Itsoles Ltd

No Deal

Food insoles for women

Season 10 · Ep 11 OtherAired 25 November 2012

Best known from its Dragons’ Den appearance, Itsoles Ltd is a food insoles for women in Season 10, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£50K
Asked for: 15%
Offered equity: £333K
Sought valuation

Mark Shepherd walked into the Den in Season 10, Episode 11 in the episode that aired 25 November 2012. Itsoles Ltd, the food insoles for women, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

On the carpet, the number was £50,000 for a 15% stake, which valued the company at £333K.

The dragons passed, and Itsoles Ltd 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.

Itsoles Ltd was one of 100 businesses to pitch in Season 10, where 21 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 Itsoles Ltd?

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

Did Itsoles Ltd get a deal on Dragons’ Den?

No. Itsoles Ltd pitched the dragons but left Season 10 without a deal.

What season of Dragons’ Den was Itsoles Ltd on?

Itsoles Ltd appeared in Season 10, Episode 11, which aired 25 November 2012.

How much was Itsoles Ltd asking for on Dragons’ Den?

The founders asked for £50,000 for 15% of the company, a £333K 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.