Emand Jo Ltd

No Deal

Womenswear, fashion and accessories

Season 1 · Ep 1 OtherAired 4 January 2005

Emand Jo Ltd, the womenswear, fashion and accessories, landed on the national radar after pitching the dragons in Season 1, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£60K
Asked for: 20%
Offered equity: £300K
Sought valuation

Joanne Morrison and Emma McPherson faced the dragons in Season 1, Episode 1 in the episode that aired 4 January 2005. Emand Jo Ltd, the womenswear, fashion and accessories, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

They came in asking £60,000 in exchange for 20% equity, putting a £300K valuation on the business.

Emand Jo Ltd couldn't land an offer the founders would take, and the pitch ended without a deal. History says that's survivable: several of the show's biggest success stories left the Den empty-handed.

Across Season 1, 8 of 61 pitches ended in a handshake. 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 Emand Jo Ltd?

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

Did Emand Jo Ltd get a deal on Dragons’ Den?

No. Emand Jo Ltd pitched the dragons but left Season 1 without a deal.

What season of Dragons’ Den was Emand Jo Ltd on?

Emand Jo Ltd appeared in Season 1, Episode 1, which aired 4 January 2005.

How much was Emand Jo Ltd asking for on Dragons’ Den?

The founders asked for £60,000 for 20% of the company, a £300K valuation.

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