Dragons’ Den TrackerWhat Happened to ProperMaid After Dragons’ Den?
ProperMaid appeared on Dragons’ Den in 2012 (Series 10). The business was a homemade cakes with a twist. They secured investment from Deborah Meaden on the show. The company was dissolved in 2019.
The Pitch
Allison Whitmarsh walked into the Den in 2012 with a homemade cakes with a twist. They were asking for £50,000 in exchange for 25% 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. Deborah Meaden offered £50,000 for 25%, and Allison Whitmarsh 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
ProperMaid did not survive long-term. The company was dissolved in 2019, some 7 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 ProperMaid Still in Business?
No. ProperMaid is no longer in business. Companies House records show the company has been dissolved.
Related Companies
If you’re curious about other businesses from Series 10, you might also want to look at Weave Got Style, Skinny Dip, Shampooheads, Sweet Mandarin. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- dissolved
- Company Number
- 06652481
- Registered Name
- PROPERMAID LTD
- Incorporated
- 2008-07-22 (ceased 2019-02-28)
- Company Type
- ltd
- SIC Codes
- 10710
- Registered Address
- Dlp House, 46 Prescott Street, Halifax, West Yorkshire, HX1 2QW
- Accounts
- N/A (period ending 2016-12-31)
- Latest Financials
- Total Assets Less Liabilities
- £478886
- Employees
- 27
- Period
- 2016-01-01 to 31 December 2016
- Officers
-
WHITMARSH, Allison
— director
Loft 23, Gladstone Corner, 64 Plover Road Lindley, Huddersfield, West Yorkshire, HD3 3BZ, England
-
WHITMARSH, Allison
— director