Dragons’ Den TrackerWhat 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 in Business?
No. Optifit 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
- 15041416
- Registered Name
- OPTIFIT LTD
- Incorporated
- 2023-08-01 (ceased 2025-01-07)
- Company Type
- ltd
- SIC Codes
- 47910
- Registered Address
- 49a West Street, Brighton, East Sussex, BN1 2RA, England
- Accounts
- N/A
- Officers
-
LANCASTER, James
— director
49a, West Street, Brighton, East Sussex, BN1 2RA, England
-
LANCASTER, James
— director