Loodini

No Deal

Card-sized hygiene device

Season 13 · Ep 4 OtherAired 2 August 2015

Loodini, the card-sized hygiene device, landed on the national radar after pitching the dragons in Season 13, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£30K
Asked for: 10%
Offered equity: £300K
Sought valuation

Mat Cottam faced the dragons in Season 13, Episode 4 in the episode that aired 2 August 2015. Loodini, the card-sized hygiene device, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

They came in asking £30,000 in exchange for 10% equity, putting a £300K valuation on the business.

Loodini 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 13, 24 of 69 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 Loodini?

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

Did Loodini get a deal on Dragons’ Den?

No. Loodini pitched the dragons but left Season 13 without a deal.

What season of Dragons’ Den was Loodini on?

Loodini appeared in Season 13, Episode 4, which aired 2 August 2015.

How much was Loodini asking for on Dragons’ Den?

The founders asked for £30,000 for 10% of the company, a £300K valuation.

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