Pretty Mama Breastfeeding

Deal

Easy access maternity wear

Season 19 · Ep 13 Fashion & BeautyAired 31 March 2022

Pretty Mama Breastfeeding is a easy access maternity wear that got its big break on Dragons’ Den in Season 19, and walked out with a deal.

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From the show

The Dragons’ Den pitch

£30K
Asked for: 33%
Offered equity: £91K
Sought valuation: —
Deal amount: —
Deal equity: —
Deal valuation

Founder Alex and Jenny McFadden stepped onto the carpet in Season 19, Episode 13 in the episode that aired 31 March 2022. Pretty Mama Breastfeeding, the easy access maternity wear, pitched in the Fashion & Beauty category, one of 78 fashion & beauty businesses to brave the Den across all 22 seasons.

The ask was £30,000 for 33% of the company, an implied valuation of £91K.

A deal was struck.

Season 19 saw 59 pitches, and 28 of them closed a deal on air. In the Fashion & Beauty category overall, roughly 67% of pitches have landed a dragon across the show's history.

Is Pretty Mama Breastfeeding still in business?

Read our 2026 update on where the company is now.

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Frequently asked questions

Where can I buy Pretty Mama Breastfeeding?

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

Did Pretty Mama Breastfeeding get a deal on Dragons’ Den?

Yes. Pretty Mama Breastfeeding closed a deal.

What season of Dragons’ Den was Pretty Mama Breastfeeding on?

Pretty Mama Breastfeeding appeared in Season 19, Episode 13, which aired 31 March 2022.

How much was Pretty Mama Breastfeeding asking for on Dragons’ Den?

The founders asked for £30,000 for 33% of the company, a £91K valuation.

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