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What Happened to Content and Calm (Traykit) After Dragons’ Den?

Content and Calm (Traykit) appeared on Dragons’ Den in 2010, Series 8 Episode 9. The business was a backpack-tray for use on cars, planes, etc. that prevents children's toys rolling onto the floor. They secured investment from Peter Jones and Deborah Meaden on the show. The company was dissolved in 2016.

The Pitch

Solvej Biddle walked into the Den in 2010 with a backpack-tray for use on cars, planes, etc. that prevents children's toys rolling onto the floor. They were asking for £80,000 in exchange for 23% 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 and Deborah Meaden offered £80,000 for 23%, and Solvej Biddle 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

Content and Calm (Traykit) did not survive long-term. The company was dissolved in 2016, some 6 years after the pitch.

This is not an unusual outcome. The majority of businesses that appear on Dragons’ Den, deal or no deal, don’t make it in the long run. The show can provide a platform and capital, but it can’t substitute for a sustainable business model.

Is Content and Calm (Traykit) Still Available?

No. Biddle Innovations Limited is no longer in business. Companies House records show the company has been dissolved.

Related Companies

If you’re curious about other businesses from the same episode, you might also want to look at Proppa, Sweat Sportz, TailorMade. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
06324456
Registered Name
BIDDLE INNOVATIONS LIMITED
Incorporated
2007-07-25 (ceased 2016-12-15)
Company Type
ltd
SIC Codes
46900
Registered Address
Cba, 39 Castle Street, Leicester, LE1 5WN
Accounts
total-exemption-small (period ending 2012-07-31)
Officers
  • HOURIGAN, Patrick Brian — secretary
    Garrards, Cowfold Road, West Grinstead, Horsham, West Sussex, RH13 8LY
  • BIDDLE, Solvej — director
    Laurence House, Tidmarsh, Reading, Berkshire, RG8 8ES, England
  • HADSLEY-CHAPLIN, Mark — director
    Carlton House, Carlton Road, South Godstone, Surrey, RH9 8LG, Uk
  • LAWGRAM SECRETARIES LIMITED — corporate-nominee-secretary (resigned 2007-08-14)
    4, More London Riverside, London, SE1 2AU
  • WHALE ROCK DIRECTORS LIMITED — corporate-nominee-director (resigned 2007-08-14)
    4, More London Riverside, London, SE1 2AU
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