Dragons’ Den Tracker

The Pitch

Ben Fridja walked into the Den in 2015 with a home appliances retailer, including clothes steamer. They were asking for £70,000 in exchange for 25% 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 Nick Jenkins offered £70,000 for 25%, and Ben Fridja 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

Fridja 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 Fridja Still in Business?

Yes. Fridja 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 BeamBlock, Fit Britches, Housecrowd. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Will These Dragons Buy Into The Clothes Steamer Cause? | Dragons' Den

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Started Solo. Went Global. Won on Dragons' Den. Was It Worth It?