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What Happened to Cuddledry After Dragons’ Den?

Cuddledry appeared on Dragons’ Den in 2007, Series 5 Episode 3. The business was a hooded towel aid for bathing babies. They secured investment from Deborah Meaden and James Caan on the show. The business is still active today.

The Pitch

Helen Wooldridge and Polly Marsh walked into the Den in 2007 with a hooded towel aid for bathing babies. They were asking for £100,000 in exchange for 45% 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. Deborah Meaden and James Caan offered £100,000 for 45% / 40, and Helen Wooldridge and Polly Marsh 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

Cuddledry is one of those Den stories that actually lasted. Having appeared on the show back in 2007, 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 Cuddledry Still in Business?

Yes. Cuddledry 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 Concentrate Design, Tangle Teezer, The Hot Stove, Gift Card Converter. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
05931018
Registered Name
CUDDLEDRY LIMITED
Incorporated
2006-09-11
Company Type
ltd
SIC Codes
46410
Registered Address
2 Dukes Court, Bognor Road, Chichester, West Sussex, PO19 8FX, England
Accounts
unaudited-abridged (period ending 2025-01-31)
Latest Financials
Total Assets Less Liabilities
£215415
Employees
2
Period
2024-02-01 to 2025-01-31
Officers
  • HARDING, Lynda Joy — director
    The Lodge, Purbrook Heath Road, Purbrook, Waterlooville, PO7 5RT, England
  • HARDING-MARTIN, Harry — director
    Woodside House, Purbrook Heath Road, Purbrook, Waterlooville, Hampshire, PO7 5RT, England
  • MARSH, Polly — secretary (resigned 2023-05-22)
    18, Elm Grove, Taunton, Somerset, TA1 1EQ, England
  • MARSH, David John — director (resigned 2022-07-25)
    Lenchwick House, Lenchwick, Evesham, Worcestershire, WR11 4TG
  • MARSH, Polly — director (resigned 2023-05-22)
    18, Elm Grove, Taunton, Somerset, TA1 1EQ, England
  • REMIC, Susanne Jayne — director (resigned 2023-05-22)
    23, Oaks Lane, Bolton, Greater Manchester, BL2 3BR, England
  • WOOLDRIDGE, Helen Christine — director (resigned 2023-05-22)
    30 Cary Road, North Cadbury, Yeovil, Somerset, BA22 7DE
← Series 5 ← Episode 3