It's All About Shoes

Deal

Recyclable shoe straps

Season 18 · Ep 12 Green & CleanTechAired 24 June 2021

It's All About Shoes, the recyclable shoe straps, landed on the national radar after pitching the dragons in Season 18, and walked out with a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 45%
Offered equity: £111K
Sought valuation: —
Deal amount: —
Deal equity: —
Deal valuation

Gaynor Saunders faced the dragons in Season 18, Episode 12 in the episode that aired 24 June 2021. It's All About Shoes, the recyclable shoe straps, pitched in the Green & CleanTech category, one of 34 green & cleantech businesses to brave the Den across all 22 seasons.

They came in asking £50,000 in exchange for 45% equity, putting a £111K valuation on the business.

A deal was struck.

Across Season 18, 35 of 70 pitches ended in a handshake. In the Green & CleanTech category overall, roughly 38% of pitches have landed a dragon across the show's history.

Is It's All About Shoes still in business?

Read our 2026 update on where the company is now.

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Frequently asked questions

Where can I buy It's All About Shoes?

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

Did It's All About Shoes get a deal on Dragons’ Den?

Yes. It's All About Shoes closed a deal.

What season of Dragons’ Den was It's All About Shoes on?

It's All About Shoes appeared in Season 18, Episode 12, which aired 24 June 2021.

How much was It's All About Shoes asking for on Dragons’ Den?

The founders asked for £50,000 for 45% of the company, a £111K valuation.

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