Dragons’ Den TrackerWhat Happened to The Wriggler After Dragons’ Den?
The Wriggler appeared on Dragons’ Den in 2021, Series 18 Episode 10. The business was a anti-roll changing mat for babies and infants. They secured investment from Sara Davies on the show. The business is still active today.
The Pitch
James and Aileen McCauley walked into the Den in 2021 with a anti-roll changing mat for babies and infants. They were asking for £50,000 in exchange for 40% 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. Sara Davies offered £50,000 for 40% [ note 10 ], and James and Aileen McCauley 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
The Wriggler is one of those Den stories that actually lasted. The company has now been trading for around 5 years since the pitch.
Is The Wriggler Still in Business?
Yes. The Wriggler 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 Honest Blends (Naked & Noble), Single Handed, Precious Pets Wedding Wheels, Air Vest Ltd. Each has its own story of what happened after the Den.
Watch the Pitch
Companies House Data
- Status
- active
- Company Number
- 15439385
- Registered Name
- LITTLE WRIGGLERS LTD
- Incorporated
- 2024-01-24
- Company Type
- ltd
- SIC Codes
- 88910
- Registered Address
- 13 Cambridge Road, Sandy, SG19 1JE, England
- Accounts
- micro-entity (period ending 2025-01-31)
- Latest Financials
- Total Assets Less Liabilities
- £3215
- Employees
- 2
- Period
- 24 January 2024 to 31 January 2025
- Officers
-
HOWARD-DOBSON, Samantha Jayne
— director
13, Cambridge Road, Sandy, SG19 1JE, England
-
STANBROOK, Aleisha Michelle
— director
13, Cambridge Road, Sandy, SG19 1JE, England
-
HOWARD-DOBSON, Samantha Jayne
— director