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What Happened to YUUbag After Dragons’ Den?

YUUbag appeared on Dragons’ Den in 2012, Series 10 Episode 3. The business was a children's backpack and accessories range. They secured investment from Peter Jones and Deborah Meaden on the show. The company was dissolved in 2021.

The Pitch

Kellie Forbes and Gill Hayward walked into the Den in 2012 with a children's backpack and accessories range. They were asking for £60,000 in exchange for 30% 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 and Deborah Meaden offered £60,000 for 30%, and Kellie Forbes and Gill Hayward 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

YUUbag did not survive long-term. The company was dissolved in 2021, some 9 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 YUUbag Still Available?

No. Kill Jellie Limited 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 Sweet Mandarin, 13horror Ltd, Jaktogo, Auto Wed. Each has its own story of what happened after the Den.

Watch the Pitch

Companies House Data

Status
dissolved
Company Number
07258580
Registered Name
KILL JELLIE LIMITED
Incorporated
2010-05-19 (ceased 2021-08-05)
Company Type
ltd
SIC Codes
47910
Registered Address
The Old Brewhouse 49-51 Brewhouse Hill, Wheathampstead, St. Albans, Hertfordshire, AL4 8AN
Accounts
total-exemption-full (period ending 2018-02-28)
Officers
  • FORBES, Kellie Ann — secretary
    The Old Brewhouse 49-51, Brewhouse Hill, Wheathampstead, St. Albans, Hertfordshire, AL4 8AN
  • FORBES, Kellie Ann — director
    The Old Brewhouse 49-51, Brewhouse Hill, Wheathampstead, St. Albans, Hertfordshire, AL4 8AN
  • HAYWARD, Gillian Fleur — director
    The Old Brewhouse 49-51, Brewhouse Hill, Wheathampstead, St. Albans, Hertfordshire, AL4 8AN
← Series 10 ← Episode 3