Maxi Mat

No Deal

Odour absorbing mat

Season 1 · Ep 4 OtherAired 25 January 2005

Maxi Mat is a odour absorbing mat that got its big break on Dragons’ Den in Season 1, 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 David Tully stepped onto the carpet in Season 1, Episode 4 in the episode that aired 25 January 2005. Maxi Mat, the odour absorbing mat, 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 Maxi Mat 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 1 saw 61 pitches, and 8 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 Maxi Mat?

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

Did Maxi Mat get a deal on Dragons’ Den?

No. Maxi Mat pitched the dragons but left Season 1 without a deal.

What season of Dragons’ Den was Maxi Mat on?

Maxi Mat appeared in Season 1, Episode 4, which aired 25 January 2005.

How much was Maxi Mat asking for on Dragons’ Den?

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

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