Cuddledry

No Deal

Hooded towel aid for bathing babies

Season 5 · Ep 3 OtherAired 29 October 2007

Best known from its Dragons’ Den appearance, Cuddledry is a hooded towel aid for bathing babies in Season 5, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£100K
Asked for: 45%
Offered equity: £222K
Sought valuation

Helen Wooldridge and Polly Marsh walked into the Den in Season 5, Episode 3 in the episode that aired 29 October 2007. Cuddledry, the hooded towel aid for bathing babies, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

On the carpet, the number was £100,000 for a 45% stake, which valued the company at £222K.

The dragons passed, and Cuddledry left without a deal. That's not always the end of the story. Some of Dragons’ Den's most successful companies were rejected on air and grew anyway, using the exposure (the "Dragons’ Den effect") to drive sales the dragons missed out on.

Cuddledry was one of 79 businesses to pitch in Season 5, where 15 deals got done. 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 Cuddledry?

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

Did Cuddledry get a deal on Dragons’ Den?

No. Cuddledry pitched the dragons but left Season 5 without a deal.

What season of Dragons’ Den was Cuddledry on?

Cuddledry appeared in Season 5, Episode 3, which aired 29 October 2007.

How much was Cuddledry asking for on Dragons’ Den?

The founders asked for £100,000 for 45% of the company, a £222K valuation.

Dragons' Den Index may earn a commission on purchases made through links on this page. Deal figures reflect what aired; terms sometimes change after the show.