Product Update

Is Neurotica Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 31 January 20266 min read

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Neurotica was a genuine landmark pitch, the first fashion label ever to secure investment in the Den. It made headlines in 2008 for exactly that reason. The label itself, though, did not last.

The Short Answer

Neurotica is no longer in business. Founder Victoria McGrane ran the label for around three years after her Den appearance, with the company officially dissolving within roughly five years of Peter Jones's investment.

This is one of the cases where the research contradicts an assumption that the company kept trading, so it is worth being direct about it. Neurotica had a real run, stocked in Japan, the US and the UK, but it closed, and McGrane moved on to other work afterwards.

The fact that Jones chose to invest more than was asked, rather than negotiating the equity up at the original 56,000 pound figure, says something about how strongly the pitch landed with him on the day, even if the business itself ultimately did not last.

The Pitch

Neurotica pitched in series 6, episode 2, in the Fashion & Beauty category. Victoria McGrane's designs were known for movement in the cut of her dresses and a masculine edge to the tailoring, with collections built around intricate, nature inspired prints.

She asked for 56,000 pounds in exchange for 35 percent of the business, and the pitch made history simply by being the first fashion enterprise to secure a Den investment at all.

McGrane's collections were known within the London fashion scene before the pitch for their intricate, hand drawn prints, often built around dark, nature inspired themes like poison ivy and carnivorous plants, which set the label apart from more conventional occasionwear brands of the period.

The Deal That Got Done

Peter Jones invested 75,000 pounds for the 35 percent equity on the table, a figure notably higher than the 56,000 pounds McGrane had originally asked for. Jones clearly saw more in the pitch than the founder had asked him to fund.

It was a landmark moment for the show regardless of what came after. Fashion is a category the Dragons have historically been wary of, given how quickly trends and margins shift, and Neurotica broke that pattern first.

Being a landmark first for the show also meant Neurotica received an outsized amount of press attention at the time relative to its size, coverage that a small fashion label a few years into trading would not normally attract on its own.

Why It Did Not Last

Fashion is one of the least forgiving categories for a small label to scale in, and being first through the door on a TV show does not change that. Prints and cuts that felt fresh in one season age quickly, and the capital needed to keep producing new collections season after season is relentless.

McGrane kept Neurotica running for roughly three years before the label folded. She later moved to Australia and, after travelling through Sri Lanka, went on to launch a different venture, The Scenic Route Style, built around that experience.

Being the first fashion label to secure Den investment also meant McGrane had no template to follow for how to use that kind of backing well, since every fashion pitch that came after hers could at least study what had and had not worked the first time around.

The London fashion press covered the closure only briefly at the time, since a small label folding rarely makes news on its own, and most of what is known about the label ending comes from later interviews McGrane gave about her career after Neurotica.

Where Things Stand Now

The recap: Neurotica pitched in series 6 for 56,000 pounds at 35 percent, and Peter Jones invested 75,000 pounds at those terms, a rare case of a Dragon offering more than was asked.

The verdict today is straightforward, if not the one every visitor to this page is hoping for. Neurotica is closed. It was a genuine first for the show and ran for a few years afterwards, but the label dissolved and its founder has since built a career elsewhere. If you were hoping to still buy the brand, you cannot, it simply is not out there any more.

It is worth stating clearly for anyone still hoping to track down original Neurotica pieces, any stock that surfaces today on resale or vintage sites reflects the label's original three year run rather than any ongoing production, since the company has not existed for well over a decade.

Where to buy Neurotica

Still selling as of 31 January 2026. Check today's price and availability.

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See the full Neurotica deal breakdown and term sheet →