Picture Case Ltd

No Deal

Branding for luggage and suitcases

Season 8 · Ep 10 OtherAired 13 September 2010

Picture Case Ltd is a branding for luggage and suitcases that got its big break on Dragons’ Den in Season 8, where it won fans even without landing a deal.

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From the show

The Dragons’ Den pitch

£80K
Asked for: —
Offered equity: —
Sought valuation

Founder Gavin and Susan Naismith stepped onto the carpet in Season 8, Episode 10 in the episode that aired 13 September 2010. Picture Case Ltd, the branding for luggage and suitcases, pitched in the Other category, one of 902 other businesses to brave the Den across all 21 seasons.

No deal. Every dragon declined, and Picture Case Ltd 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 8 saw 81 pitches, and 17 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 Picture Case Ltd?

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

Did Picture Case Ltd get a deal on Dragons’ Den?

No. Picture Case Ltd pitched the dragons but left Season 8 without a deal.

What season of Dragons’ Den was Picture Case Ltd on?

Picture Case Ltd appeared in Season 8, Episode 10, which aired 13 September 2010.

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