The pitch
What walked into the Den
Alicia Woods founded Covergalls in Sudbury, Ontario, after years underground in mining left her frustrated with workwear built only for men.
Her ask on the record was $75,000 for 20 percent, a split that valued the brand at $375,000 and set up one of the show's more talked-about pitches.
After the show
What happened next
On the original appearance, three Dragons agreed on air to back her with the $75,000, though published accounts differ on the exact equity and agree the investment later collapsed during due diligence, leaving Woods with full ownership. A subsequent return to the program looked back on that journey rather than restarting the negotiation.
Covergalls is trading today. Its site was live in July 2026 with workwear, footwear, lifestyle and kids categories and a full cart, and CBC News reported a retail tie-up with Mark's Commercial.
Our read
The Hub verdict
Covergalls is the rare pitch where the on-air yes was the start of a negotiation rather than the end of one. Three Dragons agreed on stage to put in the $75,000 Alicia Woods wanted against a $375,000 valuation, and the investment later came apart in due diligence, leaving her with full ownership of the company. A later appearance revisited that journey rather than reopening it. Workwear built for women in industrial trades turned out not to need the cheque: the brand trades today with a national retail tie-up through Mark's Commercial.
Deal agreed on air, unwound in diligence, brand still growing
