The pitch
What walked into the Den
Ryan O'Rorke brought Flavourly to Dragons' Den in season 12, which aired in 2015.
In the pitch, Flavourly asked the Dragons for £75,000 for 20% of the business, valuing the business at about £375,000.
After the show
What happened next
A deal was agreed on air for Flavourly.
Our read
The Hub verdict
Ryan O'Rorke pitched Flavourly, a food and drink subscription box, at £75,000 for 20 percent, which puts the business at £375,000. A one-fifth ask sits at the comfortable end of the Den's usual range, the sort of slice founders part with when they believe in the momentum behind a recurring-revenue model.
Two Dragons came in, Peter Jones and Piers Linney, splitting the stake between them. A subscription box is a logistics business wearing a consumer-brand coat, and pairing a retail heavyweight with an investor from the technology side covers both halves of that problem in a single deal.
A one-fifth ask on a subscription box, and two Dragons in.
