Optifit

No Deal

Bra-fitting service

Season 11 · Ep 4 OtherAired 1 September 2013

Optifit, the bra-fitting service, landed on the national radar after pitching the dragons in Season 11, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£40K
Asked for: 10%
Offered equity: £400K
Sought valuation

Sue McDonald, Linda Birtwhistle and Atul Khanna faced the dragons in Season 11, Episode 4 in the episode that aired 1 September 2013. Optifit, the bra-fitting service, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

They came in asking £40,000 in exchange for 10% equity, putting a £400K valuation on the business.

Optifit couldn't land an offer the founders would take, and the pitch ended without a deal. History says that's survivable: several of the show's biggest success stories left the Den empty-handed.

Across Season 11, 15 of 67 pitches ended in a handshake. 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 Optifit?

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

Did Optifit get a deal on Dragons’ Den?

No. Optifit pitched the dragons but left Season 11 without a deal.

What season of Dragons’ Den was Optifit on?

Optifit appeared in Season 11, Episode 4, which aired 1 September 2013.

How much was Optifit asking for on Dragons’ Den?

The founders asked for £40,000 for 10% of the company, a £400K 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.