The pitch
What walked into the Den
Ally Stevenson brought Clean Heels to Dragons' Den in season 12, which aired in 2015.
In the pitch, Clean Heels asked the Dragons for £50,000 for 25% of the business, valuing the business at about £200,000.
After the show
What happened next
On air, Clean Heels agreed a deal of £50,000 for 25%, backed by Deborah Meaden and KellyHoppen. The terms are quoted from the aired episode as public record.
Our read
The Hub verdict
Stiletto heels sinking into grass is a very specific problem, and Clean Heels built a whole product around solving it. Ally Stevenson asked £50,000 for 25 percent, a £200,000 valuation, and the interesting wrinkle is that two Dragons wanted in: Deborah Meaden and Kelly Hoppen shared the quarter-stake at the terms as offered.
Hoppen's design eye alongside Meaden's operational track record is the sort of pairing a founder might actively welcome for a lifestyle product like this. The equity stayed at 25 percent and the cash at £50,000, so nothing was renegotiated on air.
A quarter-stake shared by two Dragons at the asking terms.
