Primal Parking

Deal

Car parking space lettings agency

Season 10 · Ep 4 Business ServicesAired 30 September 2012

Primal Parking is a car parking space lettings agency that got its big break on Dragons’ Den in Season 10, and walked out with a deal.

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From the show

The Dragons’ Den pitch

£60K
Asked for: 40%
Offered equity: £150K
Sought valuation: —
Deal amount: —
Deal equity: —
Deal valuation

Founder Harrison Woods stepped onto the carpet in Season 10, Episode 4 in the episode that aired 30 September 2012. Primal Parking, the car parking space lettings agency, pitched in the Business Services category, one of 33 business services businesses to brave the Den across all 22 seasons.

The ask was £60,000 for 40% of the company, an implied valuation of £150K.

A deal was struck.

Season 10 saw 100 pitches, and 21 of them closed a deal on air. In the Business Services category overall, roughly 91% of pitches have landed a dragon across the show's history.

Is Primal Parking still in business?

Read our 2026 update on where the company is now.

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Frequently asked questions

Where can I buy Primal Parking?

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

Did Primal Parking get a deal on Dragons’ Den?

Yes. Primal Parking closed a deal.

What season of Dragons’ Den was Primal Parking on?

Primal Parking appeared in Season 10, Episode 4, which aired 30 September 2012.

How much was Primal Parking asking for on Dragons’ Den?

The founders asked for £60,000 for 40% of the company, a £150K valuation.

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