It’s been a stalwart on our screens ever since launched back in 2005. Stepping up to the challenge in the first series were eager investors Duncan Bannatyne, James Caan, Deborah Meaden, Peter Jones and Theo Paphitis.
Since it hit the airwaves, viewers have seen hundreds of ambitious entrepreneurs stand before the business moguls looking to take their products to the next level.
But what happens to the bold companies who failed to win over the Dragons on the long-running show? Rather than accept defeat, many have beaten the odds and become huge successes after walking away from the den empty-handed.
From misjudged products to unfairly dismissed business models, many have gone on to make a name for themselves without their investments.
As the show celebrates its 20th anniversary on our screens, let’s take a look back at the success stories that have slipped past the Dragons on the show.
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The founders or BrewDog were turned down by producers at the last minute (Image: Bloomberg via Getty Images)
BrewDog
One of them most recognisable beer companies in the UK, BrewDog was relatively unknown when they applied for the show back in 2009.
The founders reached out to the programme asking for a £100,000 investment for a 20% share of the company. They never made it on air, but came very close.
Writing on their website, founders James Watt and Martin Dickie said that while they were in touch with the show, executives decided not to invite them on last minute, and their business was dismissed as being “not unique enough”.
“We got through the initial application process and were selected for a screen trial in Manchester…They thought our business wasn’t a good-enough investment proposition for the Dragons and that BrewDog was not unique enough, special enough, or with enough growth potential to make the grade and appear on the show.”
It’s a shame for the Dragons, as the par claim the £100,000 investment would now be worth a staggering £360million.
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The kids suitcase Trunki went on to become an international success (Image: UGC)
Trunki
Trunki was reportedly worth £9.5million a few years ago, but the kids’ suitcase business failed to win over investors on the show back in 2006.
Now a common sight in airports, the portable cases were pitched by owner Rob Law as fun and practical travel solutions for the family, btu the design was knocked on the show.
It didn’t take long after the episode aired for Rob to secure investment elsewhere, and it’s turned out to be one of the biggest success stories in the show’s history.
The Grillstream was turned down by investors (Image: Grillstream)
Grillstream
Automotive engineers Ian Worton and Peter Neath impressed the Dragons with their Grillstream barbecue tray back in 2009. Their invention was designed to prevent dripping fats and oils, but struggled to strike a deal with investors.
Their success really came after the show aired, with multiple investors getting in touch straight away after their demonstration raced up more than 10 minutes of air time on the show.
Speaking to Metro.co.uk, the pair spoke about their pitch – which involved balancing their grill above Deborah to prove it didn’t drip oil or grease. Peter said: “We had to put the grill on her lap” as Deborah insisted: “If you stain the dress, you’re paying for it.”
Thankfully, they didn’t have to but the Dragons still decided to pass on the opportunity. Instead, the pair went into business with British company LeisureGrow after the episode aired.
Deborah Meaden warned the founders they would have to buy her a new dress if they ruined it (Image: BBC)
Since then, the product has been stocked in John Lewis for seven continuous years, as well as selling more than 50,000 units through the North American home store brand Canadian Tire.
Despite the Dragons passing on their idea, the founders don’t resent them for it. Ian told the outlet: “They’re smart geezers that made their money.
“They know what they can’t invest in everything, every time. The fact that we almost got a deal but didn’t, that gave us the opportunity with LeisureGrown and the drive to move forward. That’s helped us big time.”
Oppo Ice Cream is now sold in Waitrose and Holland and Barrett (Image: No credit)
Oppo ice cream
Brothers Harry and Charlie Thullier got an icy reception in the den back in 2016, after pitching their luxury and health-focused dessert brand for the Dragons.
None of the experts – then Peter, Deborah, Touker Suleyman, Jenny Campbell and Tej Lalvani – opted to take the £60,000 investment.
And it proved to be something they lived to regret, with the ice cream now on sale in hundreds of stores across the country, including Holland & Barrett and Waitrose.
According to financial sit Growjo.com, Oppo ice cream’s estimate annual revenue is £12million per year, and the company is now valued at a staggering £86million.
Hungry House was previously valued at approximately £2billion (Image: Hungry House)
Hungry House
Back in 2007, founders Shane Lake and Tony Charles pitched their company Hungry House to the Dragons. The company was one of the first online takeaway order services on the market.
After asking for £100,000 for 11% of the business, the pair managed to secure a deal with James Caan and Duncan Bannatyne, but the investment fell through shortly after the show.
It was their loss. The service was sold to Just Eat in 2018, after previously being valued at approximately £2billion.
Cup-A-Wine has become a staple products in Marks & Spencer (Image: DAILY MIRROR)
Cup-a-Wine
If you’ve ever treated yourself to a quiet night in with a tinny or two, there’s a good chance you’ll have seen the Cup-a-Wine on the shelves.
It’s fair to say the cheeky beverages and cocktails reached new heights when the global pandemic hit, allowing Brits to enjoy a drink without buying in bulk.
However, the quirky idea was passed by the Dragons more than a decade ago. In 2009 – a year that saw a number of fruitful investments passed on in the den, it seems – Wine Innovations founder James Nash pitched the concept of plastic, single-use cups filled with wine to the Dragons.
Sadly, they weren’t all that impressed with his offer of a 25% cut in his business for a £250,000 investment, with Duncan saying: “People don’t want to buy wine in plastic glasses like that.”
But sure enough, they did. James soon teamed up with Marks and Spencer, and customers have been picking them up ever since.
Tangle Teezer
It was turned away as simply being “just a brush” when it was presented to the Dragons in 2007, but the Tangle Teezer defied the odds to become a huge international business.
Shaun Palfrey is the mind behind the patented design, which was made to make hair brushing easier and less damaging.
While the presentation wasn’t quite as slick as he’d have liked, and the decapitated doll’s head used in the demonstration was slightly off-putting, the quality of the product itself has been proved in the years that followed.
Shaun was looking for an £80,000 investment for £15,000 at the time, but looking back he’ll be relieved he couldn’t secure any of the dragons.
The company has since been valued at £65million, and become one of the most popular brushes used around the world.