The Carriage in Burley-in-Wharfedale. Prices range from £850 for a double mattress and £950 for an upholstered bedstead, while a divan base and mattress is £1,100. They are all manufactured at Duvalay’s factory in Cleckheaton.

“I was worried about looking foolish on Dragons’ Den but it’s the best thing we’ve done. Hilary has given us confidence and support,” says Liz.

*The Carriage has a launch event this weekend. www.thecarriageburley.co.uk; www.duvalay.co.uk

*Mattress Advice

*Buy a good mattress that provides both comfort and back support. Your mattress needs to be firm enough to support your body’s weight, but must also conform to your body’s contours. When shopping for a mattress, you should lie on it for several minutes to decide if it’s a good fit. If the mattress is too soft, it will take a lot of effort for you to roll over. If it’s too firm, your hips and shoulders will be uncomfortable. Replace a mattress after seven to eight years.

*www.thesleepcouncil.org.uk