i stay

No Deal

Non-slip shoulder strap for bags and rucksacks

Season 14 · Ep 3 OtherAired 7 August 2016

i stay is a non-slip shoulder strap for bags and rucksacks that got its big break on Dragons’ Den in Season 14, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 10%
Offered equity: £500K
Sought valuation

Founder Anneka Chauhan and John Chauhan stepped onto the carpet in Season 14, Episode 3 in the episode that aired 7 August 2016. i stay, the non-slip shoulder strap for bags and rucksacks, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

The ask was £50,000 for 10% of the company, an implied valuation of £500K.

No deal. Every dragon declined, and i stay 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 14 saw 70 pitches, and 21 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 i stay?

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

Did i stay get a deal on Dragons’ Den?

No. i stay pitched the dragons but left Season 14 without a deal.

What season of Dragons’ Den was i stay on?

i stay appeared in Season 14, Episode 3, which aired 7 August 2016.

How much was i stay asking for on Dragons’ Den?

The founders asked for £50,000 for 10% of the company, a £500K 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.