S Brief

No Deal

Men's enhancing underwear

Season 6 · Ep 4 OtherAired 11 August 2008

S Brief is a men's enhancing underwear that got its big break on Dragons’ Den in Season 6, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 20%
Offered equity: £250K
Sought valuation

Founder Brian James stepped onto the carpet in Season 6, Episode 4 in the episode that aired 11 August 2008. S Brief, the men's enhancing underwear, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £50,000 for 20% of the company, an implied valuation of £250K.

No deal. Every dragon declined, and S Brief walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 6 saw 66 pitches, and 14 of them closed a deal on air. 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 S Brief?

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

Did S Brief get a deal on Dragons’ Den?

No. S Brief pitched the dragons but left Season 6 without a deal.

What season of Dragons’ Den was S Brief on?

S Brief appeared in Season 6, Episode 4, which aired 11 August 2008.

How much was S Brief asking for on Dragons’ Den?

The founders asked for £50,000 for 20% of the company, a £250K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.