Is Fridja Still in Business? (2026 Update)
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Look for Fridja on AmazonFull story →Ben Fridja pitched a steamer built for delicate garments like suits and wedding dresses, timed to air on the very first episode of a new series.
The short answer is yes, and the range on offer today looks considerably bigger than the single steamer that got the pitch noticed.
The Deal On The Night
Fridja wanted £70,000 for a 25 percent stake, and the record shows Deborah Meaden and Nick Jenkins backed the pitch together.
A clothes steamer is an easy product to sell in a short television slot, crumpled fabric goes in and smooth fabric comes out in seconds, and airing straight after a major sporting final meant a much larger audience than a typical opening episode would get.
A Full Appliance Range Now
By previous accounts, the company's own site says it has served British shoppers since 2010, so the television slot landed partway through an already running business rather than at the very start.
The catalogue has since grown into juicers, air fryers, a fabric shaver and portable blenders, spreading the business across several product categories rather than depending on one item's seasonal demand, and it has reportedly kept picking up independent reviews years after the original pitch aired.