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What Happened to Truly Madly Baby After Dragons’ Den?

Truly Madly Baby appeared on Dragons’ Den in 2005, Series 2 Episode 3. The business was a baby products, via party evenings and web. They secured investment from Peter Jones on the show. The company was dissolved in 2010.

The Pitch

Julie White walked into the Den in 2005 with a baby products, via party evenings and web. They were asking for £75,000 in exchange for 45% 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 offered £75,000 for 45%, and Julie White 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

Truly Madly Baby did not survive long-term. The company was dissolved in 2010, some 5 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 Truly Madly Baby Still in Business?

No. Truly Madly Baby 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 Accommodation for Students, Brand Theory, Ultrashave, Pomelo. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
06602154
Registered Name
TRULY MADLY BABY LIMITED
Incorporated
2008-05-27 (ceased 2016-12-06)
Company Type
ltd
SIC Codes
47910
Registered Address
Units 1 And 2 Reaymer Close, Leamore Lane Bloxwich, Walsall, West Midlands, WS2 7QZ
Accounts
total-exemption-small (period ending 2013-09-30)
Officers
  • KITSON, Katie Rachel Elizabeth — secretary
    224 Penn Road, Penn, Wolverhampton, WV4 4AA
  • KITSON, Katie Rachel Elizabeth — director
    224 Penn Road, Penn, Wolverhampton, WV4 4AA
  • KITSON, Stuart Edward — director
    15 Willow Close, Penkridge, Stafford, ST19 5UB
  • KEELEX CORPORATE SERVICES LIMITED — corporate-secretary (resigned 2008-07-03)
    28, Dam Street, Lichfield, Staffordshire, WS13 6AA
  • KITSON, Gregory Clifford — director (resigned 2014-08-01)
    4 Willow Grove, Essington, Wolverhampton, West Midlands, WV11 2JE
  • KEELEX FORMATIONS LIMITED — corporate-director (resigned 2008-07-03)
    28, Dam Street, Lichfield, Staffordshire, WS13 6AA
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