Success Stories from Dragons’ Den
Stepping into the Dragons’ Den can be one of the most daunting experiences for an entrepreneur. Yet, for many, it has proven to be a gateway to remarkable success. The BBC show, now celebrating its 20th year and currently in its 22nd series, continues to seek the next groundbreaking idea. In its wake, it leaves behind a trail of hopeful innovators who transformed their concepts into profitable ventures with the help and investment from the Dragons. While some ideas never made it past the drawing board, others flourished, even when the Dragons chose not to invest. Below, we spotlight several business ideas that successfully transitioned from concept to consumer through the Den, achieving resounding success.
Reggae Reggae Sauce
Levi Roots made his debut in the very first episode of series four of Dragons’ Den in 2007, presenting his flavorful barbecue condiment, Reggae Reggae Sauce. He sought a £50,000 investment in exchange for 20% equity. Already a hit at the Notting Hill Carnival with thousands of bottles sold, his sauce caught the attention of Dragons Peter Jones and Richard Farleigh, who offered him £50,000 for a 40% stake in his burgeoning business. Shortly after, supermarket giant Sainsbury’s began stocking the sauce. Since his appearance on the show, Levi has expanded his brand by opening restaurants, publishing cookbooks, hosting a cookery show, and even participating in reality TV programs like Celebrity Big Brother. His sauce remains a staple in major supermarkets, and according to the Sunday Times Rich List, he is now estimated to be worth £30 million.
Wonderbly
In series 12 of 2014, Asi Sharabi and David Cadji-Newby sought investment for their personalized children’s books, originally titled Lost My Name but later rebranded as Wonderbly. The entrepreneurial dads aimed for a £100,000 investment in exchange for 5% equity. The Dragons were captivated by the rapid growth of the business, which skyrocketed by an estimated 2,000% between October and November of 2013. Ultimately, tech entrepreneur and fellow father Piers Linney offered the investment for just 4% equity, claiming it was “the most successful business to have ever passed through the Den’s walls.” To date, the firm has sold over 10 million books globally.
Chocbox
Peter Moule entered the Dragons’ Den in series five in 2007 with his innovative plastic box designed to protect cable connections, initially called ElectroExpo and later rebranded as Chocbox. He sought a £150,000 investment in exchange for 32% equity. Chocbox is a fire-resistant junction box that safely encases electrical connections without the need for electrical tape. Dragons Duncan Bannatyne and James Caan recognized the product’s potential and offered a £150,000 investment for a 36% stake. Remarkably, within just three months, Chocbox sold one million units, leading Mr. Moule to secure a £25 million deal. James Caan later noted that Peter had understood that success in business comes not solely from capital but also from knowledge, experience, and networking—an insight that ultimately paid off as they landed a multi-million-pound order with a German company. Chocbox is now available in 152 countries worldwide.
Magic Whiteboard
In 2008, Neil and Laura Westwood showcased their portable, reusable whiteboard sheets called Magic Whiteboard in series six. They sought an investment of £100,000 for 40% equity. Dragons Theo Paphitis and Deborah Meaden saw the potential and became joint investors for the full amount. The company has since expanded its product line to include children’s tabletop whiteboards, school tabletop whiteboards, whiteboard markers, magnetic whiteboards, reusable notebooks, travel blackout blinds, and pegboards. The Westwoods have successfully bought back their shares from the Dragons and now export to 20 countries, with an estimated revenue of £4 million, according to sales intelligence platform Rocket Reach.
Skinny Tan
Louise Ferguson and Kate Cotton entered the Den in series 11 in 2013 with their self-tanning product, Skinny Tan, which has since been rebranded as Skin & Tan. They sought a £60,000 investment for 10% equity. Their innovative self-tan formula combined natural ingredients, promising a chemical-free tan while reportedly minimizing the appearance of cellulite. After revealing impressive sales of over £600,000 in just one year, the product quickly attracted the interest of Dragons Kelly Hoppen and Piers Linney, who shared the investment. Now rebranded as Skin and Tan, the company has generated an impressive £20.1 million in revenue in 2023 and has expanded into markets across the UK, US, Australia, and Canada.
