Product Update

Is Pretty Mama Breastfeeding Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 14 June 20266 min read

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Pretty Mama started with a familiar problem for a new parent: nowhere to find maternity and breastfeeding wear that looked good and made feeding practical at the same time. Two sisters from the North East built a brand around solving it, and the short answer for anyone checking in now is yes, Pretty Mama is still very much in business.

The Short Answer

Pretty Mama is still trading. The brand runs its own website and continues to sell breastfeeding and maternity clothing directly to customers, with turnover reported to have grown year on year since its Dragons' Den appearance. It does not sell through Amazon, so the direct site is the place to shop.

For a small fashion brand built by two sisters rather than a large manufacturer, sustained year on year growth well after the TV appearance is a genuinely strong outcome, particularly in a niche as specific as nursing wear, where a customer typically only needs the product for a relatively short window around pregnancy and early feeding.

The Pitch

Alex and Jenny McFadden, sisters from Hebburn near Newcastle, pitched Pretty Mama in series 19, episode 13. According to our index, they asked for £30,000 in exchange for 33 per cent of the business. Alex had the original idea after struggling to find feminine, comfortable clothing while pregnant with her daughter, which led the sisters to design nursing wear built around discreet V shape zips for breastfeeding access.

Their pitch centred on the practical design detail, jumpers made from heavyweight cotton that open with diagonal zips on either side for coverage while feeding, aimed at a customer base that felt underserved by mainstream maternity ranges.

The Deal

The sisters left the Den with backing from four Dragons: Sara Davies, Steven Bartlett, Peter Jones and Touker Suleyman. That is a wide syndicate for a company asking for a relatively modest £30,000, and it reflects how much the Dragons responded to both the product and the founders' story.

A four Dragon deal on a modest ask usually means the panel saw more upside than the number on the table implied, and in this case the aftermath backed that read up.

What Happened After

The exposure from the broadcast translated into a real surge in followers and sales, and the sisters have described the period since as their busiest yet, with turnover climbing year on year. That is the ideal outcome from a Dragons' Den appearance: not just a one off spike in orders around broadcast night, but a lasting lift in brand awareness that the founders were able to convert into sustained growth.

Pretty Mama has continued to be covered in regional business press as a North East success story, which lines up with a company that kept building rather than fading after its television moment.

The wider maternity wear category has also had more entrants competing for attention since Pretty Mama's original pitch, so continuing to grow turnover year on year in a crowded space is a stronger result than it might first appear. A brand built on a specific, practical design detail, discreet zips that actually work for feeding, tends to hold onto customers through word of mouth from other parents even after the initial television exposure fades.

Common Questions

Is Pretty Mama still in business? Yes. The sisters behind the brand continue to sell breastfeeding and maternity wear directly from their own website, with turnover reported to be growing year on year.

Who invested in Pretty Mama on Dragons' Den? Sara Davies, Steven Bartlett, Peter Jones and Touker Suleyman all backed the £30,000 ask for 33 per cent of the business, according to our index.

Where is Pretty Mama based? The founders, sisters Alex and Jenny McFadden, are based in Hebburn near Newcastle in the North East of England.

Where Things Stand Now

Here is the recap. Pretty Mama pitched in series 19, episode 13, asking £30,000 for 33 per cent, and secured backing from four Dragons: Sara Davies, Steven Bartlett, Peter Jones and Touker Suleyman. The brand has grown turnover year on year since the appearance.

If you came here to check whether Pretty Mama survived its Dragons' Den moment, it did, and it is still selling breastfeeding and maternity wear directly from its own site today.

Where to buy Pretty Mama Breastfeeding

Still selling as of 14 June 2026. Check today's price and availability.

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See the full Pretty Mama Breastfeeding deal breakdown and term sheet →