Dragons’ Den TrackerWhat Happened to Smarty Pants After Dragons’ Den?
Smarty Pants appeared on Dragons’ Den in 2005, Series 2 Episode 1. The business was a underwear with personalised names. No deal was made — the Dragons decided not to invest. The business is still active today.
The Pitch
Claire Locke walked into the Den in 2005 with a underwear with personalised names. They were asking for £150,000 in exchange for 25% 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 Claire Locke left the Den without backing.
What Happened After the Show
Smarty Pants is one of those Den stories that actually lasted. Having appeared on the show back in 2005, the company has now been trading for well over a decade — an outcome that puts it ahead of the vast majority of startup ventures, let alone television pitches.
Is Smarty Pants Still in Business?
Yes. Smarty Pants 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 Square Mile, RakaStaka, The Big O, The Magic Roundabout. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 05277967
- Registered Name
- SMARTY PANTS LTD
- Incorporated
- 2004-11-04
- Company Type
- ltd
- SIC Codes
- 14142, 14190, 18129, 32990
- Registered Address
- Unit 14 Old Brewery Yard, Kilton Road, Worksop, Nottinghamshire, S80 2DE
- Accounts
- total-exemption-full (period ending 2025-03-31)
- Latest Financials
- Total Assets Less Liabilities
- £347734
- Employees
- 11
- Period
- 2024-04-01 to 31 March 2025
- Officers
-
THOMPSON, Melanie
— secretary
Lilac House, Laburnum Close, Creswell, Worksop, S80 4AD, England
-
LOCKE, Claire
— director
44, Wellesley Close, Worksop, Nottinghamshire, S81 7NR, United Kingdom
-
THOMPSON, Melanie
— secretary