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What Happened to Itsa After Dragons’ Den?

Itsa appeared on Dragons’ Den in 2006, Series 3 Episode 3. The business was a beach bag extending into a towel. No deal was made — the Dragons decided not to invest. The business is still active today.

The Pitch

David and Sarah Glashan walked into the Den in 2006 with a beach bag extending into a towel. They were asking for £250,000 in exchange for 20% of the business.

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 David and Sarah Glashan left the Den without backing.

What Happened After the Show

Itsa is one of those Den stories that actually lasted. Having appeared on the show in 2006, 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 Itsa Still Available?

Yes. Advantage 999 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 First Light Solutions, The Knowledge, UR-In The Paper, Chicurela. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
active
Company Number
04285982
Registered Name
ADVANTAGE 999 LIMITED
Incorporated
2001-09-12
Company Type
ltd
SIC Codes
47890, 47910
Registered Address
15 Bovinger Way, Southend-On-Sea, SS1 3SZ
Accounts
total-exemption-full (period ending 2025-09-30)
Latest Financials
Total Assets Less Liabilities
£130538
Employees
1
Period
1 October 2024 to 30 September 2025
Officers
  • GLASHAN, Sarah Joy — secretary
    15 Bovinger Way, Thorpe Bay, Essex, SS1 3SZ
  • GLASHAN, Sarah Joy — director
    15 Bovinger Way, Thorpe Bay, Essex, SS1 3SZ
  • WATERLOW SECRETARIES LIMITED — corporate-nominee-secretary (resigned 2001-09-12)
    6-8 Underwood Street, London, N1 7JQ
  • GLASHAN, Craig Leonard — director (resigned 2010-06-10)
    119 Davenport, Church Langley, Harlow, Essex, CM17 9TJ
  • GLASHAN, David John — director (resigned 2007-08-31)
    15 Bovinger Way, Thorpe Bay, Essex, SS1 3SZ
  • GLASHAN, David John — director (resigned 2004-04-06)
    15 Bovinger Way, Thorpe Bay, Essex, SS1 3SZ
  • MANN, Andrew Henry Robin — director (resigned 2009-03-12)
    75 Wellington Avenue, Westcliff On Sea, Essex, SS0 9XA
  • WATERLOW NOMINEES LIMITED — corporate-nominee-director (resigned 2001-09-12)
    6-8 Underwood Street, London, N1 7JQ
← Series 3 ← Episode 3