The Craft Gin Club
In series 14 of 2016, Jon Hulme and John Burke pitched their subscription service for craft gins, the Craft Gin Club, seeking a £75,000 investment for 12.5% equity. Fortuitously, one of the Dragons was already a customer. Dragon and London Cocktail Club co-founder Sarah Willingham stepped up to offer her investment and expertise. Mr. Burke remarked that the show significantly raised the profile of the Craft Gin Club, which has continued to flourish and was valued at over £30 million in 2023.
Missed Opportunities: Products the Dragons Overlooked
Despite the collective business expertise present in the Den, there are instances where the Dragons failed to recognize a promising idea or could not finalize negotiations after the show. Here are a few products that slipped through their fingers but went on to achieve remarkable success.
Trunki
Inventor Rob Law famously presented his children’s ride-on suitcase, Trunki, to the Dragons in 2006. Peter Jones dismissed the idea as “worthless,” and Theo Paphitis even pulled off one of the suitcase’s straps. Mr. Law sought £100,000 investment in exchange for 10% equity. Richard Farleigh offered £100,000 for a 50% stake, but Mr. Law turned it down. The Trunki eventually became a sensation, launching various versions, including a Gruffalo edition, and is sold in over 100 countries. In February 2023, Mr. Law sold his Bristol-based company, Magmatic, for £12 million but continues to serve as a general manager.
Tangle Teezer
Hairdresser Shaun Pulfrey pitched his revolutionary detangling hairbrush, Tangle Teezer, to the Dragons in 2007, seeking £80,000 for 15% equity. All the Dragons rejected the idea; Peter Jones labeled the brushes “hair-brained,” and Duncan Bannatyne remarked he would “pull [his] hair out.” Following the pitch, Boots began stocking Tangle Teezer products, and by 2016, sales had soared to £28.6 million. Mr. Pulfrey sold a majority stake in Tangle Teezer to Mayfair Equity Partners for around £70 million in 2021, and in December of the previous year, it was acquired by BIC for more than £165 million.
Thortful
Entrepreneur Andrew Pearce pitched his online greetings card business, Thortful, to the Dragons in 2017, seeking £80,000 for 16% equity. After discovering Mr. Pearce’s impressive track record, including previous business successes, Peter Jones referred to him as a “mega entrepreneur.” Although Tej Lalvani and Jenny Campbell expressed interest in investing, the deal ultimately fell through. By 2021, Thortful reported sales of £34.2 million.
Gousto
Investment bankers Timo Boldt and James Carter introduced their recipe box concept, Gousto, to the Dragons in 2013, seeking £100,000 for 7% equity. Despite its potential, the Dragons declined to invest, citing the business’s loss of £25,000 per month. Today, Gousto offers a selection of up to 60 weekly recipes, allowing customers to browse and select meals via their mobile app. In 2023, the business was valued at £250 million.
Aquatina Water Bottle
Environmental entrepreneur Guy Jeremiah pitched his collapsible refillable water bottle, Aquatina, to the Dragons in 2010, seeking £100,000 for 10% equity. However, he left the Den without a deal, with Duncan Bannatyne expressing skepticism about its utility and Theo Paphitis stating he would “rather stick pins in his eyes” than back it. Rebranded as Ohyo, the bottle gained recognition among retailers like M&S, Boots, and National Trust, and is now available in over 15 countries. Mr. Jeremiah has also collaborated with Felix Conran, the grandson of Habitat’s founder, to launch the Ohyo bag, a versatile reusable bag that can be adjusted to four sizes.
Cup-A-Wine
James Nash, the founder of Wine Innovations, pitched his concept for single-serving plastic cups filled with wine and sealed with foil, called Cup-A-Wine, to the Dragons in 2009. He sought £250,000 for 25% equity but left the Den empty-handed after the Dragons described his idea as “tacky.” A year later, Marks and Spencer adopted the idea for its Le Froglet wine, followed by Waitrose with La Copita.
Brewdog
James Watt and Martin Dickie never even made it onto the show with their craft beer brand, BrewDog. Although they applied to participate in 2009 and were selected, producers ultimately decided to drop them last minute, believing the brand lacked sufficient growth potential. Hoping to raise £100,000 for 20% equity, they instead turned to crowdfunding, raising £2 million for 8% of the company. BrewDog reported an impressive revenue of £355 million in the last financial year. Mr. Watt, who has since distanced himself from the firm, is now launching a £2 million rival show to Dragons’ Den called House of Unicorns.
