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What Happened to Incognito After Dragons’ Den?

Incognito appeared on Dragons’ Den in 2009, Series 7 Episode 3. The business was a chemical free anti-mosquito spray. No deal was made — the Dragons decided not to invest. The business is still active today.

The Pitch

Howard and Patricia Carter walked into the Den in 2009 with a chemical free anti-mosquito spray. They were asking for £100,000.

Despite their best efforts, the pitch didn’t convince the Dragons to open their wallets.

The Deal

No deal was made. The Dragons weren’t persuaded to invest, and Howard and Patricia Carter left the Den without backing.

What Happened After the Show

Incognito is one of those Den stories that actually lasted. Having appeared on the show in 2009, 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 Incognito Still Available?

Yes. Howad Limited 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 Lid Lifters, Servicing Stop, Dusty – The Dusty Springfield Musical, Tantrum Boutique. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
04392412
Registered Name
HOWAD LIMITED
Incorporated
2002-03-12
Company Type
ltd
SIC Codes
32990
Registered Address
Unit 10 Baseline Business Studios, Whitchurch Road, London, W11 4AT
Accounts
total-exemption-full (period ending 2024-10-31)
Latest Financials
Total Assets Less Liabilities
£998910
Employees
7
Period
1.11.23 to 31.10.24
Officers
  • CARTER, Howard Alaric — secretary
    Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT, England
  • BATES, Carole — director
    Howad Ltd/Incognito, Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT, England
  • CARTER, Howard Alaric — director
    Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT
  • CONLON, Patricia — director
    Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT
  • SAME-DAY COMPANY SERVICES LIMITED — corporate-nominee-secretary (resigned 2002-03-12)
    9 Perseverance Works, Kingsland Road, London, E2 8DD
  • ALI, Rashdah Bibi — director (resigned 2020-03-24)
    Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT, England
  • BARKLEM, Nigel Jeremy — director (resigned 2020-01-09)
    Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT
  • CARTER, Howard Alaric — director (resigned 2007-02-14)
    28a Kensington Park Gardens, London, W11 2QS
  • SMITH, Abigail Talora — director (resigned 2006-07-16)
    2b Bathurst Gardens, London, NW10 5JA
  • SNYDER, Gregory Carl — director (resigned 2022-02-14)
    Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT
  • SPEZZANO, Christopher Haokalani — director (resigned 2024-01-08)
    Unit 10, Baseline Business Studios, Whitchurch Road, London, W11 4AT, England
  • WILDMAN & BATTELL LIMITED — corporate-nominee-director (resigned 2002-03-12)
    9 Perseverance Works, Kingsland Road, London, E2 8DD
← Series 7 ← Episode 3