The pitch
What walked into the Den
Sofia Sayed founded Also Sophia in Toronto, building a line of seasonal home decor around interchangeable sign-swap pieces.
She appeared in Season 20, episode 2, which aired in 2025, asking for $200,000 for 8%. That set an implied valuation of $2,500,000 on the decor brand.
After the show
What happened next
The Dragons passed on the valuation, and the shop kept going. Seasonal decor is priced and selling, with a bundle-building flow and a working checkout.
Our read
The Hub verdict
Two hundred thousand dollars for 8 percent prices Also Sophia at $2.5 million, a punchy multiple for a seasonal home-decor brand built on an interchangeable sign-swap hook. That hook is what sank it in the room. The Dragons called the product easy to commoditize, and paired with a valuation running ahead of the business, that was enough for them to pass. Commoditization is the standard objection to decor, where a design can be copied faster than a brand can be built. The store is still running, with real pricing and a working cart.
No deal: Dragons called the product easy to copy
