Aqua Mum

No Deal

Swimwear for pregnant women

Season 4 · Ep 4 OtherAired 28 February 2007

Best known from its Dragons’ Den appearance, Aqua Mum is a swimwear for pregnant women in Season 4, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£70K
Asked for: —
Offered equity: —
Sought valuation

Sandra-Johnson Murphy walked into the Den in Season 4, Episode 4 in the episode that aired 28 February 2007. Aqua Mum, the swimwear for pregnant women, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The dragons passed, and Aqua Mum left without a deal. That's not always the end of the story. Some of Dragons’ Den's most successful companies were rejected on air and grew anyway, using the exposure (the "Dragons’ Den effect") to drive sales the dragons missed out on.

Aqua Mum was one of 52 businesses to pitch in Season 4, where 10 deals got done. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Aqua Mum?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Aqua Mum get a deal on Dragons’ Den?

No. Aqua Mum pitched the dragons but left Season 4 without a deal.

What season of Dragons’ Den was Aqua Mum on?

Aqua Mum appeared in Season 4, Episode 4, which aired 28 February 2007.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.