Dragons’ Den Season 21 Recap: Every Deal Worth Knowing

Season 21 aired across 2024–2024 and brought 57 businesses into the Den. By the time it wrapped, the dragons had made 32 deals and committed £1.2M on air. It is a clean snapshot of where the show, and the companies pitching it, stood that year.

The season's deal rate landed at 56%. That is up from 53% the season before, so the dragons were in a buying mood. Deal rates have climbed over the life of the show as the format matured and founders showed up better prepared, and Season 21 is one point on that line.

The defining deal of the season was Kimaï, which secured £250,000 for 3% from StevenBartlett. Every season has a pitch or two the dragons fight over, and the size of that top check is usually a fair proxy for how strong the season's crop of companies was.

By category, Season 21 leaned toward fashion & beauty, health & wellness and food & drink, the three areas that sent the most founders into the Den that year. The mix shifts season to season and usually tracks whatever was hot in consumer products at the time, which makes each season a small time capsule of where founders were putting their energy.

The real measure of a season is what survives, and this one produced businesses that are still around. 57 Season 21 products are still actively selling today, several of them on Amazon, and they are highlighted below. Those survivors matter more than the on-air theatrics. They are the companies that were still standing years later.

Below you will find the season's biggest deals ranked by check size, plus the products from Season 21 you can still buy. For the full episode-by-episode breakdown of all 57 pitches, head to the season page. Figures reflect the deals as aired.

The season's biggest deals

1. 1
   Kimaï

   Season 21 · StevenBartlett

   £250,000

   for 3%

2. 2
   Sibstar

   Season 21 · Deborah Meaden + Sara Davies

   £125,000

   for 10%

3. 3
   Luxe Collective

   Season 21 · StevenBartlett

   £100,000

   for 3%

4. 4
   Peggy Rain Ltd

   Season 21 · Touker Suleyman

   £80,000

   for 45%

5. 5
   The Head Plan

   Season 21 · Peter Jones

   £80,000

   for 10%

6. 6
   Zebedee Any Angle

   Season 21 · Sara Davies

   £75,000

   for 40%

7. 7
   Ori Lifestyle

   Season 21 · EmmaGrede

   £60,000

   for 25%

8. 8
   Faace

   Season 21 · Peter Jones + Touker Suleyman + StevenBartlett

   £60,000

   for 15%

9. 9
   Tasty Mates

   Season 21 · Peter Jones

   £60,000

   for 20%

10. 10
    NINI Organics

    Season 21 · Peter Jones + StevenBartlett

    £50,000

    for 20%

Season 21 products still selling today

These pitches turned the season's exposure into a lasting business, and you can still buy them:

Deal

Luxe Collective

Luxury second-hand marketplace

Season 21 · Ep 1£100K

Deal

Peggy Rain Ltd

Eco-friendly protection for washing lines

Season 21 · Ep 1£80K

Deal

Pop Specs

Express manufactured spectacles

Season 21 · Ep 1Health & Wellness

Deal

Standout Enterprises Ltd

Socks company employing people who have learning-disabilities

Season 21 · Ep 1£30K