Product Update

Is Truly Madly Baby Still in Business? (2026 Update)

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

Dragons' Den IndexUpdated 31 March 20266 min read

As an Amazon Associate I earn from qualifying purchases.

Truly Madly Baby was one of series 2's higher profile success stories, at least for a while. Julie White pitched a baby products business built around party style selling events, secured investment on air, and the company went on to be named among the UK's Startups 100 in 2008. The full story since then is less positive than that early momentum suggested.

The short answer

Truly Madly Baby is no longer in business, which contradicts an older internal note that had marked the company as still selling. Companies House records confirm Truly Madly Baby Limited was formally dissolved on 6 December 2016, roughly a decade after the pitch aired. The company sold mother and baby products through party planning events and online, a model that had real early success but did not last.

The pitch

Truly Madly Baby appeared in series 2, episode 3, in the Kids & Education category. Founder Julie White asked for 75,000 pounds in exchange for 45 percent of the company, a substantial equity stake reflecting a genuinely large ask relative to a young, event driven retail business.

Party plan and direct selling businesses were a familiar category for the Dragons even in the show's early years, and a founder who could demonstrate strong event turnout and repeat hostess bookings had a clear, tangible metric to make the case with, rather than a purely conceptual product.

What happened with the investment

Retrospective reporting on the episode describes Peter Jones making an offer on air, though accounts of the pitch also describe White ultimately declining the on air investment after filming and accepting funding from a different source instead, a pattern that recurs across several early series pitches where the broadcast deal and the final closed deal differed.

Whatever route the funding ultimately took, White built the business successfully enough in its early years to be recognised nationally, Truly Madly Baby was named to the Startups 100 list, a well regarded annual ranking of promising UK companies, in 2008.

Why the business eventually closed

The gap between an early Startups 100 listing in 2008 and formal dissolution in 2016 spans eight years, which suggests the company continued trading for some time after its initial recognition before it eventually wound down. Party plan retail models built around in person selling events are genuinely difficult to scale profitably over the long term, hostess recruitment, event logistics and stock management all get harder as a business grows, not easier, and many businesses built on this model in the UK baby products space struggled through the 2010s as online retail reshaped how parents shopped.

Julie White has since written and spoken publicly about her journey with the business, including its ending, framing it as part of a longer entrepreneurial story rather than treating the closure as the final word on her career.

What this means for the still selling question

It is worth being direct about the gap here too. Our records had previously carried this business as still selling, and the Companies House record does not support that, the dissolution in December 2016 is a matter of public record, not a judgement call. No active Truly Madly Baby storefront or event booking page could be found trading as of 2026.

The lesson for anyone reading this as a customer or a fellow founder is the same one that recurs across a lot of Dragons' Den alumni from the show's earlier years, an early Startups 100 listing and a genuine on air deal are real achievements, but neither one guarantees a business will still be trading a decade later in a retail category that changed as much as baby products did through the 2010s.

Where things stand now

Truly Madly Baby pitched in series 2 for 75,000 pounds at 45 percent, secured investor interest on air though the final funding route is not fully documented, built a genuinely recognised business in its early years, and was formally dissolved in December 2016. It is a reminder that even a Startups 100 listing is not a guarantee of long term survival in a genuinely difficult retail category.

If you came here to check whether Truly Madly Baby is still trading, it is not. The company that pitched in series 2 closed for good in 2016, after roughly eight years in business.

Where to buy Truly Madly Baby

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

Check price on Amazon

Affiliate link — we may earn a commission at no extra cost to you.

See the full Truly Madly Baby deal breakdown and term sheet →