London Whistle

No Deal

Whistle alert for bicycles

Season 7 · Ep 2 OtherAired 22 July 2009

London Whistle is a whistle alert for bicycles that got its big break on Dragons’ Den in Season 7, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£75K
Asked for: —
Offered equity: —
Sought valuation

Founder Peter Giles and Bhjata stepped onto the carpet in Season 7, Episode 2 in the episode that aired 22 July 2009. London Whistle, the whistle alert for bicycles, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

No deal. Every dragon declined, and London Whistle 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 7 saw 72 pitches, and 15 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 London Whistle?

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

Did London Whistle get a deal on Dragons’ Den?

No. London Whistle pitched the dragons but left Season 7 without a deal.

What season of Dragons’ Den was London Whistle on?

London Whistle appeared in Season 7, Episode 2, which aired 22 July 2009.

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