Dragons’ Den TrackerWhat 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 Available?
No. Truly Madly Baby is no longer in business. Based on available records, the company is dissolved (2010).
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.
