Ambient Allstars

No Deal

Marketing agency

Season 2 · Ep 4 OtherAired 6 December 2005

Ambient Allstars is a marketing agency that got its big break on Dragons’ Den in Season 2, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£100K
Asked for: 15%
Offered equity: £667K
Sought valuation

Founder Jonathan Astor stepped onto the carpet in Season 2, Episode 4 in the episode that aired 6 December 2005. Ambient Allstars, the marketing agency, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £100,000 for 15% of the company, an implied valuation of £667K.

No deal. Every dragon declined, and Ambient Allstars walked. But a Dragons’ Den appearance reaches millions of viewers whether or not a check gets written, and plenty of no-deal companies have turned that airtime into lasting businesses.

Season 2 saw 67 pitches, and 5 of them closed a deal on air. In the Other category overall, roughly 11% of pitches have landed a dragon across the show's history.

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Frequently asked questions

Where can I buy Ambient Allstars?

Check current price and availability on Amazon. Note that some Dragons’ Den products are discontinued or sold under a new name.

Did Ambient Allstars get a deal on Dragons’ Den?

No. Ambient Allstars pitched the dragons but left Season 2 without a deal.

What season of Dragons’ Den was Ambient Allstars on?

Ambient Allstars appeared in Season 2, Episode 4, which aired 6 December 2005.

How much was Ambient Allstars asking for on Dragons’ Den?

The founders asked for £100,000 for 15% of the company, a £667K valuation.

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