Cuddledry
No DealHooded towel aid for bathing babies
Best known from its Dragons’ Den appearance, Cuddledry is a hooded towel aid for bathing babies in Season 5, where it won fans even without landing a deal.
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From the show
The Dragons’ Den pitch
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- Asked for
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- Offered equity
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- Sought valuation
Helen Wooldridge and Polly Marsh walked into the Den in Season 5, Episode 3 in the episode that aired 29 October 2007. Cuddledry, the hooded towel aid for bathing babies, pitched in the Other category, one of 909 other businesses to brave the Den across all 22 seasons.
The dragons passed, and Cuddledry 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.
Cuddledry was one of 79 businesses to pitch in Season 5, where 15 deals got done. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.
Is Cuddledry still in business?
Read our 2026 update on where the company is now.
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Frequently asked questions
Where can I buy Cuddledry?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Cuddledry get a deal on Dragons’ Den?
No. Cuddledry pitched the dragons but left Season 5 without a deal.
What season of Dragons’ Den was Cuddledry on?
Cuddledry appeared in Season 5, Episode 3, which aired 29 October 2007.
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