Product Update

Is Electro Expo Still in Business? (2026 Update)

Is Electro Expo from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Electro Expo today.

Dragons' Den IndexUpdated 10 July 20266 min read

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Electro Expo pitched a simple, unglamorous product, a plastic housing that protects electrical cable connections, and landed one of the more understated success stories in Dragons' Den history. The short answer is yes: the product is still on sale, still stocked by major UK electrical suppliers, and still trading under the trademark the founder registered.

The pitch and the deal

Peter Moule, trading through his company Electro Expo Ltd, pitched the product in series 5, episode 8, asking for £150,000 in exchange for 32 percent of the business.

Duncan Bannatyne and James Caan made the joint offer at those terms, £150,000 for 32 percent. It was not a flashy consumer pitch, no gadget, no app, just a practical safety product for electricians and cable installers, but it was exactly the kind of unsexy, high-utility product that tends to have staying power once it earns a place in trade suppliers' catalogues.

A fast start

The product, sold under the brand name Choc Box, moved quickly after the episode aired. Within days of the broadcast, Moule signed a multi-million pound deal with one of the world's biggest electrical distributors, and subsequent reporting described a further contract worth tens of millions of dollars with an electrical industry specialist.

That kind of trade momentum, landing major distributor relationships almost immediately, is unusual even among successful Dragons' Den pitches, and it is the clearest sign that the underlying product filled a real gap in the market rather than riding a wave of post-broadcast publicity that fades within weeks.

The trade-product advantage

Consumer products live and die on marketing budgets, seasonal trends and shelf space at major retailers, all things that can shift quickly and expensively. Trade products like Choc Box play a different game entirely. Once an electrician or a contractor specifies a product as part of their standard kit, and once wholesalers list it as a stocked line, demand becomes steady and repeat-driven rather than dependent on winning new customers over and over.

That structural difference is a big part of why Electro Expo has been able to keep operating quietly for so long without needing new funding rounds, rebrands, or expansion into adjacent categories. The product does one job well, electricians keep needing that job done, and the wholesale relationships built in the years after the Dragons' Den deal have kept doing the heavy lifting ever since.

Where things stand now

Choc Box connector boxes remain widely available today through UK electrical wholesalers and suppliers, including major trade names in the cable management and connector space. The Choc Box trademark is still registered to Electro Expo Ltd, and the product continues to be marketed as a straightforward, non-water-resistant junction box for insulating electrical connections, exactly the use case it was pitched on.

Products like this rarely make headlines years later. There is no big rebrand story, no acquisition drama, just a practical item that keeps getting specified by electricians and keeps getting restocked by wholesalers, which is arguably the quietest form of Dragons' Den success there is.

The unglamorous end of the Dragons' Den spectrum

Electro Expo rarely gets mentioned in retrospectives about the show's biggest hits, those lists tend to favour consumer brands with visible growth stories, viral marketing moments, or dramatic follow-on funding rounds. A trade connector box does not generate that kind of coverage no matter how well it sells.

That makes it easy to overlook, but from a pure business survival standpoint, it belongs in the same conversation as the show's more celebrated successes. The product still exists, still sells, and still carries its original trademark, which is the actual bar this kind of question is trying to answer.

The verdict

Electro Expo is still in business. The Choc Box connector housing that Duncan Bannatyne and James Caan backed with £150,000 for 32 percent is still manufactured, still trademarked to the original company, and still stocked by a wide range of UK electrical suppliers.

It is not a household name and was never going to be. But for a trade product built to solve one specific, recurring problem for electricians, quietly staying on wholesalers' shelves for close to two decades is exactly what a durable business looks like.

Where to buy Electro Expo

Still selling as of 10 July 2026. Check today's price and availability.

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See the full Electro Expo deal breakdown and term sheet →