Dragons’ Den Tracker

The Pitch

Emma Blower and Nick Stacey walked into the Den in 2017 with a online personalised christmas messages. They were asking for £75,000.

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 Emma Blower and Nick Stacey left the Den without backing.

What Happened After the Show

Magic Santa Letters did not survive long-term. The company was dissolved in 2018 — just a year after appearing on the show.

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 Magic Santa Letters Still Available?

No. Danick Retail Ltd 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 Thortful, Mo Bros, YHIM, Trix. Each has its own story of what happened after the Den.