Destination London

No Deal

Taxi themed board game

Season 1 · Ep 4 OtherAired 25 January 2005

Best known from its Dragons’ Den appearance, Destination London is a taxi themed board game in Season 1, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£75K
Asked for: 30%
Offered equity: £250K
Sought valuation

Rachel Lowe walked into the Den in Season 1, Episode 4 in the episode that aired 25 January 2005. Destination London, the taxi themed board game, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

On the carpet, the number was £75,000 for a 30% stake, which valued the company at £250K.

The dragons passed, and Destination London 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.

Destination London was one of 61 businesses to pitch in Season 1, where 8 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 Destination London?

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

Did Destination London get a deal on Dragons’ Den?

No. Destination London pitched the dragons but left Season 1 without a deal.

What season of Dragons’ Den was Destination London on?

Destination London appeared in Season 1, Episode 4, which aired 25 January 2005.

How much was Destination London asking for on Dragons’ Den?

The founders asked for £75,000 for 30% of the company, a £250K 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.