Dragons’ Den Tracker

The Pitch

Peony Li walked into the Den in 2024 with a bladder supplements. They were asking for £100,000 in exchange for 3% 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. Emma Grede, Peter Jones, and Deborah Meaden offered £100,000 for 3%, and Peony Li 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

We Are Jude is one of those Den stories that actually lasted. The business has now been trading for around 5 years since the pitch.

Is We Are Jude Still Available?

Yes. The Wise Collective Limited 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 Bold Bean Co, Skin, Automated shower cleaner. Each has its own story of what happened after the Den.

Watch the Pitch

Videos

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'We Are Jude' Seeks To Help Bladder Health With A Supplement | Dragons' Den