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What Happened to ElectroExpo (renamed Chocbox ) After Dragons’ Den?

ElectroExpo (renamed Chocbox ) appeared on Dragons’ Den in 2007, Series 5 Episode 8. The business was a plastic housing that protects cable connections. They secured investment from Duncan Bannatyne & James Caan on the show. The business is still active today.

The Pitch

Peter Moule walked into the Den in 2007 with a plastic housing that protects cable connections. They were asking for £150,000 in exchange for 32% 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. Duncan Bannatyne & James Caan offered £150,000 for 32%, and Peter Moule 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

ElectroExpo (renamed Chocbox ) is one of those Den stories that actually lasted. Having appeared on the show in 2007, the business has now been trading for over two decades — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.

Is ElectroExpo (renamed Chocbox ) Still Available?

Yes. Electro Expo Ltd 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 Tingo Tang, Mr Stripey, Magnetic Connection, Whatsyatag. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
01577246
Registered Name
ELECTRO EXPO LTD.
Incorporated
1981-07-30
Company Type
ltd
SIC Codes
27330
Registered Address
Five Ways, 57-59 Hatfield Road, Potters Bar, Hertfordshire, EN6 1HS
Accounts
micro-entity (period ending 2025-08-31)
Latest Financials
Total Assets Less Liabilities
£531763
Employees
0
Period
1.9.24 to 31.8.25
Officers
  • COLLINS, Sharon Lavinnia — secretary
    Five Ways, 57-59 Hatfield Road, Potters Bar, Hertfordshire, EN6 1HS
  • MOULE, Peter John — director
    Five Ways, 57-59 Hatfield Road, Potters Bar, Hertfordshire, EN6 1HS
  • MOULE, Geraldine Louise — secretary (resigned 1990-12-23)
    Beresford House Halstead Hill, Cheshunt, Waltham Cross, Hertfordshire, EN7 5NA
  • MOULE, William Michael — secretary (resigned 1997-09-30)
    11 Dickens Close, Cheshunt, Hertfordshire, EN7 6BG
  • BANNATYNE, Duncan Walker — director (resigned 2015-03-30)
    Five Ways, 57-59 Hatfield Road, Potters Bar, Hertfordshire, EN6 1HS
  • CAAN, James — director (resigned 2011-10-04)
    Five Ways, 57-59 Hatfield Road, Potters Bar, Hertfordshire, EN6 1HS
  • MOULE, Geraldine Louise — director (resigned 1990-12-23)
    Beresford House Halstead Hill, Cheshunt, Waltham Cross, Hertfordshire, EN7 5NA
← Series 5 ← Episode 8