Dragons’ Den Tracker

The Pitch

Alex and Jenny McFadden walked into the Den in 2022 with a easy access maternity wear. They were asking for £30,000 in exchange for 33% 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. Peter Jones, Steven Bartlett, Touker Suleyman and Sara Davies offered £30,000 for 33%, and Alex and Jenny McFadden 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

Pretty Mama Breastfeeding is one of those Den stories that actually lasted. The company has now been trading for around 4 years since the pitch.

Is Pretty Mama Breastfeeding Still in Business?

Yes. Pretty Mama Breastfeeding 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 Pipe snug, Gasm Drinks, Bambino Crayons, City MaaS. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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An emotional pitch that will change their lives forever 🐉 Dragons' Den 🔥 BBC | Pretty Mama

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All Five Dragons Want A Part Of This Business | Dragons' Den

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Momzelle à Dragon's Den