Laceeze

Deal

Aid for tightening shoelaces

Season 22 · Ep 1 Fashion & BeautyAired 9 January 2025

Laceeze, the aid for tightening shoelaces, landed on the national radar after pitching the dragons in Season 22, and convinced Touker Suleyman to invest.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 40%
Offered equity: £125K
Sought valuation: £50K
Deal amount: 40%
Deal equity: £125K
Deal valuation

Emma Burke faced the dragons in Season 22, Episode 1 in the episode that aired 9 January 2025. Laceeze, the aid for tightening shoelaces, pitched in the Fashion & Beauty category, one of 78 fashion & beauty businesses to brave the Den across all 22 seasons.

They came in asking £50,000 in exchange for 40% equity, putting a £125K valuation on the business.

Touker Suleyman made the deal at £50,000 for 40% equity. The deal valued the company at £125K.

Across Season 22, 32 of 55 pitches ended in a handshake. In the Fashion & Beauty category overall, roughly 67% of pitches have landed a dragon across the show's history.

Touker Suleyman

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Frequently asked questions

Where can I buy Laceeze?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name. The company's official website is another option.

Did Laceeze get a deal on Dragons’ Den?

Yes. Laceeze closed a deal for £50,000 in exchange for 40% equity, with Touker Suleyman.

Which dragon invested in Laceeze?

Touker Suleyman invested in Laceeze (£50,000 total as aired).

What season of Dragons’ Den was Laceeze on?

Laceeze appeared in Season 22, Episode 1, which aired 9 January 2025.

How much was Laceeze asking for on Dragons’ Den?

The founders asked for £50,000 for 40% of the company, a £125K valuation.

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