Flux Choice Ltd

No Deal

Key-ring accessories

Season 19 · Ep 1 OtherAired 6 January 2022

Flux Choice Ltd is a key-ring accessories that got its big break on Dragons’ Den in Season 19, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£40K
Asked for: 20%
Offered equity: £200K
Sought valuation

Founder Grant Bruce stepped onto the carpet in Season 19, Episode 1 in the episode that aired 6 January 2022. Flux Choice Ltd, the key-ring accessories, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £40,000 for 20% of the company, an implied valuation of £200K.

No deal. Every dragon declined, and Flux Choice Ltd 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 19 saw 59 pitches, and 28 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 Flux Choice Ltd?

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

Did Flux Choice Ltd get a deal on Dragons’ Den?

No. Flux Choice Ltd pitched the dragons but left Season 19 without a deal.

What season of Dragons’ Den was Flux Choice Ltd on?

Flux Choice Ltd appeared in Season 19, Episode 1, which aired 6 January 2022.

How much was Flux Choice Ltd asking for on Dragons’ Den?

The founders asked for £40,000 for 20% of the company, a £200K valuation.

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