Season Recap

Dragons’ Den Season 10 Recap: Every Deal Worth Knowing

Season 10 by the numbers: 100 pitches, 21 deals, the biggest checks, and the products that are still selling.

Dragons' Den IndexUpdated 22 November 20256 min read

Series 10 of Dragons' Den, first broadcast in 2012, put 100 pitches in front of the panel. 21 of them walked out with a deal, a strike rate of 21 percent, and the Dragons collectively put about £570K behind the businesses they backed.

Series 10 was Dragons' Den's first full run to air entirely in a single calendar year, 2012, and it settled into the rhythm the show still follows today: a large early field of pitches whittled down to a smaller set of funded businesses.

Across the 22 series in our index, series 10's total investment of £570K ranks 13th highest, and its 21 deals rank 10th highest by count. Those two rankings don't always move together, since a series can rack up a lot of small deals or a handful of large ones, and series 10 sits where it sits on both counts.

How many pitches got a deal in series 10?

Of the 100 pitches that appeared in series 10, 21 secured investment, for a deal rate of 21 percent. That edged up compared with the 20 percent deal rate the series before it, which gives a sense of how choosy, or how generous, this particular panel of Dragons was being that year.

None of this means the other pitches were bad businesses. Dragons' Den has always turned down founders who go on to build successful companies without a Dragon's money, and it has funded some that later folded. The deal rate measures what happened in the room, not how the businesses performed afterwards.

It's also worth reading the 21 percent figure alongside the raw count. 100 pitches is a larger field than most series in this index, so the same deal rate can represent very different numbers of actual businesses funded depending on how many founders got through the door that year.

The biggest deal of series 10

The biggest single deal of series 10 went to Intern Avenue, which secured £100,000 in exchange for 40 percent equity. The investment came from Peter Jones.

A 40 percent stake for £100,000 values Intern Avenue at roughly £250,000 at the point of the deal, the kind of valuation math that plays out on screen every time a Dragon and a founder haggle over percentage points.

That single deal accounts for a meaningful share of the series' total investment: £100,000 of the £570K the Dragons put into series 10 overall went into just this one pitch, which is a useful reminder that a series total is rarely spread evenly across every deal made.

What the Dragons backed most in series 10

The categories that did best with the Dragons in series 10 were Other, Kids & Education and Tech & Software. 'Other' topping the list is normal for this show: Dragons' Den pitches cover everything from kitchen gadgets to fintech apps, and a large share of any series doesn't fit neatly into a single retail category.

Beyond that catch-all, the categories that stood out say something about what founders were bringing to the Den that year, and which of those ideas the panel judged worth backing.

Kids & Education taking a top spot in series 10 lines up with the kinds of products that tend to translate well to a live studio pitch: something the Dragons can hold, taste or try, rather than a service they have to take on faith.

Which series 10 businesses are still trading?

Based on our tracking, 2 Chickens And A House, Abs Pak, Boogie Mites and Sendmybag are still trading in some form as of 2026.

Dragons' Den success is not measured only in who gets a deal on the night. Some of the strongest survivors from any given series turned down an offer, or never got one, and built the business anyway. Deal or no deal, survival past broadcast is the harder test.