Product Update
Is Fridja Still in Business? (2026 Update)
Is Fridja from Dragons’ Den still around in 2026? The deal it made, the dragons who invested, and where to buy Fridja today.
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Fridja pitched a clothes steamer in series 13 and landed seventy thousand pounds from two Dragons on the very first episode of the new series. Over a decade later, the company is not only still trading, it has grown well beyond the single product it pitched with.
It is one of the more straightforward growth stories on this site, a well timed pitch, a full ask secured, and a decade of steady product line expansion that followed.
It is also a useful example of what a Dragons' Den deal can look like when the fundamentals are already sound going in, no dramatic rescue story, no unusual complications, just a working product, a fair ask, and steady growth that followed the handshake exactly as intended.
The Short Answer
Fridja is still in business. The company runs an active website selling clothes steamers, juicers, fabric shavers, air fryers and portable blenders, and its products continue to pick up positive reviews from mainstream outlets. This is a clean, confident survival story.
The Pitch
Fridja opened series 13, episode 1, straight after the Wimbledon Men's Final slot in the schedule, a prime piece of broadcast real estate for a single product pitch. Founder Ben presented a clothes steamer designed for suits and delicate fabrics including wedding dresses, and asked for seventy thousand pounds for 25 percent of the company.
Deborah Meaden and Nick Jenkins jointly backed the pitch, putting up the full seventy thousand pounds asked for.
From One Steamer to a Full Appliance Range
What stands out about Fridja's post-Den history is how far the product range has expanded. The original pitch was built around a single vertical clothes steamer. Since then, the company has grown into cold press juicers, digital air fryer ovens, fabric shavers and portable blenders, becoming a genuine small home appliance brand rather than a one-product business.
That kind of category expansion is a strong signal of a company that has built real customer trust rather than riding a single viral moment. Fridja has also picked up ongoing product reviews well after its Den appearance, including a five star rating and a best-in-category call-out from The Independent for one of its handheld steamer models.
Expanding into juicers, air fryers and blenders also spreads a small appliance company's risk across several categories rather than leaving it dependent on a single product's seasonal demand. Clothes steamers, for instance, tend to sell more heavily around wedding season and the run up to Christmas, so having other product lines to fall back on through quieter months is a sensible piece of business planning rather than simple opportunism.
Why a Prime Time Slot Mattered
Being the very first pitch of a new series, and directly following a major sporting broadcast, is a genuinely valuable slot in television terms. A large, engaged audience was already tuned in for the Wimbledon final and stayed on the channel as the new series began, giving Fridja a bigger built-in audience than most pitches get on a typical week.
That kind of scheduling luck does not build a business on its own, of course, the product still had to hold up once customers started buying it, but it likely gave Fridja a stronger initial sales spike than most series openers get, and that early cash flow can matter a great deal for a small appliance company trying to fund its next production run.
It is also worth noting that a clothes steamer is a fairly easy product to demonstrate convincingly in a short television segment, wrinkled fabric goes in, smooth fabric comes out, in a matter of seconds. That visual simplicity likely helped the pitch land clearly with viewers at home as well as with the Dragons in the room.
Where Things Stand Now
Fridja's own website states the company has been trusted by UK customers since 2010, meaning the Den appearance came a few years into an already operating business, similar to the pattern seen with Equisafety. That kind of pre-existing operational base likely helped it absorb the scrutiny and scale that came with national TV exposure.
If you are checking whether Fridja survived its Den appearance, the answer is a clear yes. The company is still selling, still expanding its product range, and still picking up independent reviews more than a decade after its pitch.
Between the strong scheduling slot, the established pre-Den operating history, and the steady expansion into related appliance categories, Fridja ticks most of the boxes that tend to separate the Den pitches that last from the ones that fade after a single strong opening week.
Where to buy Fridja
Still selling as of 6 May 2026. Check today's price and availability.
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See the full Fridja deal breakdown and term sheet →
