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What Happened to Optifit After Dragons’ Den?

Optifit appeared on Dragons’ Den in 2013, Series 11 Episode 4. The business was a bra-fitting service. No deal was made — the Dragons decided not to invest. The company was dissolved in 2025.

The Pitch

Sue McDonald, Linda Birtwhistle and Atul Khanna walked into the Den in 2013 with a bra-fitting service. They were asking for £40,000 in exchange for 10% 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 Sue McDonald, Linda Birtwhistle and Atul Khanna left the Den without backing.

What Happened After the Show

Optifit did not survive long-term. The company was dissolved in 2025, some 12 years after the pitch.

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 Optifit Still Available?

No. Optifit Bra Company Limited 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 YogaBellies, Easy-Lift Drain, The Makery Emporium, Truncator sawhorse. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
07909655
Registered Name
OPTIFIT BRA COMPANY LIMITED
Incorporated
2012-01-13 (ceased 2025-06-17)
Company Type
ltd
SIC Codes
32990
Registered Address
6 Eastwood Avenue, New Moston, Manchester, M40 3TJ, England
Accounts
micro-entity (period ending 2024-01-31)
Latest Financials
Total Assets Less Liabilities
£17855
Employees
0
Period
2023-02-01 to 2024-01-31
Officers
  • MCDONALD, Susan — director
    6, Eastwood Avenue, New Moston, Manchester, M40 3TJ, England
  • BURTWISTLE, Linda — director (resigned 2020-12-09)
    Suite 1 Globe Chambers, 76 High Street, Uppermill, Saddleworth, OL3 6AW
  • KAHAN, Barbara — director (resigned 2012-01-13)
    Winnington House, 2 Woodberry Grove, North Finchley, London, N12 0DR, United Kingdom
  • KHANNA, Atul — director (resigned 2019-05-01)
    92, Thornhill Road, Streetly, Sutton Coldfield, West Midlands, B74 3EW, United Kingdom
← Series 11 ← Episode 4