Proper Maid
DealHomemade cakes with a twist
Best known from its Dragons’ Den appearance, Proper Maid is a homemade cakes with a twist in Season 10, and convinced Deborah Meaden to invest.
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From the show
The Dragons’ Den pitch
- £50K
- Asked for
- 25%
- Offered equity
- £200K
- Sought valuation
- —
- Deal amount
- —
- Deal equity
- —
- Deal valuation
Allison Whitmarsh walked into the Den in Season 10, Episode 13 in the episode that aired 27 December 2012. Proper Maid, the homemade cakes with a twist, pitched in the Food & Drink category, one of 67 food & drink businesses to brave the Den across all 22 seasons.
On the carpet, the number was £50,000 for a 25% stake, which valued the company at £200K.
Deborah Meaden made the deal.
Proper Maid was one of 100 businesses to pitch in Season 10, where 21 deals got done. In the Food & Drink category overall, roughly 87% of pitches have landed a dragon across the show's history.
Is Proper Maid still in business?
Read our 2026 update on where the company is now.
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Frequently asked questions
Where can I buy Proper Maid?
Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.
Did Proper Maid get a deal on Dragons’ Den?
Yes. Proper Maid closed a deal, with Deborah Meaden.
Which dragon invested in Proper Maid?
Deborah Meaden invested in Proper Maid.
What season of Dragons’ Den was Proper Maid on?
Proper Maid appeared in Season 10, Episode 13, which aired 27 December 2012.
How much was Proper Maid asking for on Dragons’ Den?
The founders asked for £50,000 for 25% of the company, a £200K valuation.
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