Dragons’ Den TrackerWhat Happened to Accentuate After Dragons’ Den?
Accentuate appeared on Dragons’ Den in 2015, Series 13 Episode 2. The business was a "guess-the-accent" board game. They secured investment from Peter Jones on the show. The business is still active today.
The Pitch
Graeme and Fiona Fraser-Bell walked into the Den in 2015 with a "guess-the-accent" board game. They were asking for £45,000 in exchange for 40% of the business.
The pitch landed well enough in the Den that at least one Dragon decided to back it.
The Deal
A deal was struck on the show. Peter Jones offered £45,000 for 40% (25% once money invested is repaid), and Graeme and Fiona Fraser-Bell accepted.
It’s worth noting that Dragons’ Den deals agreed on camera often go through further negotiation off-screen. Some complete as shown; others are renegotiated or never finalise at all. The company’s subsequent trading history is the clearest indicator of what actually happened.
What Happened After the Show
Accentuate is one of those Den stories that actually lasted. Having appeared on the show back in 2015, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.
Is Accentuate Still in Business?
Yes. Accentuate appears to still be trading. Companies House records confirm the business is currently active.
Related Companies
If you’re curious about other businesses from the same episode, you might also want to look at Chika's Foods, The Raw Chocolate Company, The Idle Man, SplashToppa (Cement mixer lid). Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 12588396
- Registered Name
- ACCENTUATE LTD
- Incorporated
- 2020-05-06
- Company Type
- ltd
- SIC Codes
- 74100
- Registered Address
- 11 Brindley Place 2 Brunswick Square, Birmingham, Uk, B1 2LP, England
- Accounts
- micro-entity (period ending 2025-05-31)
- Latest Financials
- Total Assets Less Liabilities
- £6385
- Employees
- 5
- Period
- 1 June 2024 to 31 May 2025
- Officers
-
RAYDUTA, Jessica Lynne
— director
11 Brindley Place, 2 Brunswick Square, Birmingham, Uk, B1 2LP, England
-
RAYDUTA, Kelly
— director
11 Brindley Place, 2 Brunswick Square, Birmingham, Uk, B1 2LP, England
-
BAXTER, Adam Paul
— director (resigned 2021-11-19)
11 Brindley Place, 2 Brunswick Square, Birmingham, B1 2LP
-
BAXTER, Laney
— director (resigned 2021-11-30)
11 Brindley Place, 2 Brunswick Square, Birmingham, B1 2LP
-
PIERDUTA, Danielle
— director (resigned 2021-02-01)
Colmore Gate 2-6, Colmore Row, Birmingham, B3 2QD, England
-
RAYDUTA, Jessica Lynne
— director