Smart Mat

No Deal

Travel mat with detachable towel

Season 10 · Ep 1 OtherAired 9 September 2012

Smart Mat, the travel mat with detachable towel, landed on the national radar after pitching the dragons in Season 10, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: —
Offered equity: —
Sought valuation

Colin and Yelena Goddard faced the dragons in Season 10, Episode 1 in the episode that aired 9 September 2012. Smart Mat, the travel mat with detachable towel, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

Smart Mat 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 10, 21 of 100 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 Smart Mat?

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

Did Smart Mat get a deal on Dragons’ Den?

No. Smart Mat pitched the dragons but left Season 10 without a deal.

What season of Dragons’ Den was Smart Mat on?

Smart Mat appeared in Season 10, Episode 1, which aired 9 September 2012.

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