Dragons’ Den Tracker

The Pitch

Gaynor Saunders walked into the Den in 2021 with a recyclable shoe straps. They were asking for £50,000 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. Touker Suleyman offered £50,000 for 45%, and Gaynor Saunders 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

It's All About Shoes did not survive long-term. The company was dissolved in 2024, only 3 years after the Den appearance.

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 It's All About Shoes Still in Business?

No. It's All About Shoes 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 Mini First Aid, ToneAlly, Sophie and Luna London, Just A Splash. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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Top 3 Fashion Pitches In The Den | Vol.2 | COMPILATION | Dragons' Den (at 12:54)