Dragons’ Den TrackerWhat Happened to SmartMat After Dragons’ Den?
SmartMat appeared on Dragons’ Den in 2012, Series 10 Episode 1. The business was a travel mat with detachable towel. No deal was made — the Dragons decided not to invest. The company was dissolved in 2024.
The Pitch
Colin and Yelena Goddard walked into the Den in 2012 with a travel mat with detachable towel. They were asking for £50,000.
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 Colin and Yelena Goddard left the Den without backing.
What Happened After the Show
SmartMat did not survive long-term. The company was dissolved in 2024, 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 SmartMat Still in Business?
No. SmartMat 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 Weave Got Style, Skinny Dip, Sendmybag, Boogie Mites. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- dissolved
- Company Number
- 10096593
- Registered Name
- SMARTMAT LIMITED
- Incorporated
- 2016-04-01 (ceased 2023-05-30)
- Company Type
- ltd
- SIC Codes
- 82990
- Registered Address
- 16 Great Queen Street, Covent Garden, London, WC2B 5AH, United Kingdom
- Accounts
- total-exemption-full (period ending 2021-04-30)
- Officers
-
ESFANDI, Nathalie Annabel
— director
16, Great Queen Street, Covent Garden, London, WC2B 5AH, United Kingdom
-
ESFANDI, Nathalie Annabel
— director